...the road ahead...
What is a
Importance of “Brand” with Social Media
Social Media Examiner
noted that 72% of their
clients reported closing
more business as a
result of social media
efforts, and 52%
reported increased lead
matters: brands in the
can be up to 3 times
more likely to be
than brands that aren't
“Winning the Consumer Decision
Journey”. McKinsey Report, by
The Brand challenge for Professional Advisers
While fitting in!
Value proposition + Brand identity +
Positioning = a “brand”
Mo st advice busine sse s co m pe te o n “appro xim atio n”
and “re latio nships”
All financial advice businesses are approximately
equal – to The Customer
...Until “relationships” come into the equation – this is
What the industry
Has never offered
do not mesh...the
Are you serious?
In the abse nce of strong
brand positioning the
customer uses these
decision making filters:
Delivery – availability and
The Business Brand and YOURBrand meet...
Why deal with
You have to know:
1.Why are you so special?
2.Who are you targeting?
1.Why should they deal
These are the essential
ingredients of your value
Unique Selling Proposition Worksheet how to say......My Brilliance! + My Passion! = YOUR gain
What do you do? How would a customer describe what you do?
Customer's Alternatives Why would a potential customer choose your competitors in lieu of you?
The IDEAL Client is: A "Good" Client is:
Your Key Differentiators for the IDEAL client are: Your Key Differentiators for a Good client are:
KEY Value to the customer? KEY Value to the customer?
Secondary Value to the customer? Secondary Value to the customer
THE Essential Value Proposition
what makes me unique...
what I do to create value...
how the customer benefits from that....
YOUR Unique Selling Proposition is therefore:
Adviser to the Advice Industry
(is a positioning statement)
I get my customers more customers
(is the value proposition)
My service is unique and advisers love it, as they get practical
tools and help that they can use easily and quickly to remove
risks from their business, and create new business
opportunities. The key benefits are advisers have safer and
easier businesses to run, that make more money for them
and grow in value.
(It may not be great, but it seems to work!)
Ag re at value pro po sitio n:
Defines what you DO
Is different to competitors
Creates interest, or intrigue
Is strong and confident
Is about an outcome
Uses simple language
Is convincing – because
YOU believe it
How will it lookwhen Mumsees it on TV?
Brand Management is ethics in overalls
Marketing systems feed the funnel
Website is the core of the content
marketing, or engagement, strategy
Social media feeds the funnel, AND,
produces content and traffic to the
website and blog.
Email, e-zines & social media
provide ongoing engagement; and
When they have an itch, they know I
am the scratcher
When they have an itch...the sales
process begins A CLIENT (SALE) RESULTS
Does it work?
My Objective: 25 clients p.a.
I need: 200 “right” prospects
I have & am actively engaged with:
Newsletter: 1,400 prospects
Linked in: 1,400 prospects
Twitter: 1,900 prospects
Blog: 2,300 prospects
Best Estimate: 2,200 “right”
There is no prospecting problem.
Clarify your core offer
Know your target market
Know how they benefit from you
Put that into a “value proposition”
Work out where they are, or are going
to be, and be there.
Your value proposition HAS to fit with
the overall business branding
Marketing the brand goes beyond just
you & the customer
Customer benefit must be “outcome”
Engagement marketing is critical
Creating that buzz...
While fitting in!
Your Influence is created by:
Yourbranding is the key driverbehind why
customers would choose you.
Your Value Proposition is the power within the brand.