Cut through copy can bring business to your door
The pen really is mightier than the sword but in a competitive business environment, the written word should be as sharp as a samurai blade, as incisive as a cutlass and above all, an interesting read. Quality copy is an effective, low cost marketing tool, but whether you’re writing a press release, a newsletter, blog, […]
Three top tips for 2019
By Anthony O’Brien, Professional Planner, January 19, 2019 With plenty of Australians still in holiday mode, January is the perfect opportunity to take stock of the wins and losses from last year and rip into fine-tuning the marketing plans for 2019. Moreover, with plenty of global and local challenges, such as Brexit and the looming federal election, […]
Ambiguous content is a bad idea
By Anthony O’Brien for Professional Planner, 30 April, 2018 Content marketing has been king for several years now, as companies clamour to reach and engage with their target audience. The ubiquity of content marketing has subsequently created a fierce debate about what represents content and what is real news. I read with interest a recent university […]
The top marketers put solid expertise behind those zany campaigns
By Anthony O’Brien Published in Professional Planner, March 20, 2017 If you’re comfortable creating valuable content, images and strategy, and are skilled at recognising the latest trends, you may have the necessary talents for marketing your financial planning firm. The reality, however, is that marketing, like financial planning, is a specialist skill that often involves years of […]
Don’t waste your content; leverage it to help your sales team
By Anthony O’Brien | Published in Professional Planner, March 13, 2017 Last week, I wrote about the value of measuring content marketing and how challenging it can be to track its effectiveness as a sales tool. That said, it still has a role to play and for content to be effective it’s important that you take […]