Corpwrite clippings

The long and the short of ‘thought-leadership’ vs sales

By Anthony O’Brien for Professional Planner, 26 February 2018

Agencies have different ideas about how to produce cut-through content. Some will tell you that the key is the quality of the writing or videos you’re dishing up. Others will tell you that if you don’t have your search engine optimisation and reach down pat, you’ll be behind the pack. But this advice addresses only the delivery of your content. You also need to make a decision about its purpose.

You must decide whether the content you are creating is to be used for thought-leadership or as sales.

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Beyond Facebook

By Anthony O’Brien for Professional Planner, January 22, 2018

Last week we addressed possible marketing and sales resolutions for 2018, with embracing digital transformation at the top of our list.

With Facebook’s recent announcement that it is about to rejig its algorithms to ensure users receive more personal content than news feeds, marketers and business owners must reassess how they use digital marketing channels.

Digital transformation is more than social media

Digital transformation is driving everything we do in business today. It’s changing the way we interact with our clients and automate our back-office processes.

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What is key person insurance?

By Anthony O’Brien for Money Magazine

Almost two years ago, we lost my long-term Corpwrite business partner, great friend and fellow Money writer Chris Walker to cancer.

I won’t dwell on the details of his illness but, over the past couple of years as his health deteriorated, Chris urged me to apply for “key person insurance” – sensible advice given his health status.

However, I’d had income insurance for years, and deemed it would cover me sufficiently if something happened – so I ignored Chris’s advice.

But some key-person insurance would have helped our business, Corpwrite Australia, mitigate the financial tribulations of losing Chris’s unique skills when he retired in January 2016.

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It’s easy to see why video is taking over

By Anthony O’Brien for Professional Planner, December 12, 2017

Video has been a marketing star of 2017 and its future looks even brighter. Cisco researchsuggests audio-visual content will represent 82 per cent of consumer internet traffic by 2021, up from 73 per cent in 2016.

If you don’t have video content on your website, then add it to your to-do list for 2018. A video is perfect for our busy times. It’s easy to consume, engaging and enables your business to tell a story in a short time. It’s also relatively cost-effective.

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How to access disability funding through the NDIS

By Anthony O’Brien for Money Magazine, September 2017

The NDIS is set to transform the way the disabled get help and this guide explains what’s available.

For people with disabilities and their families, getting care and support can take a big financial toll.

In fact, Australians with disabilities have it tougher than their counterparts in many other nations, with our spending on long-term care for those under 65 less than half that of most Scandinavian countries and just over half the UK’s. The employment rate for disabled Australians is low compared with the OECD average, with 45% living in or near poverty.

If disability is a part of life for you or a family member, you want to make the most of the support available. Here I give a rundown of the government’s pensions and allowances, and the new National Disability Insurance Scheme (NDIS).

Continue reading “How to access disability funding through the NDIS”

The many numbers behind your marketing ROI

By Anthony O’Brien, for Professional Planner, October 9, 2017

Calculating the return on investment (ROI) is an age-old question when it comes to allocating a budget for marketing.

Unquestionably, a marketing budget and determining an appropriate ROI are linked. However, they are not the only numbers you should be considering when formulating your marketing and sales approach.

Start with the strategy…including your numeric targets

Regular readers of my posts will be aware that I believe fervently in starting with a strategy. Planning is crucial to producing a winning marketing program right. That said, it’s quite astonishing how many businesses still fail to include their revenue and margin numbers in the strategy process.

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Three marketing elements you can’t afford to ignore

By Anthony O’Brien, for Professional Planner, July 3, 2017


There’s a common view in the business world that marketing is a combination of “pretty pictures and nice words”. In other words, marketing is purely about brand and communications.

It’s one of my personal frustrations about marketing, and to be honest there’s much more to being a strong marketer than running campaigns and building engaging copy.

I’ve long been a believer in the theory that for a marketing strategy to work, the person writing the plan needs to truly understand your business, its balance sheet, fulfilment processes, how it generates new revenues, and so on.

Continue reading “Three marketing elements you can’t afford to ignore”

What’s in a statistic?

By Anthony O’Brien for Professional Planner August 28, 2017

Recently, the Financial Planning Association sent me a media release detailing its latest research on Australians’ attitudes to finance. It left me pondering the way we use research and statistics in marketing.

A valuable statistic can add punch to your marketing activities. An attention-catching figure is easy for people to digest and understand, and can give weight to a specific claim you’re making. For example, one of the stats from the FPA research reveals that: “80 per cent of working-age Australians are stressed about money and finances, with one in four indicating acute stress levels.”

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Call marketing whatever you like; just don’t call it optional

By . Published in Professional Planner, March 27, 2017

This week, I read with some bemusement an article quoting the chief marketing officer of Samsung in North America, who said the term ‘marketing’ needs to die. The nub of his argument is that the word is obsolete, and the role of a marketer has changed and is being held back by old-school thinking. It strikes me that the role of the financial planner has changed dramatically since the 1980s, yet I’m still comfortable calling you, well…financial planners.

Continue reading “Call marketing whatever you like; just don’t call it optional”

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