Daniel Priestley shares how advisers can gain a decisive edge by creating irresistible ‘hot offers’ through micro‑niche segmentation (think planners for dentists, radiographers, and pilots). Drawing on examples from Nike and financial planning, he reveals how to position offers to the true decision‑maker, the ‘person that pays’. Alongside fresh insights on personal brand, Daniel equips advisers with practical strategies to sharpen relevance, elevate impact, and engage clients more effectively. Followed by interactive Q&A.