Now that we’ve covered the first two M’s (Market and Message) it’s time to move onto the 3rd M: Media. How are you going to reach your market with your message? Real marketing is ordered Market, Message, then Media!
TESTING ads first is one of the most important “secret weapon” strategies a tax business owner can learn. Testing also helps you secure the life-blood of your business — CASH.
The more tests you can run, the more “winners” you can find. The more “proven” ads you can continuously run, THE MORE SALES YOU WILL MAKE WHICH WILL INCREASE YOUR OVERALL TAKE HOME INCOME!
So where do you start your promotions? Without a doubt, the first media to always start with is a sales letter to your own clients. When I do consultations with people, this is the first place I tell them to start.
You have your tax client in your office and you take the opportunity to “funnel” the client from one place to the next in your office with the whole purpose of increasing your overall back end and long term business.
The tax business owner that can lose money every time he runs an ad and is happy to pick up new clients has a good back end system working for him. He’ll turn a nice profit down the road.
Once you’ve got a good handle on your market and your message, you’re going to want to find as many media vehicles as possible and see if you can make them work.
Sometimes it’s just about the ad placement in a local newspaper publication. Have you considered putting together your own local co-op mailing for people in your area?