Selecting the “right or wrong” target market can be THE factor which determines success or failure! Marketing means: Market first, message second, and media third, in that order!
Your marketing message must be centered around giving your target market everything they REALLY want, not what YOU THINK they want and definitely not what you are just going to give them.
Make “irresistible” offers to your target market! Irresistible offers? Most tax business owners either don’t know what an “offer” is, or they just don’t use them in their advertising.
When tax business owners promote this way their words and phrases actually have “little meaning” because they could be talking to anyone, seemingly about anything.
It Really Does Matter What You Call Things! A fact of life is: whatever you sell (in our case, tax services), you’ll sell MORE of them if you add bonuses or premiums to the main offer.
Now that you know about guarantees and their importance to growing your tax business, what’s stopping you from having two? Two bold, gutsy guarantees will out sell one. Three out sells two.
This same principle of using “proven success” applies here but in a more specific way. There are many different sales formulas that have worked over the years in many different industries.
Shape expectations in the marketing message and “weed” out the kinds of people that aren’t going to use the accounting services. Only let clients dictate your business through sales.
Many tax professionals ask me about broadcast media and do I think it is effective. My answer is yes, radio and tv ads can be effective, but like anything else you have to test it.
If you aren’t using EMOTIONAL sales copy to sell your tax services, you’re NOT really selling anything! Emotional copy SELLS better, period! We BUY from emotion, and then JUSTIFY with logic.