Overall the past few months in this newsletter, we’ve laid the groundwork of how to market and sell your tax and accounting services. For the next several weeks, I am going to focus on one particular media each week.
This week, let’s discuss advanced direct mail strategies. Then, next week we’ll go through the thing that’s currently all the rage: Social media.
To start, let’s review a few quick points. Each of these points has been discussed at length in past articles, but a reminder is always good:
- The entire purpose of lead generation marketing is to separate interested people from the general population so that you can specially market to them.
- Marketing is not a “one and done” thing – maximum results are only attainable from marketing multiple times to the same people.
- Marketing is never about you – it’s about them and their problem
- Your target market doesn’t care about your years in business, your degrees, etc. They care about solutions to their problems, and your marketing needs to reflect that above all else.
- Marketing requires that you send the right message to the right target market using the right media.
If you need to review any of these points in depth, be sure to read back through the blog. To get everything in one fell swoop, consider purchasing our direct response marketing primer for tax practitioners..
Again, since the purpose of marketing is to generate leads and put them into our sales funnel for nurturing and eventual conversion into clients that pay us money, the thing that we have to focus on when it comes to interacting with our clients boils down to two things:
1. Demonstrating that a solution exists to whatever problem or pain they are experiencing, and,
2. Building up our value to the prospect so that they identify YOU with that solution.
The best way to achieve both of these objectives is through what is commonly called education based marketing. With this type of marketing, you are providing information to your prospects that identifies solutions to the problems that they are experiencing.
For example, if you are marketing tax problem resolution services to tax debtors, then your message to that target market needs to in some way address the solution to the tax problem. Your offer to them (response mechanism) also needs to be in line with that solution. We discussed marketing widgets last week, and this is where your widget comes into play: The widget is what the prospect is actually responding to, and the widget contains part of the solution to their problem (or at least offers the promise of a solution down the road).
Tomorrow, we will take a look at using a series of mailers to “agitate” the tax problem within a prospect’s mind and get them to engage us in response.