If you’re on this page, you’re probably in one
of the following three situations:

1) You are starting a tax or accounting firm on your own, and want reliable methods to bring in a bunch of new tax or accounting clients. Maybe you are going out on your own for the first time, leaving a corporate or big firm environment, and ready to make the leap. (HUGE congratulations by the way! It’s a big leap, but it’s worth making.)

2) You have an existing tax or accounting firm and have hit a wall. You may be feeling the pressure of needing to have a “good” tax season this year or you might be financially burdened with some debt you’ve been trying to get off your back for a while. An influx of new clients would be just what the doctor ordered.

3) Or, maybe you already have a massively successful high-volume tax or accounting practice, and you are practicing the principle of the “slight edge”. You know that if you can just implement one more great idea into your firm that you will continue to keep the wolves at bay, and your firm’s growth will continue on the trajectory you’ve already established.

Well, if you fall into any of these categories, you are not alone. Even if you are a tax business owner that’s not financially strapped, but just would like to have a “better-than-average” tax or accounting firm to put more revenue to the bottom line, you’ve come to the right place.

The very good news is that there is a system for this.

Essentially, it breaks down into three main parts (and the order is critical):

  • Identify your target market (it may not be what you think)
  • Establish the proper message for this particular market
  • Deploy as many profitable media as possible to get that message into your target market’s brain


Oh, and before you continue, we have more good news …


You have found a motherlode of proven tactics and strategies on this page.
We suggest that you bookmark it right now for future reference and carve out about 15-20 minutes to take notes for how you can apply these strategies for your firm.

There is nothing to purchase here — we believe every good relationship should start with value. So we have compiled information on this page that will give you a good flavor for the kind of thinking we bring to every relationship that we form with tax and accounting firms.

Sound good? So let’s get to it…

 

There are some essential components for each of these steps above, which we here at TaxProMarketer have tested and proven across a wide variety of market areas, after working directly with 2,000+ tax and accounting firm clients in our agency since 2007.

And we’re about to reveal to you the same process that has been used in these different firms — ranging from “mom ‘n pop” operations to multi-partner, higher-end boutique firms — as well as in the firm whose marketing was directed by our CEO, Nate Hagerty and which grew from $50K in tax prep fees to over $4.3M in less than ten years.

You see, you’ve come to a marketing site, and sure, we will have plenty to say when it comes to different tactics – be it SEO (Search Engine Optimization), email marketing, social media platforms, PPC advertising, direct mail, online review sites, speaking at networking groups, gathering leads on your main firm website, and more.

But the strategy is the thing.

Which is what this Core Client-Getting Marketing Process is all about.

So for every kind of tax or accounting firm (a new one, a stagnant one, or a growing one), here is the FIRST place you should always start:

Here’s a secret that the VAST majority of tax professionals get WRONG. In fact, this is true of most every struggling small business on the block.

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. (And the order is important.)

The market is critical. It’s the number one concern. If you don’t get it right, any kind of marketing will be a wash. (You might as well save your money and go home.) You see, if you don’t have the right market, even though your advertising message is outstanding and the media you choose is the most cost-effective in the world, you’ll still lose money.)

If they don’t want what you got, it just doesn’t matter what you tell them, how often you tell them or even how you tell them.

If the BEST tax office in your state offers the BEST marketing message of anyone else around, but targets the wrong market, they will not do very well.

On the other hand, a VERY AVERAGE tax office with a VERY AVERAGE marketing message can find and target a “well-selected” market (that is hungry for their services), and this tax business will be far more profitable than the first. (All because the market they were keying on WANTED what they were offering.)

Tax marketing in its purest form means finding a “hungry group” of people and selling them the kind of tax services they want.

Let us give you a common example of what we mean.

An owner of a lower-income tax prep business asks us, “What’s the best way to market my business?” Now we can tell him a bunch of stuff to do to get more clients, but the REAL answer is “We wouldn’t know until we found out WHO and WHERE and HOW WE CAN REACH the groups of people in your town that are the hungriest for any kind of tax service.”

This particular tax professional might want to set up a “quick tax shop” so he doesn’t have to do much preparation himself. And in his market there are six other tax shops targeting the same group of taxpayers.

Now all those other tax businesses are probably doing a good job (including his business) so that target group is saturated with very little growth opportunity in sight.

On the other hand, John Smith CPA is the only game in town offering a high-end service to wealthy clientele. All the other mom n’ pops in the area aren’t doing a very good job competing with them, and there is an abundance of affluent clients just sitting there waiting to be served.

What should that tax professional do?

Some decide NOT to target the “starving crowd” and just do the same thing they’ve always done. They will have some success because they will have learned to promote themselves better.

Other CPAs will see the group of clients they’ve been targeting in their town has gone flat. At the same time, they’ll notice another possible market with some growth (or “life” to it) and decide to give it a try. It may be a “starving group” interested in their particular services or it may not.

The point is that the SMART tax or accounting business owner “goes with the flow” (or what the MARKET will make easier to promote) and offers what the HUNGRY taxpayer wants.

A few more key points about your target market:

→ If “everyone” is your target market, then no one is your target market ←

Your target markets should be small enough so the marketing resources you commit will have a huge impact. What you don’t want to do is waste your marketing dollars by spitting into the Atlantic Ocean.

When you promote your tax business, you want to be THE big fish in a small pond.

→ There are riches in niches ←

Getting specific and selecting a “narrowed down” group is good in marketing because the more “laser beamed” and focused you can get, the better your “market to message” match will be. (Meaning that your chances for success increase greatly.)

If you know who that person is and you know what that person wants, you’ll be able to discriminate more effectively and vastly increase your response rates for your target group.

If you really want to dominate a small market, you’ll find a “niche group” of people you have a natural AFFINITY with.

→ Specialist positioning always helps (but isn’t required) ←

And being a specialist (or perceived as a specialist) can turn an ordinary tax business into an EXTRAORDINARY tax business just by changing the “positioning” of your marketing a little. Higher prices can be charged, higher margins will be enjoyed, and being a specialist will help give you the “competitive differentiation” you’ll need to onboard a bunch of new clients. (The “whale” approach works even better when you say you specialize.)

When you target small markets, you’ll be promoting offers to groups like doctors or lawyers or any other kind of specific profession. You’ll be promoting to certain apartment complexes within a three-mile radius because they are “so close to our tax office, we’re giving out special deals.” You could have five or six housing complexes you specialize in because they are so close to you.

(And by the way, what we have collected for you on this page is just a tip of the iceberg — we have free resources for tax or accounting firms readily accessible right within our Free Members Area, which is accessible when you click the big box to the right. But if you’ve stuck with us this far, we need to get you to the next part…)

In many ways, much of the “heavy lifting” in crafting a good marketing message for a tax or accounting firm has already been done:

  • Taxpayers know they need to file and pay their taxes by a certain date.
  • Businesses know they need to properly account for their revenue and expenses.
  • There is already in place a “common enemy” (the IRS, FASB, industry regulators, etc.).
  • Filling out tax forms and using accounting software can be a royal pain in the tookus.

These should be obvious to you – and they are “messaging 101” for a tax or accounting firm.

Essentially, you need to get out of YOUR head, and enter into the mindset of your target client. For example, chances are real good that your target clients care nothing at all for the Three Big Changes To The Net Operating Loss Carryover Rules … they pay YOU to handle this on their behalf and most of them would really prefer not to get stuck in those weeds.

Or to use another common example, they really aren’t interested in another “tax organizer”, when all they really want is to have someone who can organize their stuff FOR them.

This is the kind of mindset shift you need to make and understand if you are going to successfully market your tax or accounting business.

So, leaving aside these “childish things”, so to speak, let’s move to where the money is really made for a tax or accounting firm:

It’s a “Unique Selling Proposition”, and without it — you’re sunk.

Essentially, your marketing message should ALWAYS answer the following question in some shape or form:

“Why should I choose you or your tax/accounting service versus any and every other option available to me?”

If you do NOT have a good answer to this question and you can’t say it in a clear, concise manner, then you will have a real problem marketing your tax business effectively over the long haul.

So let’s help you shape yours, shall we?

Just for the sake of argument, let’s say you offer the exact same tax services as everyone else in your market area.

We’d be willing to bet you could describe yourself in such a way that actually differentiates you from your competition.

Example:

A) Acme Tax Service offers low prices and a fast turnaround service.
B) Acme Tax Service GUARANTEES The Lowest Tax Preparation Price Compared To The “National Brand Name Companies,” Plus We Offer Our Unique Promise To You: Your Tax Return Prepared In 1 Day Or You Don’t Pay. (*call about details)

Now, don’t you think example B might SELL your prospect into giving you (at least) a phone call? (We think so, too.) Example A could be offering the exact same tax services at the exact same price and getting 95% of the tax returns prepared in 1 day, too. (All example B has to do is make up a simple flier in their office, plus answering a few of the same questions over the phone, explain “95% of the tax returns we prepare qualify for the 1-day guarantee and to please bring all your information down to our office and we’ll be able to tell you ahead of time if your tax return qualifies”.)

So with the B tax business’ two unique selling propositions, they will get MORE phone calls from their current advertising, which will result in MORE sales (and more income in their bank account).

By the way, competing on price in this way is ONLY effective if you have a “back-end” to support it. So you should definitely consider your model – whether it includes financial services or other cross-selling opportunities to increase the profitability of this kind of tax firm.

Now … are you starting to see how important your USP message is to the overall profitability of your tax business?

You can have multiple USPs for multiple different target demographics.

Sample “Blue Collar” demographic USPs:

  • 1-Day Refund Loan Checks
  • GUARANTEED Next Day Tax Preparation Services
  • Our Promise: “The tax return will be correct or we pay the penalties and interest on our mistake.”

Sample Middle or Upper Income demographic USPs:

  • “Complete Peace Of Mind, IRS Protected” Accuracy Guarantee
  • “No-Client-Waits” Executive Tax Service Guarantee
  • “Special Procrastinator Discount Valid Until 6 p.m. April 14th”

These are just examples to help you think – chances are that they may not fit your particular firm or target market.

If you can have an answer to the USP question that is better than the answer from the other tax or accounting firm in your town, you WILL get your share of phone calls this tax season.

And as we coach all of our clients, getting the phone call (or in some cases, the website click or opt-in) is THE goal of your advertising and marketing promotions.

Aside from nailing the USP for your firm, the other critically important piece of any marketing message is:

Most tax or accounting business owners either don’t know what an “offer” is, or they just don’t use them in their advertising. And if they are using an offer in their promotions, they think saying, “Please call for a free consultation,” is the most irresistible offer in the world. (You would not believe how many times “free consultation” comes across our desks from our coaching clients.)

** Quick Tip: If you have a “free consultation” you’d like to promote, that’s fine. But spend some time and come up with a new “selling” title for your consultation. You must KNOW the public is TIRED (and bored) with professional service businesses (like us in the tax industry ) advertising those same two words. (Remember: USP)

What is an offer supposed to do? An offer should be either THE reason (or one of the reasons) the client “moves towards action” and contacts your tax or accounting service.

A good offer helps “close the sale.” (Just the offer alone can make the difference between an average promotion and a big “money-making” hit.)

Most tax business owners underestimate what it takes to actually make a prospect get up off the couch, go to the phone and call you (much less actually come down to your tax office and give you their money).

If you can get a person to pick up the phone right after reading your sales letter, seeing your ad on TV or whatever media they have chosen, the power of your offer is probably pretty good.

Again, the particulars of your offer will vary, dependent upon your target market (which, again, is why it’s important to get clear on who that is), but the main point in making one is that you give your prospect a reason to respond.

Some tax or accounting firms may not be comfortable (for a variety of reasons) in making an actual offer to prospects or clients.

In that case, what must be in place is some other kind of call to action. This can be as simple as “Call (XXX) YYY-ZZZZ by [DATE] to receive a personalized recommendation” or “Visit www.MyLocalTaxPro.com [your website or landing page] to immediately download your free guide” or even “Call (XXX) YYY-ZZZZ to speak to our friendly staff.”

→ The point is that you have to tell your prospect EXACTLY what to do next in order to have your message be as effective as it needs to be ←

There truly is more to be said about crafting USPs, offers, marketing copy and the other components of an effective message, and there are resources aplenty within our free Members Area. Click the green “Get Started Now” button to access.

Finally, the last component of effective marketing for a tax or accounting firm is about …

First of all, notice with us:. Do you see how we are talking about MEDIA as the third of the three Ms?

Real marketing is Market, Message, then Media, in that exact order.

Not … “media, then figuring out what you want to say with your message and then figuring out to whom you are going to say it (market) and then hopefully somebody bites.” (That’s the exact opposite of what we have found to be successful in the tax and accounting marketing formula.)

And before we address different media types, always ask yourself this question:

→ Does Your Media Actually REACH Your Target Market? ←

What good is a quality target market for your tax services if you CAN’T reach them? (Not much.)

You could have the “hungriest market” in the United States, but if you can’t REACH ’EM with your sales message, you probably need to consider looking for a new target market.

A Small Case Study

OK, let’s say you’ve found a “hungry market” in your town. It happens to be the city police department and “other community police forces” like them in the surrounding area.

(We have a client that specializes in this target market and she ends up getting even higher word of mouth referrals than normal tax businesses because cops KNOW EVERYBODY and they talk up her office accordingly.)

Anyway, the message is:

  • “We specialize in police and other ‘professional service’ occupations within a 25-mile radius of our office”
  • “My husband is a police officer, I understand the problems people in ‘professional occupations’ have” etc. (affinity)
  • “20% new clients in a local ‘professional service’ occupation, plus LARGE cash rewards for referring their co-workers” etc.

(ARE YOU SEEING THE WAY TO GO AFTER A NICHE MARKET HERE?)

Alright, she’s got the first two M’s right (market and message); now what about MEDIA?

She found this group was REACHABLE in a few different ways. (She tried all of them as you should if you can afford it.)

First, she advertised in the quarterly “professional” journal that hit the streets right before tax season started and right at the end before April 15th.

Second, she passed out fliers and coupons at the annual Christmas party in December with “early bird” incentives.

And third, she was able to get her hands on a mailing list that she mailed multiple times during tax season.

We don’t know her latest numbers, but when she last checked in, this little “niche” market had become extremely profitable for her in just three tax seasons. (High word of mouth within the departments, too.)

The point is she was able to REACH her target market effectively and her “numbers” speak for themselves.

So, that’s one case study, let’s go deeper into different media selections…

Here’s the reality: every ad you run will NOT succeed. And different media may work for a certain amount of time … and then stop working.

That’s why you should always approach your media selection from a “TESTING” perspective.

Since marketing is a numbers game, spend your time each tax season (and throughout the year) testing more new ads, trying to find more money makers so you can go full throttle the next tax season.

One last thing: What’s the number one reason why a tax or accounting business owner won’t test multiple (maybe 10 or 15) different ads? The answer is laziness. I know, I’ve been there.

It’s much easier to find three media vehicles that make you money and just stick with those each year. But if you want to double or triple your business FAST, you must find some “other” media to test in and then roll out the winners.

And, if you don’t want to do a little extra work this tax season to make NEXT year’s promotions that much more profitable, that’s your business.

That’s what’s great about this country. You can choose to grow your own business as fast or as slow as you want. What a deal.

Here’s an easy place to start…

Without a doubt, the first media to always start with is a sales letter to your own clients and warm, personal circle.

Many tax and accounting firms want to start out and go after this market and then target that market, and we say, “Wait a minute. You have to tap into the gold mine already right under your nose.”

They will say, “Oh, I already send my clients a Christmas card.” Or, “Don’t worry, they get a postcard from me each year in the first week of January.”

But this is a terrible waste of existing assets and resources.

Yes, we said ASSETS. (Your database IS the top asset in your office. More so than your money in the bank. More so than the computers or your office space.)

If you’re doing a good job in your tax or accounting business, you will automatically get referrals. But that’s NOT the best part or the most profitable part of your back end. It’s the repeat clients that we all get each year. (The lifetime “VALUE” of your clients should be a mandatory metric for every tax or accounting business owner.)

If you went out and measured how much money you actually made from an ad you ran 10 years ago, it’d boggle your mind. (That’s the REAL back end.)

And if you keep in touch with your clients throughout the offseason in some capacity (a newsletter, effective email marketing, social media, occasional gatherings, etc.) … well, that’s what will take it up even another notch.

SECOND MOST IMPORTANT MEDIA:

Now, if you’re like most tax or accounting professionals, you don’t have the time to learn all of the tricks of the trade or write the quantity or quality of emails necessary to do this right.

And, it’s not your fault that all of the industry pabulum out there is either so geek-techy or bland (think “Monthly Tax Tips Newsletter” — ring a bell?) that even when you DO use email in your tax or accounting business you’re missing out on the kind of sales-and-referral-exploding power now available for those who use it right.

Perry Marshall, one of the foremost experts for “Pay Per Click” advertising in the world, sent me this note recently:

“Nate … the KEY to a niche -that pocket of profit with 16X the magnetism of lawn chairs and flashlights and bags of Ruffles -is the LANGUAGE. Speaking the exact, precise language of your audience. NAILING it. So they KNOW you’re one of them.

“Email is the best way of all. Because email is the ‘Inner Sanctum’ of the modern person’s world. It’s 10X more powerful than blogs, direct mail, or YouTube videos. It’s continuous, unfettered access to a person’s inner world. All you have to do is earn their trust and the keys to the kingdom are handed to you.

“Maintain their respect and they will love you.”

He’s absolutely correct.

Despite New Widgets Appearing, Relational Email Marketing is NOT Dead.

While newer, shinier, sexier channels are springing up on a monthly, or even weekly basis…

A new study shows that — despite the fact that social media gets nearly all the buzz — there’s still a MUCH bigger kid on the block: Email.

According to media research firm Ipsos (per Mashable), the gap is still pretty wide:

85% percent of adults surveyed from over 24 countries go online to use email.

Compare that to a still very impressive 62% that went online for “social networking.”

Here’s the thing: 62% is still a ridiculous number. I’m not trying to downplay the role of social media at all.

And despite what skeptics may say, social media does provide an ROI. And that ROI is very healthy.

The point is that email is NOT going anywhere… and we have little reason to believe that it will undergo ANY massive changes anytime soon. Google and Facebook have both tried to replace/revolutionize email and failed.

Here’s what’s clear — social media isn’t replacing email.

In fact, the trend is in the other direction. Many social media alerts are sent via email, as are receipts, statements, and warranty information. Another way of saying this is that whenever something occurs online, the PROOF is sent via email.

The real takeaway here is to understand that email reinforces social media. Even with declining delivery rates and tougher quality metrics that are making email a tougher place to connect with cold leads, it’s still the ultimate place for follow-up offers.

Truth be told, the ultimate marketing double play is to get social and email working together. Facebook is a place to get familiar with prospects and convert them into leads. Email is where you convert leads into clients.

Based on TaxProMarketer’s 10+ years of managing email campaigns and marketing on behalf of tax and accounting firms in North America, as well as metrics found in other, similar industries, the BEST, most profitable way to structure an email marketing program for your firm is as follows:

1) When you get a new lead, or you add someone to your email list, there should be an (automated, but warmly personal) “welcome” to the relationship.

This welcome and “warm up” series should:

  • Make sure your new subscriber feels welcomed and appreciated.
  • Set clear expectations.
  • Deliver on what you promise.
  • Give people a reason to like you.
  • Follow up, in a properly-timed way, with what sets YOU apart as a tax company

2) If the new contact is not “sold” within the first few weeks, and during this warm-up series, it is the job of your ongoing nurture emails to build this relationship for you.

The simple fact of the independent tax and accounting industry is that your prospects and clients are not “shopping” for a product when they are on your list. It is not “e-commerce”, and they are not in a “buy it now” mode.

That means that the core strategy of effective email marketing is to prove that you are A) authoritative, B) approachable, and C) reliable.

Your ongoing email relationship with your prospects and clients should be:

  • Timely
  • Conversational (written in the first person)
  • Pertinent to your clients’ lives (i.e. NO JARGON)
  • Frequent and reliable

We go into more detail on how to use email marketing in your tax and accounting firm here.

But read on for a deeper dive into additional media channels for distributing your marketing message to prospective new clients for your tax and accounting firm. 

Why should you care about social media?

Number one, the masses, i.e. your present and FUTURE clients, are there. Facebook is now the second most-visited website in the world, and its users (two-thirds of U.S. adults) are now skewing significantly wealthy and older.

At an average of three hours per day spent on social media and messaging, its uses as a communication tool with those users during that 3 hours per day are abundant.

But lest you dismiss this time as “wasted”, evidence shows that those 3 hours per day also convert to new leads for businesses. The percentage of U.S. Facebook users who were more likely to buy a product or visit a retailer or service professional based on a Facebook friend referral? 68%.

Here is the second reason: social media platforms represent the ultimate relationship tools. Building relationship with prospects and building relationships with your existing clients.

We have been managing social media platforms for tax and accounting firms since 2009 (yes, WAY, back then). In fact, we “invented” the social media management” industry within the tax and accounting space.

And as we have done so, we have developed our proprietary “Social Media Success Formula” …

Again, we dive deeper into each of these subjects right here – but let’s make sure you understand the number one goal of any social media platform …

You must get your followers and fans, OFF of social media and into higher-level interactions. By that I mean, get their full information.

On Facebook (whose terms of service for Pages is continually changing), you use your cover photo to incentivize your visitors to get more from you. You turn Facebook into a launching point to direct them into a more personal interaction — whereby you further incentivize them to give you their email information.

Suddenly, Facebook (and other social media properties like it) becomes not just a “playground” … but a REAL place to get REAL (email) leads for your firm.

The importance of your main firm website cannot be underestimated.

After all – no matter WHAT kind of marketing media you end up using, what do you think will be one of the first steps taken by any prospect?

They will Google you.

And when they do, what will they find? A glorified business card that does nothing to differentiate you from 50,000 other tax and accounting firms around the country (or those within your local market area)? Or, hopefully, they will find something that actually does something for you.

And here is the primary thing that your main website should accomplish for you:  → convert visitors to leads ←

You see, in our industry, the reality is that your prospective clients are not in a “buy now” mode when they come to your site – they are looking for information, and aren’t going to be purchasing tax services from your firm from a “shopping cart”.

So when we convert a visitor, what we are talking about is moving a website “visitor” into an actual, viable lead. There is a difference. You can have visitor who is not really a lead, because until they give you the keys to their little kingdom — i.e. give you their information — visits to your website mean nothing.

A quick side note:
We take care of these leads on behalf of our clients, capturing their information and moving them into a weekly email nurture system to turn them into paying clients. Sign up for a complimentary Leadflow Acceleration Session to learn more.

Here is the thing about the online world that you must understand: Anyone who comes to your website (or anyone that you connect with on social media) can — and will — slide on by with just the little press of a click. Users are INTENSELY distracted online.

Therefore, you must do something to capture that person and get them to stay — and enter their information.

Let’s start with some visual examples. These are actual contacts of ours, but we have done what we can to black out the names for you, to protect the innocent 🙂 …

 

This is a VERY common example. We actually picked a relatively good one, in terms of the copy! Because it is not just template copy — there has clearly been (at least a little bit of) effort put into this site. There is a headline: “Excellence in Relationships” and the opening: “Is There Anything as Important as Experience and Expertise?”

This is normally the extent of how most tax and accounting professionals “customize” their sites. However, dig deeper and there is nothing on this site, except for, basically, a brochure. So again — a click away, and your visitor is gone.

→ In short, there is no reason for your website visitors to actually begin some sort of relationship ←

You are, instead, banking on the fact that visitors either are A) already looking for YOU or B) just want any tax professional or accountant. (“Yeah, I’ll just take the old guy.”)

Now, one of the things that we see a lot when we look at different tax sites (and we have put a big, fat arrow on this in our next example), is the old standby (and only conversion mechanism, other than the phone): “Subscribe to our emailed newsletter.”

If you have this on your website, I challenge you to look at your statistics. If I’m a visitor, and I come to a site like this I think: Sign me up for spam, please! An “email newsletter” has no compelling reason for me to actually act!

Your website is the start of a relationship … and the foundation for all your other marketing.

To say it again, your website is the START of a relationship. It is not the destination point for your marketing.

And to begin that relationship, you will undoubtedly need a …

To illustrate what a lead magnet can be, here is an example that works really well.

You’ll notice that the visitor is first incentivized to click (and there are a variety of reasons for this — ranging from User Experience Optimization (UXO) and for lead generation purposes.

When they do so, they are given the opportunity to tell us more about themselves, which is always the best way to start a conversation. Right there is actually a reason for the person to enter their information! 

It is put at the top — what we call “above the fold” on your website. And what you see when you start doing this is that names come in, leads pile in, and your heretofore “brochure-style” site actually becomes a conversion machine.

Frankly, every page on your main website should do this one main thing: begin that relationship. That is critical.

So, to sum up — you must have some reason for your prospects to start a deeper relationship with your firm. Otherwise, you’re just another barker at the convention shouting out your wares.

So, What Do Your Prospects WANT?

Simple. They want personalized, no-nonsense, real-world guidance through the chaos of their financial lives. You’ve already got a tremendous advantage, as a financial professional, to garner respect with your authority. So create something which will make them see YOU as their “port in the storm”. Give that to them, and the keys to their kingdom are yours.

There are many more media channels to discuss.

From online channels: SEO, PPC (driving traffic), social advertising, retargeting and more.

And of course, there are offline channels. Direct mail, display advertising, “guerilla marketing”, referral generation, networking, joint ventures and more.

(We have a plethora of free resources for you to utilize on these channels in our free members area. Click the green “Get Started Now” button to access.)

But here is the most important thing we could tell you:

Unless you build your strategy with a LONG-TERM perspective and with the proper foundation, your marketing sinks before it can pay off in the long run.

Yes, you can play the short game — and we can help you with that. We LOVE helping our clients with that.

But if you want to build the kind of business that has sustainable health, you will begin with the items above, and set your firm’s course towards long-term success.