Real Tax Business Success
Lesson - 24
“Congruence” and Reinforcement:
Author: Chauncey Hutter Jr.
Hey, here’s a real simple step that many tax pros MISS.
Use “inner office” brochures and fliers to REINFORCE your external marketing!
Many of our members do a good job getting new clients in the door, but then once the client is THERE, they don’t do anything to reinforce the sales message that GOT them there. You want to advertise WITHIN your office…not just outside of it.
A few things you must remember about advertising IN your office.
One, if your clients are ALREADY in your office, your message doesn’t need to be (and shouldn’t be) the same as the external message you’re currently promoting.
Your internal marketing should REINFORCE the same external message but in a different way.
Let’s say you have a banner outside your building that reads, “1 Day Tax Preparation Service -- GUARANTEED” (see flier for details).
Why would you do that? Basically because you can’t and shouldn’t put your “whole” marketing message up on a 4 x 8 banner. You should make your best marketing USP point clear and simple and then leave rest up to “selling” as you answer their questions or hand them the flier or brochure.
The same holds true in direct mail pieces. Sometimes economics doesn’t let you tell your “whole selling story” because you only have a few inches on a Money Mailer coupon, or less space than a four page sales letter.
Saying in your ad or sales letter, see guarantee flier for details helps you use more “emotional” selling phrases the keep your reader in the copy, and then they can “logically” back up their emotions by reading the details or asking your employees questions.
Your flier might say “Our guarantee applies to 95% of our clients’ tax returns. If you are one of the 5% then we will tell you up front that you wouldn’t be eligible for our one day tax service.”
That’s simple but you don’t want to say all of that in the beginning of your ad. You’d lose sales! That’s why you have inner office brochures. Not to sell them again. (They are already there.)
Just use them to remind your clients of all the benefits of using you as a tax service and even to “cover yourself” if you have clients complaining about particular features of your services or guarantees.
Chauncey Hutter Jr.
Tax Marketing Expert
Chauncey Hutter, Jr, is a best-selling author and leading marketing consultant and success coach to the tax industry. Mr. Hutter grew his father’s $50,000 per year tax preparation business to a multi-million dollar empire with 24 locations, 400+ employees and over 27,000 tax clients all coming from his marketing campaigns.
For more info on Real Tax Business Success, go to www.taxmarketing.com
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Real Tax Business Success
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