We’re continuing to go over what most Tax Professionals “miss” when they communicate with prospects, clients and (even) staff. Implementing these often-overlooked secrets were fundamental to our tax business success…
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 (that relate to your product or service) to the main offer.
We talked about the “Ginsu Knife” technique and the “something for nothing” strategy. But if what you are piling on as your added bonuses or premiums don’t relate to what you’re selling, or if these “free gifts” don’t help advance the sales process in some way, you are really wasting your time and probably losing some money in the process!
How do you know if the bonuses and premiums you want to use will help stimulate sales and/or increase word of mouth referrals? Well, ultimately you don’t know until you actually “test” a few things first.
What kind of things do you need to do before you start spending money on “tests” to increase your odds of success? Well, the first thing you have to remember is if the client doesn’t care or doesn’t want what you are offering as a premium or free gift, it doesn’t matter what you call it, the EXTRA promotional strategy will not work for the long term.
Make sure that before you start naming or titling your bonus for a premium, you can put it together yourself (or purchase) each unit cheaply enough that your expense is minimal, but your PERCEIVED VALUE IS HIGH!
Let me give you an example:
Buy a few booklets (making up your own little pamphlet is better) and use them as bonuses for one of your target markets. Let’s say you want to offer a bonus to the “white collar, middle income” market to help sell your tax services better.
You could have as a bonus in your advertising, “FREE Investor’s Handbook: 11 Secret Tips To Investing Without Risk Which Save You Money On Your Taxes At The Same Time!
If that is one of the types of services you could provide your clients and it is a “hot button” for your target market, then the bonus WILL increase your response in your ads! In some cases you’ll find the actual “bonus” you’re offering for free is what the client wants more than the actual service you may be offering.
But, what if we just called the bonus, FREE Investor’s Handbook! Do you think the title will make a difference? You bet it will. (If you don’t believe me, “split test” it yourself. I’ll bet you a dollar to a donut the better “selling” title will win.)
If you can offer multiple “selling titled” premiums it’s even better. Using that same middle income target market I could offer the…