<\/a>including one to implement right now.<\/strong><\/p>\n
more small firm growth strategies:<\/b> make direct mail work for you<\/a> | how to use \u2018warmed-up\u2019 telemarketing<\/a> | technical aspects of video and youtube<\/a> | how to maximize online profile sites<\/a> | build your community reputation<\/a> | 5 ways to get more referrals<\/a> | use feedback for service innovation<\/a> | create your marketing plan<\/a>
\nexclusively for pro members. <\/span><\/strong>log in here<\/a> or 2022世界杯足球排名 today<\/a>.<\/span><\/p><\/blockquote>\n
the list<\/h3>\n
all of these items provide important clues to interested buyers about what you have to offer. i\u2019ve listed them in the order you should work on them. when you first start your business, you don\u2019t really even need a company name (you can just use your name); instead you just need clients!<\/p>\n
\n
- business cards<\/li>\n
- your biography<\/li>\n
- a professional headshot<\/li>\n
- your elevator speech<\/li>\n
- a nice signature file in your email software<\/li>\n
- an email response when you meet a prospect<\/li>\n
- company name<\/li>\n
- testimonials<\/li>\n
- a leave-behind for the prospect<\/li>\n
- a website or online presence<\/li>\n<\/ol>\n
later you can work on:<\/p>\n
\n
- logo<\/li>\n
- a tag line<\/li>\n
- a complimentary report<\/li>\n
- a newsletter shell<\/li>\n
- product or service name<\/li>\n
- a flyer<\/li>\n
- a mediator prospect kit<\/li>\n<\/ol>\n
let\u2019s review each of them.<\/p>\n
business cards<\/h3>\n
here are a couple of tips about your business card:<\/p>\n
\n
- keep it really clean and clutter-free. your service is all about getting people organized, deadline-free and balanced, so your card should look somewhat minimalist with style.<\/li>\n
- if you don\u2019t have a logo, use the logo of a certification you\u2019ve earned as your graphical element.<\/li>\n
- if you don\u2019t have a logo, put your name or your business name in text with color. it will do until you can get a logo done.<\/li>\n
- include:\n
headshot<\/h3>\n
social media has pretty much demanded we put our photo on our profiles and web pages. to not do so these days looks like we are hiding something.<\/p>\n
do take the time to go to a professional studio with quality lighting and a good backdrop. make sure your photo is approachable with you smiling and good eye contact. you should also be wearing professional work clothing. what\u2019s important is that you invested in your marketing materials\u00a0and have not taken shortcuts that look unprofessional.<\/p>\n
it\u2019s not as important what you look like, so please do not procrastinate on this step. we had one member (you know who you are) who waited a year to get his photo done (it\u2019s much harder to get the guys to go for the photo!). as soon as we posted it on his website, the phone started ringing more. do not wait! (it will cost you, and please do not shoot the messenger.)<\/p>\n
one word of warning for the ladies. one of my elite clients told a story about how she and another woman were ranked high in the intuit proadvisor\u00a0profile page listings for their city. the other woman used a candid shot from a formal party where she had a low-cut evening dress on. other prospects told my client that they would not consider calling someone who advertises like that. ladies, even if it\u2019s the best smile you\u2019ve ever seen of yourself in a picture, it must not be a glamour shot, and you must be covered up, dressed in business attire. anything that could be construed as sexual will drop the rates you can charge in business, studies show.<\/p>\n
elevator speech<\/h3>\n
you\u2019re sitting in a room with 30 other business entrepreneurs. each of you has one minute to introduce themselves to the group. you are number 25 to speak. will anyone listen? what can you do or say to catch your peers\u2019 attention, be memorable and have them approach you for business?<\/p>\n
tip: write and memorize your elevator speech so you don\u2019t have to keep reinventing the wheel.<\/p><\/blockquote>\n
put yourself in your potential customer\u2019s shoes for a minute. what is it about your business, your products and services, and you that would interest a potential buyer? why should they care? why should they stop what they\u2019re doing from their busy life and listen to you?<\/p>\n
almost every accounting website i see lists the services in a long bulleted list. yawn. the problem is that your client doesn\u2019t think like an accountant. they don\u2019t often know what they need. they just know they need a loan for their business, for example.<\/p>\n
if you do taxes, what most clients really<\/strong> want is to stay out of trouble with the irs. of course, your tax return services do that, but clients don\u2019t really care about the tax return. they care about how much they have to pay or how much they\u2019re getting back.<\/p>\n
they might not necessarily want financial statements. they want to know how much cash they have, whether they can make payroll and how much of a loan they should ask for.<\/p>\n
what matters today is solving client problems and selling solutions, not services.<\/p><\/blockquote>\n
the above questions are the ones you must constantly ask yourself when creating your marketing message, materials, and plans. this step is sometimes called building your unique selling proposition. here\u2019s an example of a result we will come up with:<\/p>\n
\u201cwe help insurance firms clean up their quickbooks files for their cpas.\u201d<\/p>\n
now fill in the blanks using your service description and a short version of your persona:<\/p>\n
we help _____(your ideal client\u00a0with motivation) __________(your service)_____.<\/p>\n
we help ___________________________________________________________ .<\/p>\n
now make it into a correct english sentence. this is a great start to your elevator speech.<\/p>\n
now we want to jazz it up and make it memorable.<\/p>\n
here are some messages to get your juices flowing:<\/p>\n
\u201ci streamline the accounting books for small businesses by customizing or implementing quickbooks.\u201d<\/p>\n
\u201ci save busy, successful small business owners time and money by streamlining their accounting books and training their bookkeeping staff on a fabulous product called quickbooks.\u201d<\/p>\n
how would you modify your message from above to add a motivation component?<\/p>\n
\u201ci help small businesses implement quickbooks so they can get excellent reports to make better business decisions.\u201d<\/p>\n
how would you modify your message from above to speak to your persona\u00a0more personally?<\/p>\n
\u201ci help attorneys discover their most profitable services by implementing quickbooks and teaching them how to use the reports.\u201d<\/p>\n
multiple benefits<\/strong><\/p>\n
your service likely has far more than one benefit. for example, an oil change service needs to be convenient, fast, local, reliable and affordable. list all of the benefits of your service that you can think of. ask your trusted clients if you are not sure of all the ways they benefit.<\/p>\n
many of these benefits should be worked into your marketing message. how would you modify your message from above to add additional benefits?<\/p>\n
\u201cour payroll service frees you from being tied to your desk every friday.\u201d<\/p>\n
\u201cwe provide an easy business startup checklist \u2026\u201d<\/p>\n
\u201ci streamline work-at-home moms\u2019 accounting books so they can have more time with their kids.\u201d<\/p>\n
differentiation<\/strong><\/p>\n
some of the reasons your product or service might be different from others include:<\/p>\n
\n
- location<\/li>\n
- price<\/li>\n
- personality<\/li>\n
- feeling of comfort, freedom, peace of mind, uncluttered mind<\/li>\n
- luxury or status symbol<\/li>\n
- safety<\/li>\n
- entertainment<\/li>\n
- details taken care of<\/li>\n
- what can you think of?<\/li>\n<\/ol>\n
tip: be able to answer what makes you different from your competitors.<\/p><\/blockquote>\n
in your quest to find out what your uniqueness is, here are a few more questions.<\/p>\n
\n
- what do current and past clients say they feel is your (product\u2019s or service\u2019s) best trait? in other words, why did they buy from you?<\/li>\n<\/ol>\n
\n
- \u201caccountant helped client run their business better.\u201d<\/li>\n
- \u201cclient saved expenses.\u201d<\/li>\n<\/ul>\n
\n
- what pain do you feel you ease of the customer\u2019s?<\/li>\n<\/ol>\n
\n
- \u201cwe take care of the details.\u201d<\/li>\n
- \u201cwe worry about deadlines so clients don\u2019t have to.\u201d<\/li>\n<\/ul>\n
\n
- what is the best thing about you, your product or your service?<\/li>\n<\/ol>\n
from these answers, you should be getting an idea of how your product or service will be serving the marketplace and where it fits.<\/p>\n
in recent years, it has gotten more complicated to get your message through the clutter of other ads these days. so let\u2019s check your message against three key features that must be taken into account. (source: “the advertised mind”)<\/p>\n
\n
- attention<\/li>\n
- likability<\/li>\n
- emotional impact<\/li>\n<\/ul>\n
first, your message has to grab client\u2019s attention<\/strong>. if the client doesn\u2019t notice it through all the other messages s\/he gets through email, internet, radio, tv, phone, billboard, etc., then it will not be effective.<\/p>\n
second, the client must like<\/strong> your message. if the client doesn\u2019t like your message, there will be no action to purchase. ad-liking promotes memory of your message.<\/p>\n
third, your message must have emotional<\/strong> impact. it must ease pain or solve an emotional problem.<\/p>\n
tip: in today\u2019s noise, your message needs to stand out and be likable.<\/p><\/blockquote>\n
how does your message rate?<\/p>\n
here are some ideas to jazz it up:<\/p>\n
\u201care your books a mess? let us save you money by cleaning up your quickbooks files.\u201d<\/p>\n
\u201cdoes the thought of accounting or the irs send you hiding in the closet? we love taking care of your bookkeeping so you don\u2019t have to worry.\u201d<\/p>\n
\u201cif the thought of having to know the 27 new irs regulations that just came out makes you want to scream, relax. you can hire us to keep your books compliant.\u201d<\/p>\n
list your ideas. what you\u2019ve just written is your new elevator speech. take what you\u2019ve written and practice saying it. test it on a few friends to see how memorable it is.<\/p>\n
spend some time on your delivery. most of the accountants i have met tend to be soft-spoken, even introverted. don\u2019t mumble! practice your delivery with voice variety (don\u2019t speak flatly), voice volume and especially, energy. be enthusiastic about who you are and confident about what you do.<\/p>\n
if you are petrified of speaking\u00a0in front of groups, it will show. spend time in toastmasters (http:\/\/www.toastmasters.org<\/a>) to overcome your fears and polish your delivery.<\/p>\n
call to action<\/strong><\/p>\n
steve cone in his book “steal these ideas” says that today\u2019s messages need three things:<\/p>\n
\n
- excitement<\/li>\n
- news<\/li>\n
- a call to action<\/li>\n<\/ol>\n
before we leave you with a final elevator speech, let\u2019s add a call to action. what should prospects do if they want to find out more? give them a task. tell them what to do exactly. it\u2019s kind of amazing when you watch them do exactly what you told them to. here\u2019s the last message modified for a call to action:<\/p>\n
tip: tell people what you want them to do in your message.<\/p><\/blockquote>\n
\u201cif the thought of having to know the 27 new irs regulations that just came out makes you want to scream, relax. to find out more about hiring us to keep your books compliant, pass me your business card right now.\u201d<\/p>\n
\u201cif the thought of having to know the 27 new irs regulations that just came out makes you want to scream, relax. for a free 15-minute consultation about how these rules might affect your business, pass me your business card right now.\u201d<\/p>\n
write your final elevator speech, adding a call to action\u00a0at the end.<\/p>\n
signature file<\/h3>\n
spend a few minutes crafting a nice signature file that can be appended to every message you send out. of course, you might need to send out the circular messages as well, but don\u2019t pass up using your signature file for marketing purposes.<\/p>\n
here\u2019s a start:<\/p>\n
sandi smith leyva,<\/strong> president, sandra l. leyva, inc., plano, tx <\/strong><\/p>\n
408-971-1104 | fax 207.512.9309\u00a0| <\/strong>http:\/\/www.accountantsaccelerator.com<\/strong><\/a>\u00a0<\/strong><\/p>\n
you can do a couple of things with the last line:<\/p>\n
\n
- use a tag line as i did above.<\/li>\n
- make a free offer if you have one. (get our free report or claim your complimentary consult)<\/li>\n<\/ol>\n
sandi smith leyva,<\/strong> president, sandra l. leyva, inc., plano, tx <\/strong><\/p>\n
408-971-1104 | fax 207.512.9309\u00a0| <\/strong>http:\/\/www.accountantsaccelerator.com<\/strong><\/a>\u00a0<\/strong><\/p>\n
\n
- ask for referrals. (we love and thrive on your referrals!)<\/li>\n<\/ol>\n
sandi smith leyva,<\/strong> president, sandra l. leyva, inc., plano, tx <\/strong><\/p>\n
408-971-1104 | fax 207.512.9309\u00a0| <\/strong>http:\/\/www.accountantsaccelerator.com<\/strong><\/a>\u00a0<\/strong><\/p>\n
we love and thrive on your referrals! <\/em><\/strong><\/p>\n
email response<\/h3>\n
it will be worth your time to word a \u201cshell\u201d response that you can modify and send after you have met with a prospect.<\/p>\n
here is a very informal one for after you\u2019ve met someone at a networking meeting:<\/p>\n
subject: following up from abc networking meeting<\/p>\n
hi __,<\/p>\n
it was great meeting you earlier today and finding out about your business. [say something customized here.]<\/p>\n
if it\u2019s right for you, i\u2019d love for you to sign up for my newsletter\u00a0full of tips on smart marketing. http:\/\/www.yourdomain.com<\/a> [offer them anything you have that\u2019s free.]<\/p>\n
for warmer prospects<\/strong><\/p>\n
here\u2019s a more formal one that will also require a prospect kit or proposal.<\/p>\n
subject: your company name accounting services<\/p>\n
include testimonial\u00a0of similar industry<\/p>\n
i love getting to know new businesses and look forward to speaking\u00a0with you soon.<\/p>\n
company name<\/h3>\n
if you are a cpa, please check your state board of public accountancy laws before you select a name. you are often quite limited in your selection.<\/p>\n
if you are not a cpa, you might have some limitations as well. for example, non-cpas in texas cannot use the word \u201caccountant\u201d or something like that.<\/p>\n
once you\u2019ve researched your limitations, you can come up with a name, which is a very personal process. some components that can be in your name:<\/p>\n
\n
- your own name<\/li>\n
- geography<\/li>\n
- service words like tax, accounting, cfo, controller, books, bookkeeping, numbers, training or consulting<\/li>\n
- descriptive words like solutions, services, performance, professional or results<\/li>\n
- team words such as group, associates or partners<\/li>\n<\/ul>\n
it takes time to create a good name, and there are actually people you can hire to help you. it\u2019s also a very personal decision.<\/p>\n
if it\u2019s not clear in your name what you offer, you must have a tag line right underneath it at all times to explain it. it\u2019s fun to be cutesy, but if no one gets what you do, it won\u2019t work and it will cost you quite a bit more in marketing to explain it every time.<\/p>\n
before you finalize your name, check to see if the domain is available and get it registered at a domain registry. we use namecheap.com.<\/p>\n
after you\u2019ve decided on your name, you should file a fictitious name certificate or assumed names certificate at your county office. if you plan to incorporate, you should file your papers to claim your name with the state.<\/p>\n
finally, there are times when you might want to trademark a name. do check with a lawyer on this because we cannot give legal advice. i will say we do have a couple of trademarks on our brands: accountant\u2019s accelerator and brainways training & development are trademarked in the u.s.<\/p>\n
testimonials<\/h3>\n
this will be the topic of my next post.<\/p>\n
a leave-behind for the prospect<\/h3>\n
there are lots of things you can create to help you stand out during the sales process or even to leave with current clients as a bonus. here are several ideas:<\/p>\n
\n
- educational support, such as\n
\n
- a diagram of the difference between cloud accounting and desktop accounting<\/li>\n
- top shortcut tips for a client\u2019s accounting system<\/li>\n
- how to read a balance sheet or income statement<\/li>\n
- content such as a relevant case study, an article, white paper or report<\/li>\n<\/ul>\n<\/li>\n
- a prospect kit or parts of it<\/li>\n<\/ol>\n
\n","protected":false},"excerpt":{"rendered":"
including one to implement right now.<\/strong>
\nby sandi leyva<\/em>
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