Today, an ASTPS member scheduled an appointment to get a little advice on generating some new business during tax season. I’ll call him Tom, that’s not his name, but it’s short and easy to type. Tom didn’t want to let the season pass without taking advantage of the time when taxes are on every mind. A truly commendable thought. I started our conversation asking him about his current efforts. Tom started telling me about many things he wants to do including social media marketing, search engine optimization, and email campaigns. I got him to stop thinking about the list of wanna-dos and tell me
what he is actually doing.
Well, Tom has created a great brochure, run a few local print ads, and has joined a couple of community groups for networking. Next, I asked how he uses his brochures. He has them right on the front counter in his waiting room. Wow! That’ll bring in a ton of business. Sorry, I sometimes can’t avoid a little facetiousness and sarcasm. I suggested Tom stop worrying about the internet marketing until he got the basics in order. I asked do you put your brochure in with your monthly billing statements? No. Do you have them in local businesses? No. Do you mail them to any new prospect who calls? Have you tried mailing them to the names on the local federal tax lien list? No. Get the picture?
When I asked Tom why he has not taken any of the actions I asked about, ready for this? He said, “If I did all those things I’d run out of brochures in short order! And those things are expensive to print.” Just how much business will Tom get out of that inventory of brochures in his storeroom?
We spent the rest of the call discussing how Tom could get acrylic brochure stands, contact some high traffic locations, and get them to allow him to place them in their business. Ask present business clients to put the brochures out for their customers. Many super markets and coffee shops have community bulletin boards where he could tack up a couple of brochures.
Tom could go to area truck stops and get the manager to put his brochure holder near the cash register. Even if he has to pay that manager $50 a month to keep the brochure holder filled, one $4,000 case covers a lot of brochures and manager payments.
Finally, Tom and I discussed how he might partner with other businesses to mail their information to his clients in exchange for them mailing his (highly valuable) brochures to their clients. I suggested he think about financial planners, college financing planners, or attorneys who might be open to the idea.
None of these actions is costly, difficult, or brilliant. They can produce a great ROI. Effectiveness is far superior to brilliance anyway.
Tom has scheduled another appointment for later in the week. We are to discuss some of the other basic marketing actions he needs to get working. If there are some nuggets worth sharing, I’ll include them in the future.
