Every marketing book, course, and seminar tells you that your marketing must focus on the benefits of your product or service, not on the features. They also make a point that the features are secondary in motivating sales.
The problem is that practitioners are unsure of what their features are and what their benefits are. Examples provided to illustrate this point seldom relate to tax
problem resolution services. They describe things like a vacuum cleaner with the features like: being light weight and bagless, having on-board tools, a hepa filter, and a 5-year warranty. The corresponding benefits would be easy to carry without straining your back, economical-no bags to buy, save time never having to hunt for tools, better health because the powerful filter trapping microscopic organisisms, and risk-free peace of mind considering the no-excuses warranty.
So, it seems like it might help tax problem resolution practitioners get started writing their own copy to look at some examples on tax problem resolution services.
Our features include a highly trained staff, state of the art computer software, ten-person staff, flexible office hours, licensed to represent taxpayers before the IRS, and location.
The benefit of a highly trained staff is the comfort that the resolution achieved is the best solution to your tax problem. State-of-the-Art software means your case will be prepared quickly, completely, and your resolution achieved as quickly as
possible. Because we have a ten person staff your case will be given immediate
attention and speedy follow-up on all details. Our flexible office hours allows
you to meet with us when it’s convenient to you. You don’t need to miss work or
other important events. being local means you can reach us and meet with us
face-to-face. You will avoid the frustration of unanswered calls that taxpayers
dealing with distant firms report.
Couple the benefits approach with your firm’s client satisfaction commitment and you will see new clients at your door daily. Your client satisfaction commitment is, in fact, another feature that you should relate as a benefit to your prospective clients. For example, let’s say you have committed to prepare all paperwork on tax problem cases within one week of receipt. You might promote your business saying, “Your case will be treated as the most important thing we are determined to prove that to you. Your case will be completed and submitted to the IRS within one week of receiving the needed paperwork from you.”
Writing copy is a skill, it’s not like you are trying to write the next Harry Potter epic. Skills can be learned and improved. Give it a try, you will avoid spending huge fees and the best voice for your business is yours.