| Truth be told, you don't have to be an award winning | | | | This is the time and opportunity to toot your own horn. |
| copywriter to create effective marketing materials for | | | | A few things you may consider to put here are the |
| your CPA practice. I found out a number of years | | | | length of time you have been in this area of expertise, |
| back that even the "pros" use templates to create ads | | | | as well as important awards or recognition. |
| and sales letters that get results. | | | | For myself, I talk about my credentials, including the |
| Before I share my template, it is important to first | | | | fact that I am author of a book and a list of |
| understand some of the objections that may be going | | | | magazines I have appeared in. |
| on in the mind of the prospect whenever they see | | | | 5) Show the benefits |
| your advertising. You will want to make sure the | | | | Help your prospects understand what they will gain |
| marketing piece you create overcomes these | | | | from your services. |
| objections. | | | | 6) Give social proof |
| These objections could include: | | | | Provide testimonials from real clients as evidence that |
| You don't understand my problem. | | | | your claims are true. |
| How do I know you are qualified? | | | | 7) Make your offer |
| I don't believe you. | | | | Have a specific offer-more specific than your general |
| I don't need it right now. | | | | services. |
| It won't work for me. | | | | 8) Give a guarantee |
| What happens if I don't like it? | | | | Guarantees help overcome the objection "What if it |
| I can't afford it. | | | | doesn't work?" |
| Here is my 12-point template to follow to create | | | | 9) Inject scarcity |
| effective material pieces: | | | | Make sure the reader understands this offer isn't going |
| 1) Get attention | | | | to be available forever. This helps to encourage them |
| If the headline doesn't catch the prospect's attention, | | | | to take action now. |
| the rest of the letter will not be read. Here's an | | | | 10) Call to action |
| example of a good headline: "Some Small Business | | | | Tell prospects clearly and specifically what to do in |
| Owners Pay A Lot More Tax Than Others; Will You | | | | order to take you up on your offer. |
| Pay Too Much In 2009?" | | | | 11) Give a warning |
| 2) Identify the problem | | | | What will the prospects miss out on if they don't take |
| After you have gotten the reader's attention, you need | | | | action now? |
| to gain their interest by spelling out their problem. The | | | | 12) Close with a reminder |
| reader should say to themselves "yeah, that's exactly | | | | Sure, twelve steps are a little more work than slapping |
| how I feel" when he or she reads your sales letter. | | | | down your name, address, and phone number in an |
| This technique in the marketing world is called "problem | | | | image ad. But if you are serious about growing your |
| - agitate." | | | | CPA practice, it is important to implement effective |
| 3) Provide the solution | | | | CPA marketing techniques. |
| In this section, you will introduce yourself and your | | | | From hereon, whenever you want to create effective |
| services. You position yourself as the solution to their | | | | CPA firm marketing materials, follow the 12-point |
| problem. | | | | template that I have just shared with you. |
| 4) Present your credentials | | | | |