CPA - Accounting
Firm Marketing Newsletter:
The innovative Starter Product Strategy
This issue
of CPA Marketing Tips concerns publishing and utilising publications
as a starter for creating a line of communication to new prospective
clients in your marketing.
Many accounting
professionals have approached me with some GREAT ideas, asking
for pointers on how to create and publish these ideas on the
Internet as information products.
I have helped
as best I could – but this is a HUGE subject indeed –
and there's only so much time. For this reason, I decided to
publish a definitive guide on creating informatoin products and
it is in Part 11 of your Modern Accountancy Marketing Course.
CPA marketing:
Utilizing your expertise and experience more effectivily in marketing
communication
In the course
of my work with practitioners, I'm constantly amazed at how many
fabulous ideas accounting professionals have for information
products.
In fact, anyone
who has established a practice has gone through a mountain of
barriers, solving a multitude of problems, relating either to
the practice or the business activities of clients.
Suffice to
say that you have developed a large number of SOLUTIONS, which
would be EXTREMELY VALUABLE to a lot of business owners who are
currently wrestling with the corresponding problems.
Experience
is so valuable.
In their daily
work with various industries, many professionals have had to
find out the secrets of different client groups the hard way.
There's no end to how many potential six, seven-figure future
incomes are out there on the field... in form of experience.
Internet provides
a distribution network that is practically FREE. In fact, I've
heard from several authors within the Accounting Industry that
in the future, they will sell and distribute their work exclusively
through the World Wide Web.
The income
potential is just so much more – and Internet makes the
whole planet available as one huge market with well over hundred
million potential buyers.
But let's FORGET
about income from your publications altogether.
Let's just
talk about...
...what amazing
pull for your accounting services is created by published information!
To publish
anything means that someone is going to read it, provided
it's out there to be read.
Anyone reading
what you publish means they're in communication with you.
And anyone
with whom you're in communication can become INTERESTED in
your knowhow and services.
It's that simple.
Look back to
ANY successful cycle with a prospect who signed onto your services,
and you'll find one thing in common with all your successes in
sales:
You got
into communication with the person FIRST.
That —
and that ALONE — was what led to cooperation between you
and your prospects.
You can theorize
all you like and make a thousand plans, but in the final analysis
only those cycles in which you engaged someone in communication
(and continued it in good sprits and agreement) lead to a successful
closure with prospects.
And that's
what a starter product (a publication that STARTS the prospect
in communication with you) is all about...
Starter Products:
How to quadruple your clientele while actually making money from
marketing of accounting services
Starter Products
are smaller services or products (such as a "how to"
manual or a "Buyer's Guide") that are sold as the FIRST
item of sale to new prospective clients.
The benefits
are many. A good Starter Product does not necessitate for the
client to change accountants (yet!) and its low cost makes it
possible to buy as an impulse.
For you, the
Starter Product represents a foot in. A smart Starter Product
always SELLS your main service WHILE delivering what it promises.
It doesn't matter if your Starter Product is a special consultation
or a "How to choose the best accountant" guide.
It works regardless!
For you, a
good Starter Product is easy and quick to deliver. You can print
it and mail it... or you can have it as an online download so
delivery is made by email.
Because it's
quick and easy to deliver (requiring no time basically) you can
actually make a profit out of selling a starter product as your
marketing spearhead.
But the main
point is this:
Since it is
so INEXPENSIVE, you can sell it in VOLUME. And since it is so
standardized (a specific consultation or a ready information
product) it can be tested to perfection — in other words,
you can achieve high certainty that clients WILL LOVE IT.
Once they've
bought SOMETHING from you — and received even MORE than
they expected — they'll TRUST YOU a lot more the next time
around.
And what they
bought from you was COMMUNICATION, which made them feel they
know you AND trust you more than previously.
Thus, closing
these Starter Product buyers into actual accounting service clients
is much, MUCH easier, especially if you use the one in Part 12
of your Modern Accountancy Marketing Course as it comes with
ready tools to ensure this transition with each prospect.
As a Starter
Product is so inexpensive and easy to sell (AND you can sell
it to EVERYONE, since no decision to change accountants is required
to purchase it), YOU WILL HAVE LOTS OF PROSPECTS TO WORK WITH!
If your Starter
Product or Package is a manual (or includes an information product)
Internet is the place to sell these. It costs you less than $100
a month (with the BEST of solution providers!) to maintain an
online business selling information products profitably, and
this includes ALL (web site, hosting, merchant account to charge
credit cards, shopping cart, etc.)
In fact, you
can do it all totally FREE OF CHARGE if you want — although
I don't recommend saving pennies because in the end, they'll
cost you a lot more... but you can START free of charge!
The ingenious
thing about the starter product strategy is that people will
PAY to become your prospect.
Now, wouldn't
that be a nice turn of flow?
If you want
to learn more about HOW to create a Starter Product for your
own practice, read the article " Educating clients &
potential clients to understand finance & accounting" on our site
to obtain more information.
Turn the table,
redirect the flows... and you will prosper!
Best wishes,
Harry Kafka
HDK Consultants
Ltd
32 Manning Close
Richmond Square
East Grinstead RH19 2DR
West Sussex, United Kingdom
Tel. 01342-328 116
From U.S: 011-44-1342-328-116
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