Monthly Archives: July 2014

Boost Productivity by Encouraging Office Camaraderie

michael-rozbruch-tax-officeManaging any office, no matter what size and no matter how many employees, can create many challenges. While they may vary slightly from profession to profession, one of the biggest bottlenecks in any company is keeping employees and (ok, let’s be honest) often, ourselves on track. Focusing and being productive throughout the workday can sometimes be hard. Every office in the world has experienced the occasional mid-workday slump, where everyone’s brains start to turn off and distractions like social media and personal phones seem more and more tempting. While there is nothing wrong with allowing employees to cut out early every once in a while, if you find your office is repeatedly losing momentum you will likely want to look for other more proactive ways to boost productivity.

Did you know studies show that offices that actively promote office camaraderie are significantly more productive? It’s true! It may seem counterproductive at first, but if you allow your employees some time periodically throughout the week to enjoy non-work related activities together, your office as a whole will get more done.

Try scheduling weekly office lunches for your staff; take them out to a restaurant or order in and have everyone sit together and eat. You could organize an office sports team, support a charity cause together, or have one night a week where the staff leaves early and goes to a local happy hour. Fostering an environment where your employees enjoy spending time together makes for an overall happier and more productive workplace. Team projects will get done more efficiently and with less conflict, and it will also help cut down on one of productivity’s biggest enemies—interoffice gossip!

Bottom line: happy people get more done, and if people look forward to coming to work every day, they are going to be more inclined to work hard to ensure they keep their jobs for a long time. Not to mention allowing for a little mid-day socializing gives your employees a chance to blow off some steam and recharge a bit, and will help them focus on their work the rest of the day. Remember, all work and no play can make for a stagnate office!

Life is a Highway, Your Practice is Your Vehicle

be-a-man-rozbruch

1968 Oldsmobile 4-4-2

My wife, Roslyn, and I have been married for almost 30 years now; she keeps me on the straight and narrow. She’s been undeniably supportive of all my business endeavors (and hobbies) and currently serves as Director of Operations here at the Roz Marketing Group. Together we have two beautiful daughters; our oldest is a stand-up comedian (you can usually find her doing a comedy gig on Sunset Boulevard), and our youngest just graduated, summa cum laude, from the University of Colorado at Boulder–she’s pursuing a Clinical Psychology PhD from Palo Alto University. Where she gets her book smarts from, I don’t know, but we joke that she’s got plenty of material for her psychology degree at home. I suppose the same can be said for the comedian in the family.

I consider myself a very lucky man to have been blessed with such a lovely family, but having lived my life surrounded by women, I’ve adopted some manly hobbies in effort to keep the balance. For one, I’m an avid cigar smoker–good cigars, that is–and passionate about classic cars. I don’t have a vast collection myself, but that’s only because I’ve poured most of my efforts (and budget) into one car, and one car only. A 1968 Olds 4-4-2. But (aside from my children) she’s my pride and joy. It’s the same car I had in high school (okay, not exactly the same, but replicated), but this time around I had enough money to have it modified; to turn it into the race car I always hoped it would be. Any “spare time” I have is almost always spent tinkering around in the garage or drooling over muscle cars at the nearest car show. Over the years, my passion for classic cars has overlapped with my passion for marketing–and before long it became apparent that the two aren’t as mutually exclusive as I originally thought.

You may have heard me say that I’m going to “supercharge your business.” Well, for those of you who aren’t familiar with the inner workings of an engine, a supercharger essentially adds 70 to 80 more horsepower on top of what you already have. If you let me coach you, I’m going to supercharge your practice! Which means you’ll walk away with 70 to 80%+ more clients than ever before.

But it doesn’t stop there. Ever heard of a dyno? A car dyno is a lift that keeps the back tires on a rotating spindle–which means you can floor it without going anywhere. It’s fun because you can see how fast  you can go, and how much horsepower you can make, without risking a ticket, and it’s beneficial for your car because it tunes the tranny drivetrain and syncs the engine. Well, we’re a dyno for your practice! We allow you to see just how powerful you can be and we fine tune your business while we’re at it. We ensure that all your components are in sync and that your engine is running smoothly. If there’s one thing I know, it’s how to build is a business as solid as an Oldsmobile chassis–with that in mind, there’s just one question: are you ready to supercharge your practice? Well then, start your engines!

Common Mistakes When Marketing To New Clients

The 3 Most Common Mistakes Practitioners make when marketing for New Clients

Mistake #1:  Look, we all know we need new clients to thrive, but one of the biggest mistakes most professionals make is not tracking the results of their marketing and advertising efforts.  They don’t know what works or what doesn’t. The solution is to “tag” each and every type of direct response or lead generation advertising you do, whether offline or online, with unique identifiers such as toll free phone numbers (866, 877, 888) or URLs. This way you’ll know the source that prompted the prospect to contact you. What’s even more important is you’ll know how well the lead source converted into actual clients. You can receive a lot of leads from a source without converting them through no fault of you own. For example, if you advertise in a depressed or low income demographic market, it’s likely that these taxpayers can’t afford your fees and probably owe the IRS just a few thousand dollars. Conversely, you may only get small number of leads from a “better” geographical or demographical area but they convert at a much higher rate. (These taxpayers owe a lot more to the IRS and CAN afford your fees). What would you rather have…25 leads that converted into 1 client or 12 leads that converted into 3 clients? Tracking your marketing religiously by lead source all the way through to conversion will give you the insight necessarily to grow your practice more efficiently, quickly and much more profitably.

Mistake #2: I can’t believe how many practitioners don’t have a website or if they do, they don’t capture contact information from taxpayers wanting information about their IRS Problems. They don’t have a way to capture leads online. Some of the websites I’ve seen look like they were designed by their uncle Sylvester. Today, you MUST have a GREAT website because any new potential client is going to go there first before they hire you to check you out. A great website should be created to get visitors to stay on it for a while so that they request your free content/information in exchange for their contact data. CPAs, EAs and Lawyers should not use their firm name as the big headline on their websites. Or, how many years they’ve been in business. No one cares! No silly pictures of 1040 forms, or calculators, pencils or cityscapes. No pictures of people with their arms crossed standing in front of a bookshelf full of books. You need strong direct response copy and good educational and informational content that answer questions that prospects have concerning their IRS Problems.

Mistake #3: Most professionals don’t know what it costs to get a new IRS Problem client. If conventional tax prep or accounting client is worth $300 to $1,000 obviously you can’t spend a whole lot of money marketing to this segment of the population. But if a tax resolution client brings in at least $5,000 + and “drops” exponentially more money to your bottom line, you can invest a lot more money attracting these types of clients. You need to change your thinking and realize that a tax resolution client is so much more profitable and ultimately more valuable to you than a traditional tax prep client or accounting client. Marketing for tax prep and accounting clients is not only “old school” but is a commoditized business today and has been for some time. When you only have a commodity to sell the only point of difference you can compete on is price. Not a pretty place to be. Getting back to our example of our tax resolution client…Let’s say you make a 40% net profit on this type of client, which is $2,000, how much are you willing to spend to get more of these types of clients? This is the way you need to look at marketing in order to build your practice and enjoy the lifestyle you and your family deserve.