Tag Archives: professional practice

It’s Not What You say, but How You Say It

My wife Roslyn was at a restaurant recently, and sitting at the table next to her were two couples. One man commented to the other and said how great his secretary was. The wife of the man talking cut him off and said, “How good could she be? All she does is answer the phones—anyone can pick up a phone and say ‘Hello.’” She wanted to lean over and tell her to stop being so mean to her husband, and to also say that nothing could be further from the truth.

One of my “Roz-isms” that I always say is, “It’s not what you say, but how you say it.” Meaning how you respond to someone— the words you choose to use—makes a big difference on how someone will react to you. This holds especially true for whoever answers the phones for your business.

The person answering your phones is the first interaction someone has with your company, and that person is representing you. What your receptionist says and how he/she says it will make a difference if a potential client wants to make an appointment with you. When I had my tax resolution business, I had three receptionists at the front desk. I never wanted an incoming call to go to voicemail, but more important, I provided a script (which is included in my Tax Domination System & Toolkit) for how the receptionist would talk to the person calling.

Think about it—when you call someone who provides a service, don’t you feel a certain way—happy, annoyed, or worse, angry—depending on how that person talked to you? To test out my theory, have someone you know call in as a “secret shopper” and let you know how they were treated. It’s that important to know your phones are being answered properly.

Effective Tax Resolution Marketing in Yellow Pages is Possible

Effective tax resolution marketing in the yellow pages is possible – IF it is done properly.

Whether you’ve been doing IRS representation work for a while or just starting out you probably “heard” that phone book advertising doesn’t work anymore or it’s only for those large national firms with money to burn. You’re probably saying to yourself “nobody’s going to see my tiny little ad with their ads overtaking the entire page.”

Not true. Yellow pages ads aren’t what they used to be – it’s now a buyer’s market for advertising space. Phone book companies are on a mission to offset printing costs, which in turn is a big advantage for you as they are offering deeply discounted rates on ad space for businesses. This puts you on the same playing field with the “big boys” since your name is right next to theirs, giving you additional credibility in this practice area.

Of course, none of this matters if your ad doesn’t bring in new clients. So instead of writing the same old copy that includes your firm’s name and phone number, choose to create one that will complement your tax resolution marketing content. This must include:

  • A compelling headline – Make this stand out. You have to grab attention and keep it.
  • Interesting copy – You don’t have a lot of room so make every word count.
  • An Irresistible offer – entice the reader with a free special report, free book, CD or DVD leading them to your website to obtain it.
  • A unique trackable link or phone number – You must always set up a unique phone number or web link for every piece of marketing in order to track response. The ad should pay for itself by bringing in new prospects every month.

Print advertising is just one of the many ways your firm can attract new clients.

For more great tax resolution marketing strategies, call (888) 670-0303 today to get our exclusive tax resolution emails delivered right to your inbox or click the link below to download The 7 Essential Steps to Tax Resolution Marketing Success. http://www.rozstrategies.com/

Work on Your Tax Resolution Marketing and Business

Are you ready to Get In the Business of Growing Your Business? Then you need to make marketing part of your daily practice.

When I teach at my conferences, coach clients and work with my academy members, I always talk about the importance of making time to work ON your business, not just IN it.

You need to spend at least 60 minutes a day on marketing and working ON your business. Make a daily appointment with yourself and keep it!

Special Webinar-Maximizing Your Brochure Marketing

On Wednesday, Sept. 17th at 12pm Pacific Time, I will be conducting a Brochure Marketing Makeover Training Webinar with special guest, Larry Lawler, CPA, EA and Executive Director of the American Society of Tax Problem Solvers (ASTPS).

This training webinar is designed to help you to maximize your brochure’s effectiveness to generate more business for you! In the webinar, we will teach the following:

  • The 9+ “must haves” which drastically increase the effectiveness of every brochure;
  • Which 5+ Lethal Brochure Mistakes can keep the phone from ringing;
  • How to apply these same tips and strategies to your business cards and other marketing pieces.

This webinar is packed full of helpful information and is exclusive to my Insider’s Circle Coaching Members

If you are not already an Insider’s Circle Member to Get in the Business of Growing Your Business, click on the link to learn more: http://www.rozstrategies.com/inner-circle-membership-coaching.php


Life is a Highway, Your Practice is Your Vehicle


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!

Are You Committing This Advertising Mistake?

One of the biggest mistakes that the majority of attorneys, CPAs and Enrolled Agents make… and most don’t even realize it, is their marketing is all about them and not their prospective clients.

This occurs mostly because they are copying what other professional practices do. Plus, I believe professionals experience some confusion when reviewing advertising ethics that different organizations direct towards their professional practices.

What is this big mistake? Their copy is company-focused instead of client-focused. What I mean by “company-focused” is that the ad or webpage, etc. is all about the professional provider when it should be “client-focused” or all about the consumer.

You see, truth be told, your clients aren’t really concerned about your credentials and accolades. They want to know what you can do for them. They want to know… can you really help them…can you solve their problems… and give them what they want and need? In other words, your ad should be about them—not you.

For example, the following is typical copy found on a professional provider’s website:  “Founded in 2001, we are the area’s leading provider of IRS Representation services with a proven track record. Our approach combines an innovative team-based structure with our highly developed four-part strategic communication and service method.”

Can you see how it’s focused on the provider?

Change this to be about the client and your copy might say: “You’ll get immediate relief and the peace of mind you deserve knowing that all IRS communications and correspondence are handled by our firm. Generally, you’ll never have to meet or speak with the IRS.  We’re committed to obtaining the best possible outcome concerning your IRS matter.”

Here are three ways you can make your Tax Resolution practice advertising more client-centric:

1)   Highlight the benefits. When designing your ad, make your headline benefit-oriented and include all the benefits your prospective client can get by using your services.

2)   Strengthen your ad with client stories/testimonials. In professional advertising, ethics guidelines talk a lot about truth and trust in advertising. Trust is important because people are skeptics.

One of the best, most effective ways to build trust and strengthen your advertising claim is to let your clients do the talking for you. This is because a client’s story is much more believable than what you can say about yourself. And… it won’t make you look self-absorbed. Plus, not only do people love stories, but your client success stories help differentiate you and break through the constant barrage of marketing messages they see.

Imagine reading a statement like this: “[insert your or your firm’s name] reduced my IRS tax liability from $57,000 to $3,750 through the IRS’s Offer in Compromise program. They helped me overcome my fear of the IRS and were very patient with me.  They always returned my phone calls and explained the process in layman’s terms. Now, I can finally get on with my life”.

To strengthen your testimonial story even further,

•Ask clients who match your ideal target audience. The more these people resonate with your ideal target market, the more your ideal prospects can relate. Look for people whose occupation, age and other demographics line up.

•Ask your client if you can use their picture. Including a picture, especially when the demographics line up, will help your ideal prospect identify with you even further.

•Include pertinent details. Of course you’ll want to include your client’s first and last name. Also, when possible, include their age and occupation too. This will make the testimonial more believable, further reflect matches and can even build credibility.

For instance, if your target audience includes military personnel then adding the terms “veteran” or “military officer” could help strengthen trust. Offer them choices. Let your client be the one to decide how they to respond by giving them choices.

For example, you might offer a web form, a phone number to call you directly and a click to call button which allows them to enter their phone number and have you call them. To help guide which method they use, promote your preferred method first.

When promoting and advertising your professional practice, you may feel compelled to do what everyone else is doing and talk about yourself and your credentials. In fact, your credentials may be more impressive than any of your competitors, however, when you focus your ads on your client, instead of yourself you’ll be one step ahead regardless of your credentials and closer to creating explosive growth for your practice too.