Client attraction messaging works
Congratulations, you’re ready to attract some fantastic clients to your accounting practice. Now what? You clearly understand the benefits of your business. Educating others can be tricky. Saying exactly what you mean feels difficult. Instead of winging it, create a client attraction messaging formula. Not only do potential clients need to know what you do, they need to know why your service benefits them.
We’ve talked about communicating your value in other posts, but we’ll say it again, speak directly to your target market. Do everything you can to determine your ideal client. Then gear your messaging toward that person. You want to avoid any situation where the messaging doesn’t match the market. When that happens, the people you’re reaching won’t see the value of what you do or feel the need to do business with you.
Are you confused about where to start regarding an ideal client? Then check out our post on attracting new clients where there’s more tips about that! Now that you know your target audience, let’s attract those people with clear, highly attractive messaging.
Benefits vs. Features
Benefits and features are the same, right? Not so fast. They possess subtle, but important, differences. A feature is a static point about your product or service – something like account reconciliation or tax consulting included.
A benefit details how the features will improve your client’s life. Features answer questions like why does accounting reconciliation matter and how will tax consulting benefit me? With client attraction messaging, always emphasize how your client benefits from your services. Benefits explain how your accounting services makes their job easier.
Here’s a quick example – We offer tax advice with our basic package (feature), this means we’ll discuss how to reduce your taxes. (benefit). Be sure to tailor the features and benefits statement to meet the needs of your specific target audience. Remember to pair a specific benefit to a specific part of your service for best results.
The Features and Benefits Format
A features and benefits statement on your website or marketing materials doesn’t have to be in paragraph format, you can easily make a features and benefits chart on your website which visually outlines what’s included. Just be sure the benefit is always crystal clear.
Make sure your ideal client understands why she ought to work with your accounting service. Grab your pen and yellow legal pad. Then, list your five primary benefits. This list highlights how your firm adds value and quickly makes an impact. This provides your potential clients with the “nutshell” version of what your product does and why they need it.By the way, it’s not the fact that you offer AR, AP or payroll services.
Once you’ve listed your five primary benefits, then list out three secondary benefits your client receives as a result of using your service. For example, one CPA advised a client about a significant investment in heavy machinery. Although this purchase felt risky, it removed a production bottleneck and increased their revenues.
Get specific about the important benefits your clients enjoy. Keep in mind that the more concise, the better. First hook your potential clients with your features and benefits section. Once you catch their attention, they’ll want to browse the rest of your site for more information.
The Art and Science of Client Attraction
You can probably see by now that client attraction messaging is a good balance of art and science. First identify your ideal client. Then, list five features and benefits. BUT, the way you write those benefits makes a difference. Client attraction messaging must possess a certain appeal to draw those clients in.
Maybe this all sounds intimidating to you, but don’t let it be. A big part of finding what works is trial and error and feedback. Use simple tools, such as Google Analytics. Analytics lets you easily see which pages resonate with your potential clients and which ones fail to grab them.
Use data to influence your client attraction messaging. Then adjust as necessary. You’ll quickly find the right client attraction formula in your business. Think of your website and other marketing materials as living, breathing things. You’ll always be fine tuning them to improve its effectiveness. And that’s okay!
Getting Started with Client Attraction Messaging
As with most things, getting started with client attraction is the hardest part. The hill you’re about to climb always looks the biggest from the bottom, so get started! Once you start attracting clients, you’ll easily see patterns and trend. Continuously adjust and fine tune your message. If this intimidates you, then find someone who specializes in this.
Ask for help if something you’re doing isn’t working, and never be afraid to try something new. Remember, with a clear audience, clear messaging and a “this is how we are going to help you” attitude, you’ve already fought half the battle. Client attraction messaging helps you rise above the rest.
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