Create and Make Use of Strong Tag Lines for Your Accounting or CPA Practice
The epoch of the simple CPA website is over. Websites aren't "exciting" and "new" in and of themselves any more. The presumptions of your website guests are much more refined than they were even a short time ago ago. If you truly want guests to check out your website in the current market you have to offer them a convincing REASON.
This is done using a marketing secret called a tag line.
The most important rule of website marketing is very easy: From From today forward when you talk about your website include a "tagline" that offers a real value to prospects inclined to check out your site.
A tagline functions just like a newspaper headline. A newspaper headline is designed to get a prospect to actually read an article. A "tag line" performs practically the exact same purpose and therefore is crafted using the exact same rules:
1. Grab the attention of your prospect on an emotional level, not an intellectual one. Most buyers make important choices emotionally, so solicit to things they are truthfully looking for or worried about. Your marketing will be much more compelling if you put forward benefits that appeal to a visitor's , basic motivators (pride, greed and fear) than it'll be appealing to the reader's good sense.
2. Learn the words that people like to read. Use them. Of course, the word "free" is now and always will be the king of the hill, but words like YOU, YOUR, HOW, NEW, WHO, MONEY, NOW, PEOPLE, WANT, and WHY catch peoples eye and appeal to them on a very personal level. Use these words.
3. Understand your reader. This will tell you which tagline offers the most effective benefit. There are very few things that people really want in life. Once you know what these things are it becomes easy to write to them.
Every tangible product benefit falls into one of these categories:
- Safety: People want to feel secure.
- Acceptance: People like to feel like they belong.
- Empowerment: People like to feel like they have control over their own destiny.
- Status: People like to be perceived as powerful and important.
- Fun: This one's pretty self-explanatory. People just plain like to have fun.
You'll notice that money isn't on this list. Money is actually a secondary motivator. Money is just a means to these five ends.
4. Aim your tagline to your audience. For example, if you are selling your services to new residents you might use a tagline like, "Special offer to New Homeowners! Free initial consultation and 15% off your first tax preparation". If you're targeting a larger more generic group use something more universal like "Free to New Tax Preparation Customers".
5. Mention your offer immediately in your tagline. Always remember the tagline is the advertisement for your web site. In numerous ways the tag line is more important than the web address itself. After all… a an effective tagline is much more able to get a visitor to act than a cool web address is!
Let me offer a few example of tag lines that could be used to lure prospects to your site.
- Learn 7 tax Secrets You Need to Know. Visit www.pro-tax.com
- The IRS is targeting Your Business. Visit www.pro-tax.com
- 10 things the IRS doesn't want you to know about your taxes. Visit www.pro-tax.com
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Add a Tagline to your Email Signature! Unlike traditional stationary you can efficiently and with no trouble alter signatures frequently on your email without needing to reprint your stationary every time. Modify your message every now and then. It's powerful, it's easy, and it's free!