Little ol’ me was so excited with the turnout, I gave the best presentation I think I have ever given. It wasn’t until I retired to the back of the room where my sweet pookums was standing with a sheaf of appointment signup sheets in her hand that I realized I had not once asked anyone of the jam packed and excited attendees to set an appointment.
Thirty years later and I still get my face rubbed in it.
These days its a lot more about web marketing.
Not so effective: Put up a web page describing your practice, and what services you offer, hoping it will make you look professional and motivate someone to call you for a presentation.
Better: Add what marketers call a “call to action.” Say explicitly what you’d like your website visitor to do, such as “Call XXX- YYY-ZZZZ to set up a free, no-obligation introductory consultation.”
Even better: Make your offer more specific, such as “Call XXX-YYY-ZZZZ for a free consultation on tax planning.”
Still better: Give the specific offer a catchy name, such as the “The Retiree’s Guide To Massive Tax Savings.”
Best: Add a deadline and a fee, and send your catchily named specific offer to your existing audience: “Through March 20, for only $197 get a Galactic Edge analysis of how well you’re incorporating tax planning into your future.”
In marketing, ‘It goes without saying’ is a self-defeating attitude. Always say what you want people to do and give them creative, relevant reasons to do it now.
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