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Make MILLIONS … When You Answer This Question For Your Business! Some of the most common problems I still see my clients facing as we sit down for a consultation is the lack of time and effort that goes into planning the direction of their own business. It seems like everyone just wants to put up a sign that says "Services Provided Here" and sit back and watch the people line up in front of their business to give them money. Now I'm not saying that can't happen because it does. But what everyone seems to miss is the REASON people want to come stand in line and do business with you. Proper planning, strategic decision making and an action plan need to be set up ahead of time to make it all look easy when the tax season starts. So let me give you a few examples of what I think you should be concentrating on. NUMBER ONE PROBLEM: Without a doubt this is the number one "sin" most business owners make. He or she does not spend enough time or give enough energy to the planning of their business USP. Your Unique Selling Proposition(s) is the LIFE or the DEATH of your business. It's your choice. (And if you don't choose anything, the choice has been made for you.) If you can't answer the question why any or all of your target market should do business with you over ANY other option available to them, then you are in trouble. And the second part of that equation is this: How do you use the answer or answers to your business' USP question to properly promote your business so a very high proportion of your target market will respond and make your business extremely profitable? That is real marketing. Too often the USP has not been thought through properly, or even at all. A good USP is a huge benefit to your targeted clients. It definitely gives them a reason to do business with you. A good USP will also make you a little (or maybe a lot) different than your competition. But the ultimate reason a USP is good, or even great is that your targeted clients really WANT what your USP offers. If the people in your market say (or think to themselves) "so what?" when they hear your USP, then you better stick that USP in the dumper and try again. How do you know you've got a good USP? Ask your current clients why they do business with you. Ask their friends and neighbors what would be the number one reason for them to switch to you. Ask your competition's clients why they do business with them. (And really listen and learn from their answers.) If you want to try testing a few different USP's, that's OK, too. You can find out which one gets the most results or which combination of a few selected ones draws the most attention. Bottom Line:� Do you really want a successful tax business or do you just want to talk about it? |
