Marketing for Accountants – Why Your Prospects Switch Off
By Patrick McLoughlin
If you have case studies and testimonials on your website you probably know how successful they are by their number of page views. If you are looking for something online, you might search for reviews yourself.
They convince because they are independent, there’s no vested interest. Better still, they put your prospects in the shoes of your happiest clients; they consider the benefits explained. It’s one thing to be told how wonderful a firm is, but quite another to hear a real account of the difference made to someone’s business / life.
If you want an effective website you must keep your readers actively engaged. You want them to consider the difference they can experience through your involvement. Once prospects start to imagine working with you, they are on their way to taking action.
‘You Phrasing’ gets your prospects to subconsciously road test your firm
‘You phrasing’ is powerful because it transfers ownership to the reader or listener. Rather than passively listening to your message they actively engage in it.
Here are some examples of ‘You Phrasing’ copy versus the traditional ‘describe the service’ approach:
Established over 20 years ago, we have a 30 plus team of qualified accountants offering the full range of accounting services.
As your business develops the help and advice you need changes. Whatever the future holds, you have the experience of 30 plus qualified accountants on hand. With specialists in every area of accountancy our team has helped businesses just like yours to grow for over 20 years.
We don’t charge for telephone support.
When you need advice quickly just pick the phone up and talk directly to your partner. Get the help you need without worrying about a bill dropping on your desk. You will never be charged for telephone support.
If ‘You Phrasing’ has sparked your interest and you would like to find out more, I can recommend a fantastic book: ‘Conversions That Win the Complex Sale’ by Erik Peterson and Tim Riesterer.
You can read more about the 10 most helpful books for marketing for accountants in the next few weeks. If you can think of any immediate contenders, please drop them in the comments box below.
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