Slides from day 1 of the 4P Marketing seminar you attended.

1. AVN 4P Marketing
Eastwood Hall, Nottingham
28th & 29th November 2011
Day 1

7. According to
Michael Gerber...
Lead Lead
Fulfilment
Generation Conversion

8. 6 key growth drivers
 Get more sales leads Marketing
 Convert more sales leads Sales
 Change your prices Marketing
 Get customers to buy more Marketing
 Get customers to buy more often Marketing
 Get better at retaining customers Service

9. YOUR PRACTICE 10% improvement
Number of clients at start 250
Defection rate 10%
Sales leads 50
Conversion 50%
No of customers 250
Average price £250
Average amount bought 2
Frequency 2
Total sales £250,000
Direct costs (10%) £25,000
Fixed costs £150,000
TOTAL PROFIT £75,000

10. YOUR PRACTICE 10% improvement
Number of clients at start 250
Defection rate 10% 9%
Sales leads 50 55
Conversion 50% 55%
No of customers 250 258
Average price £250
Average amount bought 2
Frequency 2
Total sales £250,000
Direct costs (10%) £25,000
Fixed costs £150,000
TOTAL PROFIT £75,000

11. YOUR PRACTICE 10% improvement
Number of clients at start 250
Defection rate 10% 9%
Sales leads 50 55
Conversion 50% 55%
27.37%
No of customers 250 258
Average price
improvement £250
in £255
Average amount bought sales 2 2.2
Frequency 2 2.2
Total sales £250,000 £318,424
Direct costs (10%) £25,000
Fixed costs £150,000
TOTAL PROFIT £75,000

12. YOUR PRACTICE 10% improvement
Number of clients at start 250
Defection rate 10% 9%
Sales leads 50 55
Conversion 50% 55%
82.11%
No of customers 250 258
Average price
improvement £250
in £255
Average amount bought profit 2 2.2
Frequency 2 2.2
Total sales £250,000 £318,424
Direct costs (10%) £25,000 £31,842
Fixed costs £150,000 £150,000
TOTAL PROFIT £75,000 £136,582

13. “Imperfect action always beats
perfect conceptualisation”
Alan Weiss

15. 5 great speakers
– Mark Wickersham FCA
– Steve Pipe FCA
– Sue Davenport ACIM, ACMA
– Luke Jackson BA (Hons), MBA, ACIM
– Steven Baldwin

16. Agenda
09:30 Introduction 3:05 Break
10:00 Strategic marketing 3:25 Writing effective copy
11:00 Break 3:45 Email campaigns
11:20 Strategic marketing 4:20 Social media introduction
11:50 Lead generation/referrals 4:40 Break
12:50 Lunch 5:00 Effective pricing
1:40 Cross serving 5:50 Closing comments
2:40 Effective communication 6:00 Finish

17. It all begins with
Strategic Marketing

18. Hope is not a strategy!

19. X- Strategic marketing
Who – audience
What – message
X Mindset – help not sell
 XXgeneration
Lead Lead conversion Cross serving
“How” systems “How” systems “How” systems
Compelling reason to Compelling reason to Help more...
invest time meeting invest money working so they buy more
you with you
Not on On your At Beyond
your list list meeting meeting

20. Content in one area
will help in other areas too

21. Action 1
Decide the type of clients you really want
 It is a “decision”

22. Action 2
Identify what those clients really want
 From their businesses
 In their bank accounts and lives
 For their families

23. Which is more attractive?
Accountancy, or…

24. Which is more attractive?
Accountancy, or…

25. Useful tool
“Pen pictures”
 Dave, 40, married, two kids 8 and 10, £100k mortgage
 Set up service business 10 years ago
 Turns over c £1m, employs 6 people
 Grew by word of mouth – but growth now stalled
 Business cashflow is tight
 Can’t pay himself as much as he wants
 Works 50+ hours a week

26. Examples
Business Personal
 More sales  More take home pay
 More profits  More cash
 More wealth
 Better cashflow
 Worry free retirement
 Fewer problems
 Debt free - mortgage paid off
 Less stress
 Smart car
 Less risk  Big house
 Lower tax bills  Education & house deposit for kids
 More saleable business  Holiday home abroad
 More valuable business  Better work-life balance
 More investment income
 More security

27. X-
Valued Not as valued
Proactive Reactive
XFast Slow
 Known fees
XX Surprise fees
Work with clients Work on clients
Personal contact Letters
Recommendations Justifications
Prevent problems Respond to problems
Be candid Hold back
Plain English Jargon

28. Action 3
Identify what you can do for them
 Features
– advanced tax planning
 Benefits
– lower tax bills
 Ultimate benefits
– Exercise

29. Exercise
Ultimate benefits
 Tax planning
 Business advisory
 Corporate finance
 Wealth management
 Accounts

30. Your “sweet spot”
What What
they you can
want deliver

31. The “last writes”
The key is to cover all 6…
W wealth increased
R risk reduced
I income increased
T time saved
E expenditure reduced
S stress reduced Source: Andy Bounds

32. Action 4
Change your strategy if your sweet spot
doesn’t cover the 6 “last writes”
 Change the type of clients you want and /or
 Change your services to meet their needs

33. Action 5
Summarise your sweet spot
 It is your compelling attractiveness
 So it should be your core marketing message
– In writing
– For use verbally
– Using their type of language
– Covering all 6 of the last writes

34. Useful tool
1. You know how most people have a problem with
accountants because… they aren’t very proactive, spend
most of their time measuring the past and charge for
every minute
2. Which means that… they aren’t sure their accountant is
adding enough value
3. Well, what we do is… a diagnostic review and report
with your accounts every year showing new ways to add
thousands to your bank account, and give you a fixed
price for every piece of work

35. 4. Which means that...
... you can be certain that you will never receive a
surprise bill, and will never miss out on any
opportunities to earn more money, keep more of it,
and become more financially secure.
And by helping you become wealthier you also get
more control over your life, with less stress and the
option to work fewer hours if you want.

36. “The worst time to think of
the best thing to say is as the words
are coming out of your mouth”
Rob Brown

37. Action 6
Script and practice your key conversations
 What do you do?
 Why should I choose you?
 That’s expensive
 Objections
 Asking for referrals

38. The right mindset
1. Sales and marketing are not magic…
…they are a process
2. “HELP” not “sell”

39. Action 7
Gather the proof you have already
 Testimonials – we will look at these tomorrow
 Case studies
 Success stories
 Videos

40. Action 8
Decide if your proof is good enough
 Quantity - enough?
 Quality - of message?
 Credibility – of author?
 Format – all types?
 Up to date
 Range - does it cover all six “last writes”? And all services / benefits?

41. Action 9
Get everyone reporting on potential case
studies and success stories
 Create a game they want to play
 League table? Prizes?
 Write them up

42. Action 10
Enter business awards
 Brilliant proof
 Useful resource: How to win business awards

43. Action 11
Use your proof everywhere
 Website
 Proposals
 Brochure
 Reception table & meeting room walls
 Briefcase
 Hard drive

44. Three types of audience
1. Don’t know you
2. Know you
3. Permission to proactively contact them

45. Three types of prospects
1. Ideal – Frequent manual nurturing
2. Good - Automated or less frequent manual nurturing
3. Not sure - Automated nurturing
4. Bad – Take them off your list!

46. The best list
 Not too small… it’s a numbers game
 Made up of…
– People you’ve met
– People referred to you
– People who have contacted you
– People who have given you permission
– People you want to work with

47. Action 12
Clean your current prospect list
 Add all those from previous slide
 Categorise - “Ideal”, “Good”, “Not sure” and “Bad”
 Delete all “Bad”
 Mark those who have given permission
 Use a good database/CRM system
Now you can start adding to it…

48. Weak list building ideas
Avoid unless absolutely necessary
 Buying lists
 Renting lists
 Compiling lists (and never “steal”)

50. Action 13
Use referral systems to build your list
 Covered in detail on the one day course
 See the video of that session

51. Action 14
Actively create referrals for banks
 “How to get your bank to say yes”
– Report, seminar or surgery
 “How happy are you with your bank?”
– Add to agendas, using a scale of 1-10
 “Do you need a business loan?” service

52. Action 15
Prepare a high impact presentation for banks
 Show it to as many as possible
 Short & attention grabbing
 Create a game they want to play
– Benefits to them of giving you referrals
– And benefits to their customers
 Video… Here

53. Another idea
 AVN members should show the NatWest
letter to all banks
Here

54. Action 16
Actively create referrals for prospects
 Ask clients “How happy are you with… ?”
– Solicitor, IFA, printer, insurance broker etc
– Scale of 1-10
– “What do you really want from them?”
 Make referral to alternative suppliers
– Ask for a meeting in return

55. Nurturing
 3109% effect
– 73% say “no” 5 times before saying “yes”
– 92% of buyers have given up by 5th “no”
 Every “no” is one step closer to a “yes”
 System to get beyond 5th “no” painlessly

56. Action 17
Implement a manual nurturing system
 Frequently for ideal prospects
 Less frequently for good prospects
 Get entire team involved
– What useful info can you send to them?
– Who can you introduce them to?
– What events can you invite them to
– What can you do for them without charge?

57. Action 18
Create an electronic newsletter based
automated nurturing system
 People you don’t have time to nurture manually
 Valuable content – short and punchy
 Not sales puffery
 Monthly
 Don’t call it “Newsletter”

58. Action 19
Use “Auto responder” nurturing systems
 “Set and forget”
 Pre-written logical sequence of messages
 Sequence triggered when
– You meet them
– They give you their details – in person, or via a web page
– They subscribe to your newsletter
– They become a client

59. Action 20
Set up a nurturing system for referral sources
 It’s not just for prospects

60. We will cover lots of other
specific nurturing ideas in the
lead generation sessions

61. Action 21
Set up a marketing management system
 Weekly operational meeting
– Plan – with clear priorities
– Implement – with time blocked out in diary
– Review – using the right measurements
 Monthly report to board

62. X- Strategic marketing
Who – audience
What – message
X Mindset – help not sell
 XXgeneration
Lead Lead conversion Cross serving
“How” systems “How” systems “How” systems
Compelling reason to Compelling reason to Help more...
invest time meeting invest money working so they buy more
you with you
Not on On your At Beyond
your list list meeting meeting

63. Lead Generation

64. Action 22
Calculate how much a typical lead is worth
Step 1 – Calculate value of typical client
 GRF multiple or lifetime profit basis
 Example = £2000
Step 2 – Measure how many leads you need to get one client
 Example = 5 leads to get one client – ie 20% conversion rate
Step 3 – Divide Step 1 by Step 2
 Example = £2000 divided by 5 = £400 value of a typical lead

66. Action 23
Draw up a list of compelling offers
 Can afford time/£ up to the value of a lead
 Low or no cost to prospect
 Based on what they really want
 Aim is to get a meeting
 Examples…

67. Compelling offer examples
 Book + meeting
 Diagnostic review + meeting
 Benchmarking report + meeting
 Videos + meeting
 Seminar + meeting
 SSTW + meeting
 1 million calculations + meeting (Using RTP software)
 Tax clinic
 Advanced tax planning opportunity

68. What else?

69. Action 24
Create plan to phone prospects with compelling offers
 Get your team involved
 Identify the most impressive offer
 Plan the call in advance
 Practice on a few “Good” prospects
 Prioritise “Ideal” prospects
 Record on database
 Repeat every few months /when topical
Example…

70. Examples
 If you have a recommendation already:
– I think I may have a tax planning idea that could get you
an extra £40,000 of cash to spend in any way you want.
Would you like some details?
 And if you don’t:
– Is it OK if I carry out a diagnostic review to see how
much extra cash it is possible to put in your personal and
business bank account - it won’t cost you anything or
take up any of your time?

71. Prospect 1 Prospect 2 Prospect 3 etc
Offer 1
Offer 2
Offer 3
etc

72. Action 25
Send out survey mailshots
 Our most effective marketing in 2010
 Very short survey
 Questions that give you clues
 Rewards for participation
 Example Here

73. Action 26
Invite them to be in “your new book”
 Their top tips
 Digitally published
 Hand delivered at a meeting

74. Action 27
Write a real book
 Or get someone to write it for you

76. Action 28
Launch a regional business award
 “Hertfordshire’s most dynamic business”
 Simple website
 “Heard good things/like to nominate you” letters
 Application form gives you info you need
 You as sponsor and administrator (not judge)
 “Great and the good” as judges
 Trophy and PR for winner – no other prizes
 Follow up afterwards

77. Action 29
Consider using telemarketing
 Who can recommend a supplier?
 What should firms expect?
 Top tips?

78. Action 30
Run tax surgeries at employer’s premises
 Clients first – others later
 Useful resource Here
 Variation: Tax surgery at the pub!

79. Action 31
Send a report benchmarking their website
 For marketing effectiveness
 Comparing to nearest rival
 www.websitegrader.com ….

82. Action 32
Launch a “100 Club”
 We’ll give 100 businesses
 A 100 minute meeting
 To create a plan to get them an extra £100k
 Free to join – by application only

83. Action 33
Write and leverage valuable content
 Articles
 Blog post
 Pages on your website – and other people’s
 LinkedIn downloads
 Downloadable “Special reports”

84. Useful resources
Ready to use AVN content from
 Insider reports
 49 short insights in AR113
 Benchmarking software
 AVN press releases

85. Action 34
Create a seminar programme
 Full year plan
 Repeating the very best every year
 Speaker = External recommended
 Offer = Free and priced options
 Content = get more cash & other jugular issues…

86. Seminar ideas
 How to get an extra £2m
 Advanced tax planning
 Over 50 BBFs
 The best BBFs…

88. The best BBFs
 How to find the time to do the really important things
 How to make it in business without losing it in life
 Sensational service
 Pricing for profit
 How to interpret the numbers in your accounts
 What to do when your competitors are cheaper than you
 How to get paid on time, in full, every time
 Taking your business from Good to Great
 How to make work fun… with a serious intent

89. Action 35
Develop a seminar follow up system
 Plan it from day 1
 Who?
 What? – Your compelling offer
 How? - Time blocked out

90. Proof
Brian Bell Meyer – South Wales Here
Calcutt Matthews – Kent Here

91. Action 36
Offer to be a speaker at other events
 Use your best content
 Identify events
– Chambers, banks, clubs, associations, trade bodies
 Offer freebies in exchange for business cards

92. Action 37
Form strategic alliance with a prestige car dealer
 Help them sell more cars
 Seminars in their showroom
 Surgeries
 “Get your next BMW for free” Joint mailing
 Resource: AR177

94. Action 38
Send them a link to a video
 AVN members video
– Full version with PMI
– Shorter version without PMI - Here

95. Action 39
Develop your permission systems
 For use verbally and in writing
 For each key situation – met, referred etc
 Two parts:
– Something of value – eg freebie or compelling offer
– Permission request
Examples…

96. Examples
 Here’s the report I promised – is it OK if I send you
other really useful stuff I come across?
 Dave Smith recommended me to you. So in
preparation for contacting you I have benchmarked
your business. Would you like me to send you my
findings? And is it OK if I look out for other things
that could put a lot of extra money in your bank
account?

97. Action 40
Develop a networking plan
 Decide who should be networking
 Research best places to network (Straw poll)
 Allocate time to do it
 Be trained in effective networking…

99. Action 41
Put something really compelling on the
back of your business card
 Example…

100. £150,000

When your business or anyone in your family wants this
sort of extra money over and above what your accountant
is already helping you to get, let’s talk.
In the meantime please keep this card as a reminder

101. Best bit so far...

103. Cross Serving

104. X- Strategic marketing
Who – audience
What – message
X Mindset – help not sell
 XXgeneration
Lead Lead conversion Cross serving
“How” systems “How” systems “How” systems
Compelling reason to Compelling reason to Help more...
invest time meeting invest money working so they buy more
you with you
Not on On your At Beyond
your list list meeting meeting

105. It all about technique
Which is best...
 Do you want to buy some extra stuff from us?
 I’ve had an idea that may help to put an extra
£20,000 a year in your bank account?

106. The key
Make them aware of how you can help
by being their trusted adviser
and without being pushy

107. Action 42
Produce a master list of high impact
preliminary recommendations

108. Action 43
Systematically make proactive preliminary
recommendations to clients for free
 When?
– Every year with accounts as a minimum
– Include in all conversations & meetings
 How…

109. How?
 Build it into existing workload and meetings
 Systemise and delegate
– Accounts completion programme
– Yes/no questions
– Use technology
– And always…

110. Action 44
Quantify the value of everything
 Extrapolate and chunk down
 “That’s the equivalent of a red Ferrari, paid
for by the taxman, isn’t it?”
 “What would you do with that kind of extra
money, and how would it make you feel?”

115. Action 45
Use action plan selling to turn
proactivity into fees and profits
Example…

117. Useful resource
OnTrack software

118. Top tips
 Don’t post the KIP report
 Use the action plan as main tool

119. Action 46
Give them a list of everything they need
to talk to you about
 Much better than a list of services
 Useful resource: KIP report Here

120. Action 47
Give them a tick box list for
“The 10 decisions every client must make”
 Are you happy for care fees and tax to take the inheritance
you should receive?
 Are you happy for care fees and tax to take the inheritance
your loved ones should receive?
 Do you want it to be easier for your family if you become ill?
 Do you want to pay the legal minimum of tax?
 Etc

121. Action 48
Do a one-to-one client satisfaction survey
 Unhappy clients
– Sort the problem
– Compelling offer – eg diagnostic review
 Happy clients
– Testimonials
– Referrals
– Cross selling – “did you know… ?”

122. Action 49
Put cross-serving message in your email footers
 Automatic
 Change them regularly
 Examples

124. Action 50
Run a powerpoint slideshow in reception
 “Did you know...?” questions
 “Ask us about” statements
 “If anything were possible...” questions (see later)

125. Action 51
Give them a short survey in reception
 Max 3 questions – max 60 seconds
 Receptionist asks them to fill it in
 Receptionist gives it to partner at handover
 Questions change over time…

126. Survey questions
Business
 If you had a magic wand…
Personal
 What would you do with a windfall £100k?
Research with a PR benefit
 Business confidence barometer

127. Action 52
Put framed questions on wall of meeting rooms
 Examples…

128. If anything were possible
How quickly would you
want to pay off your
mortgage?

129. If anything were possible
How much extra would
you like to take home
every year?

130. If anything were possible
Would an extra £20,000 a year
be enough to make you happy?
Or would you prefer more?

131. If you received it as windfall
What would you do with
an extra £100,000 in your
bank account?
And how would it make you feel?

132. If anything were possible
How many hours a week
would you like to work?

133. If anything were possible
How much money would
you like to leave to the
next generation?

134. Are you happy for care fees
and the tax system to steal
your inheritance?

135. Also put on walls
 Press cuttings
 Case studies
 Testimonials
 Inspirational quotes...

137. Action 53
Invite them to a tax clinic
 With specialist
 No charge – to you or clients
 Extremely successful Here

138. Action 54
Use 0-100 scales
 On a scale of 0-100, what % of the tax the taxman
would like to take from you are you happy to pay?
O% 10O%
Advanced Bespoke Standard None

139. Other uses
On a scale of 0-100, how happy are you with
 Your profits
 Your personal income
 Your wealth
 Your retirement plan
 Your work life balance

140. Action 55
Use “Client Engagement Clarifications”
 Message 1 - Currently our engagement does not specifically
cover XX. For clarity do you want to extend it to cover XX. Benefits
are XX. Costs are XX. Please sign this yes or no.
 Message 2 - We will assume “no” after 30 days
 Message 3 - We have assumed “no”. Please advise if you
change your mind.

141. 2007 IHT Pilot
 2570 clients contacted by 12 firms
 148 IHT Healthchecks bought
 £61,722 total fees
 5.5% of clients bought
 At £250 each 7.2% of clients bought
 At £750 each 3.9% said yes
 In between 4.8% said yes

142. Lessons learned
 £750 is the most profitable price
 Greed motivates better than altruism
 You sell more face-to-face
 You sell more if you follow up

143. Action 56
Help clients produce a personal balance sheet
 Home – Mortgage, SDLT planning
 Other property - CGT planning
 Business – Valuation, exit planning, corporate finance
 Inheritances – IHT and tax planning for parents
 Assets – Insurance, protection, financial services
 Borrowings – Raising finance
 Net worth – Wealth management, IHT & tax planning

144. Action 57
Put a Master WOO chart on your server

145. Master WOO chart
Clients Prospects Referrers
Relationship manager
Services
Proactive
recommendations
Initiatives
Compelling offers
Other

146. Effective
communication

147. You only need to know
26 things

151. Action 58
10 second intro - a powerful first impression
 I’m Dave and I help business owners and
other successful people get an extra £2m in
their bank account. What about you?

152. Action 59
Magic wand - Helps get to the perfect outcome
 If this were a magic wand…
 Very powerful in
– Sales – to identify their perfect solution
– Creativity – to uncover extra ideas

153. Action 60
Appeal to fairness
 We both want to be fair, don’t we?
 Make your suggestion
 Does that seem as fair to you as it does to me?

154. Action 61
Enough of a difference?
 Quantify and extrapolate the outcome, then
ask…
 Is that enough of a difference to make it
worth your while?

155. Action 62
Tell me,
how does that compare?

156. Action 63
I can do that by…
 Replace… “I can’t do that until Friday”
 With… “I can do that by Friday”

157. Action 64
Return the favour
 When someone says “Thanks”
 Change “It was nothing” into
 “I’m so pleased I was able to help you. Can I
ask you to return the favour and give me a
little bit of help?” (perhaps a referral)

158. Action 65
Use “Yes tags” to encourage others say yes
 They really work, don’t they?
 So you’ll use them, won’t you?
 But its best to use them in moderation, isn’t it?

159. Action 66
Embedded commands
 Taking action leads to results and value
 Take action and you will get results and see
the value

160. Action 67
Phonological ambiguity
 Like me
 By now
 Like me, by now, you know it makes sense

161. Action 68
Do’s and don’t - Helps others to do as you ask
 Replace “Don’t” with “Do”
 Replace “Don’t forget” with “Remember”

162. Summary
Remember
like me,
by now,
you know this stuff makes sense,
don’t you?

163. Action 69
Humour clears the air when
you’ve made a mistake
 Sometimes I wonder if my
mother dropped me on my
head as a baby!
 Someone must have
swapped stupid pills for my
vitamins this morning

164. A few extra thoughts on
advanced tax planning…

165. Guiding principles
 Don’t prejudge who will be interested
 Don’t make conscience decisions for them
 Don’t tell the favoured few
 Systematically tell all who technically qualify

166. Guiding principles
 Don’t wait to be asked
 Don’t expect them to know what is possible
 Don’t be silent if you can’t find any savings
 Be genuinely proactive

167. Guiding principles
 Don’t try to hide payaways
 Don’t pretend they are something else
 Get your engagement letters right

168. Guiding principles
 Don’t wait until you understand every detail
 Knowing enough is enough

169. Guiding principles
 Don’t be the only person talking tax
 Get everyone talking to everyone

170. Guiding principles
 Don’t see it as a one year only exercise
 Do it every year - it gets easier and better!
Example
 Repeat EBTs are easier and more profitable
 Some clients are now on their third!

171. Guiding principles
 Don’t be motivated by your profit
 Only ever by getting the best result for clients

172. Guiding principles
 Don’t see it as a short term strategy
 Don’t confuse “not yet” with “not ever”
 It can take a long time to warm clients up

174. Writing
effective copy

175. Kurt Cobain,
Nirvana
1967 - 1994

176. A picture paints a
thousand words…
…but we still rely on the
Emails
written word to get our
Website
messages across
Letters Brochures
Tweets
Online profiles

177. Action 70 - AIDA
Remember this mnemonic:
 Attention
 Interest
 Desire
 Action

178. Action 71 - Headline
Experts say headline strength =
40-50% of marketing success
Use ‘power words’
Achieve Accomplish Crucial
Know-how Mind-blowing Need
Professional Secrets Authentic
Clear-cut Absolutely Instantly

179. Action 72 - Generate interest
Strong opening paragraph
 Ask a question
 Share a secret
 Solve a problem
 Save them time and/or money

180. Set the tone
Write as you speak
 Conversational
 Friendly
 Relaxed

181. Action 73 – Break it up
Use proven techniques for easier reading
 Sub-headings
 Bulleted lists
 Highlighted keywords
 Short paragraphs
 Clear, concise language
“Scannability”

182. Action 74 – Be Irresistible
Create desire in the reader
 What’s in it for me?
 Benefits, not features
 Use the scarcity factor
 Quote satisfied clients
 Provide proof

183. Action 75 – Your CTA
Start with the end in mind – ‘Call To Action’
 What do you want the reader to do?
 Provide them with the means to do it
 Make it obvious and create urgency
 Use it more than once
 Don’t confuse – only one CTA

184. Action 76 – Proof read
…and proof read again!
 Spelling, grammar and punctuation
 Check for cliches
 Get a second opinion

185. Final writing tips
 KISS 
 Test different styles
 Be consistent

186. Email campaigns

187. How to create email campaigns that work
…and how a monkey can help you improve your email
marketing!

188. Good stuff Bad stuff

189. Good stuff Bad stuff
Low cost
High ROI
Easy to track and
measure
Instant
Highly personalised and
targeted

190. Good stuff Bad stuff
Low cost Deliverability issues
High ROI Email response decay
Easy to track and
measure
Instant
Highly personalised and
targeted

191. Create email campaigns that really work

192. Determine your desired outcome

193. Determine your desired outcome
Before you start writing, think:
 What message do you want to get across
 What is your objective
 What do you want your audience to do

194. State benefits clearly… and quickly!

195. State benefits clearly… and quickly!
 Why should they read your email?
 How will they benefit?
 Skip long introductions, backgrounds and
company history
 Think benefits – not features!

196. Be personal and personable

197. Be personal and personable
 Address your recipients by name
 Personalise subject line
 Sign the email with your name
 And a friendly comment such as
“Enjoy your weekend”

198. Formatting matters

199. Formatting matters
 Go for a standard font and size
 Make emails easy to scan:
o Bullet points
o Numbered lists
o Short paragraphs
o Bold headings, subheads, keywords
o DON’T SHOUT AT THEM!

200. Use simple English

201. Use simple English
 Keep it appropriate for your audience
 Use your real voice
 You’ll seem more appealing
and approachable

202. Have a clear ‘Call to Action’…

203. What do you want them to do?

204. Have a clear ‘Call to Action’…
 Explain the benefits
 Expressed as an action
 Sprinkle CTAs generously in your email
 Boldface / increase font size
 Use images or ‘buttons’ (but use text too!)

205. “Local business halves tax bills in one year.
Read more”
“Local business halves tax bills in one year.
Learn how you too can save thousands of
pounds in unnecessary tax bills”

206. Have a clear ‘Call to Action’…
 Explain the benefits
 Expressed as an action
 Sprinkle CTAs generously in your email
 Boldface / increase font size
 Use images or ‘buttons’ (but use text too!)

207. Adding more CTAs, and using CTAs that are
more clear and obvious, will make your
email marketing more effective in driving
conversions.

208. Make it easy for your reader to understand
not just where but why to click through,
and what they can expect on the other
side.

209. Always, always use a PS.

210. Always, always use a PS.
 The PS. is always read
 Add your ‘Call to action’, or
 Add short testimonial, or
 Recap benefits

211. Write a great subject line!

212. Write a great subject line!
 Keep it short and simple
 ‘Front load’ the benefits
 Use a thought-provoking question
 Invoke urgency
 Make it personal

213. Subject A: “Free business analyser
report that could save you
thousands of pounds”
Subject B: “Save thousands of
pounds with our free business
analyser report”

214. Write a great subject line!
 Keep it short and simple
 ‘Front load’ the benefits
 Use a thought-provoking question
 Invoke urgency
 Make it personal

215. Your subject line can make or break your
email campaign's success so make sure that
you give it the time and attention it
deserves.

216. Proof-read… and then again

217. “Spelling and grammatical mistakes can lose
millions of pounds of revenue for companies.
Typos, rogue apostrophes and simple spelling
errors make a website [or email] appear
untrustworthy and low quality, and can directly –
and detrimentally – affect traffic and sales”
– Charles Duncombe

220. Proof-read… and then again
 Spelling and grammar (don’t rely on spell
checker)
 Show it to someone else
 Send yourself a test (check formatting, links,
etc.) Try checking on iPad, tablet, mobile.

221. Consistency is the key

222. Consistency is the key
 Keep the look and feel consistent
 Help maintain and strengthen your brand
 Create an email template, use it every time

223. Variety

224. “Free business consulting meeting if you act now!”

225. “Free business consulting meeting if you act now!”
“Free consulting meeting for your business – today
only!”

226. “Free business consulting meeting if you act now!”
“Free consulting meeting for your business – today
only!”
“Act fast! Free business consulting meeting from
Baldwin Accountants”

227. Variety
 Keep your content (and offers) fresh
 Helps keep your audience
engaged

228. Stay relevant – segment your
audience

229. Stay relevant – segment your audience
 Sent targeted, relevant messages
 Use information you already know
 Develop specific offers for each target
audience
 Don’t annoy your subscribers!

230. Avoid being a ‘spammer’

231. Avoid being a ‘spammer’
90% of all emails sent in
2010 were spam…

232. Avoid being a ‘spammer’
 Adhere to UK anti-spam laws:
o Always use a subject line
o Do not use deceptive subject lines
o Include option to unsubscribe
o Include your physical address

233. Avoid being a ‘spammer’
 Work on your subject line – do not:
o Use ALL CAPS
o Use lots of punctuation marks
o Spell words incorrectly
o Use ‘spammy’ words (i.e. free,
subscribe, please read)

234. Test different variables

235. Test different variables
 Subject line
 ‘From’ field (your name or company name)
 Different offers
 Length of message
 Prices
 Different days / times

236. Test different variables
 Subject line
 ‘From’ field (your name or company name)
 Different offers
 Length of message
 Prices
 Different days / times
Only ever test one variable at a time

237. Measure

238. Measure

239. Measure Measure
Measure
Measure Measure Measure
Measure
Measure
Measure
Measure
Measure
Measure
Measure Measure
Measure Measure
Measure
Measure
Measure Measure

240. Measure
Measure Measure Measure
Measure
Measure Measure
Measure
Measure
Measure
Measure Measure Measure Measure
Measure
Measure Measure
Measure Measure
Measure MeasureMeasure
Measure Measure
Measure
Measure
Measure
Measure Measure
Measure
Measure Measure Measure
Measure
Measure Measure Measure Measure
Measure
Measure
Measure
Measure
Measure
Measure Measure Measure
Measure Measure
Measure Measure Measure Measure
Measure
Measure
Measure Measure Measure
Measure
Measure
Measure Measure Measure
Measure
Measure
Measure
Measure
Measure Measure
Measure
Measure Measure
Measure
Measure
Measure Measure Measure Measure

241. Measure
 Open rate
 Click rate
 What links were clicked?
 Unsubscribe rate
 Email clicks to conversions

243. MailChimp

244. MailChimp
 Send great looking campaigns
 Segment your audience
 Really handy integrations
 A/B split testing
 Measures everything!

245. MailChimp

246. MailChimp
 Send great looking campaigns
 Segment your audience
 Really handy integrations
 A/B split testing
 Measures everything!

247. MailChimp
 Send great looking campaigns
 Segment your audience
 Really handy integrations
 A/B split testing
 Measures everything!
Free!

248. MailChimp
 Send great looking campaigns
 Segment your audience
 Really handy integrations
 A/B split testing
 Measures everything!
Free! www.MailChimp.com

249. Having a tried and tested email
marketing strategy in place is an
absolute must if you want your
practice to grow!

250. Your email marketing actions:
Action 77 – Determine your desired outcome
Action 78 – State benefits clearly and quickly!
Action 79 – Personalise your emails
Action 80 – Get your formatting right
Action 81 – Use appropriate language

251. Your email marketing actions:
Action 82 – Have a clear ‘Call to Action’
Action 83 – Always use a PS.
Action 84 – Write a great subject line!
Action 85 – Remember to always proof read
Action 86 – Be consistent with your ‘look’

252. Your email marketing actions:
Action 87 – Keep your content fresh
Action 88 – Stay relevant
Action 89 – Don’t be a ‘spammer’
Action 90 – Test different variables
Action 91 – Measure – every time – measure…
and then make changes accordingly!

253. Introduction to Social
Media

255. Why do I need it?
 Successful social media marketing builds social
proof.
 More likely to trust information coming from
‘people like me’ – ie someone they trust.

256. Why do I need it?
 Over 90% of Social Media Users believe a
company should have a presence in Social
Media.
 That doesn’t mean you should treat Social
Media as another channel for
broadcasting......

257. Monologue v Dialogue
 This is why Social Media is set to replace email
as a major marketing channel.
 It’s about two-way communication.
 Do your newsletters allow for dialogue?
 Social Media is dialogue not monologue

259.  Established in 2006
 Micro-blogging site (140 characters per tweet)
 “An information network”
 Use to engage with others

260.  Fast-moving – don’t try to keep up
 Jump into conversations
 Follow interesting users
– LocaFollow.com
– FollowerWonk.com
 Ideal for mobile use to react ‘on the go’

262.  Established in 2004
 Sharing site – friends, news, updates, photos
 Simplest way for a business to have a social
media presence
 If they all ‘Like’ your company page, their
friends will also see this on their News Feeds.

263.  Add info, wall postings, photos, team news
 Create and share events
 Share YouTube videos
 Link to your website and other useful links

264.  How many team members do you have?
 Average Facebook user has 130 friends
 How many of them fall into your target
audience?

267. Google +
 Established June 28, 2011
 Google’s answer to Facebook and Twitter
 10 million users in first month – 1bn pieces of
information shared
 Google+ because it wants to be “an extension
of Google itself”

268. Google +

269. Your actions and tips for
success

270. A long lasting engagement
 Growth through engagement.
 Development of relationships allows your
audience to do your marketing for you!

271. Action 92 – You need a
plan...
Planning + Message + Opportunity =
Success

272. You need a plan....
 Be prepared to invest time.
 Don’t abandon what you’ve started.

273. Action 93 – Go mobile
 Apps available on most smartphones
 Easy to install and update frequently
 Interact with people ‘on-the-go’
 Enables quick response

274. Action 94 – Add Social
Media links to your website
 Make it easy for people to find you
 Image links work best
 Put them on the homepage
Tip: add links to all your team members’ email footers
too!

275. Action 95 – Keep updating
 Social Media moves quickly
 Don’t answer quickly and your competitor will
 Make sure your information is current
 Diarise time each week to post updates
 Allocate to several trusted team members
Tip: consider implementing a social media policy

276. Action 96 – Social Media
Policy
“Be conscious when mixing your business and personal lives.
Online, your personal and business personas are likely to
intersect. The Company respects the free speech rights of
all of its associates, but you must remember that
customers, colleagues and supervisors often have access to
the online content you post. Keep this in mind when
publishing information online that can be seen by more
than friends and family, and know that information
originally intended just for friends and family can be
forwarded on.”

277. Action 97 – Manage your
accounts
 Integration is the key
 Free Social Media tools to manage accounts
– Tweetdeck
 Manage multiple accounts in one place

278. Action 98 – Track progress
 Measure key stats
– e.g. Number of followers, tweets, mentions, ‘likes’
 Use analytics to find out
– Number of leads generated through Social Media
– Number of new clients won
 Update weekly and share with the team
- Know what works best for you

279. Golden Rules of Engagement
 Have a go, be committed and be disciplined
 Treat online networking as you would offline
networking
 Give a compelling reason to talk to you
 Be interesting
 Be active
 Be genuine

281. Pricing for
maximum profit

282. What the research
tells us
 180 firms
 National Tax Conference –
June 2010

284. What the research
tells us
 Prices range from £50 to £450
 The median (average) price is £150
 The top quartile (25%) charge from £200+
 Geography is insignificant
 The top quartile charge at least 25% more than the
average firm

285. What’s at stake
Average fees per partner: £247,008
If you...
Increase your average price by 20%
Assuming no loss of clients, you get...

286. What’s at stake
Average fees per partner: £247,008
If you...
Increase your average price by 20%
Assuming no loss of clients, you get...

287. What’s at stake
£49,402 extra fees and extra profit
Over 10 years that could be
about £500,000

289. You must revisit pricing
regularly
Indexed Annual 3%
price
to Jan. 04 Inflation vs. a 3% realised annual price increase increase
= 100
Price Index
(CPI)
2004 2005 2006 2007 2008 2009 2010

290. Client segmentation
Develop product to meet their needs
Price
Capture
Premium
P3
C
P2
Drive
Share
B P1
Revenue A
Sales
Importance

291. Client segmentation
Segment Customers
“Value” “Standard” “Premium”
Price
Content
Access
Functionality
Brand/Trust
Support
Importance Importance Importance
A B C

292. Client journeys across
services
Versioning Long Tail
Premium+
Perceived price
Premium
One way nature allows
client to upsell
themselves once they
Value Basic
see benefit of
Equivalence subsequent version
Line (VEL)
Perceived benefits

293. Product Portfolio
Versioning: Apple
Perceived price Value-disadvantaged area
Full size screen;
touch features;
support games
No screen;
limited capacity
Value
Equivalence
Line (VEL) Value-advantaged area
Perceived benefits

294. Customer segmentation
in practice

297. The power of
guarantees
 Differentiate
 Close more sales
 Higher prices
 Improve service

298. “AccountantsMarketing”

302. 3 step process
STEP 1
 What promises do our clients really want to hear?
STEP 2
 What specific promises can you make?
STEP 3
 What systems will you need?

304. 15 ready-to-use
guarantees

305. Practical Pricing for Accountants
The practical guide to making a significant
difference to your bottom line profits.
Visit
www.FreePricingBook.co.uk/events

307. Effective Pricing for Accountants
 Hours of video-based lessons
 Hours of video-based success stories
 Audio programmes
 Workbook
 Systems resources... standard letters, price
lists, scripts, checklists and forms

309. The 12 modules
1. Strategic pricing
2. How to price effectively
3. Adding massive value to your clients
4. Explaining the value brilliantly well
5. The power of guarantees
6. Linking your price to the value

310. The 12 modules
7. Different clients will pay different prices
8. The power of menu pricing
9. Dealing with price objections brilliantly
10. Getting paid much, much quicker
11. Building your value-based practice
12. Bonus module

311. Your investment...
Your investment in module 1 is only...
£295 + VAT
(If you are an AVN member it is just £145 + VAT)

312. Module 1 – Strategic pricing
 How you can benchmark your performance
 How to put your prices up
 A great letter for launching fixed prices
 How to avoid the loser trap
 16 ready-to-use USPs
 Creating your strategy
 What to do if clients choose you on price
 What to do about cheaper competitors

313. Module 1 – Strategic pricing
 8 key lessons that will transform your results
 How to create your ideal client profile
 A process for grading clients
 More letters
 5 great ideas for demonstrating value
 How you can increase your price by 20%
 Case studies and success stories... learning from what other
accountants – like you – have achieved

315. Your key actions
 99 – Benchmark your fee levels
 100 – Calculate the amount of money at stake
 101 – If the amount is big enough to make a
difference, invest in learning how to price
 102 – Increase your prices NOW by at least 3%
 103 – Segment your clients by creating bundles
 104 – Guarantee what you do

316. Wrapping up
today

318. Day 2 agenda
9.00 How to convert more leads into clients
11.00 How to use video as part of your marketing strategy
11.45 Advanced use of social media
12.30 LUNCH
1.20 How to demonstrate that you are an expert
1.50 The things you must build into your website to make it work for you
3.25 An automated lead generation system
3.50 Building your complete online marketing strategy
4.30 All the systems you need to build a preponderance of proof
5.30 End of day two