Jassen: All right, great. Now the next thing that we got here on the outline is how to work on the effectiveness of your marketing? So you’ve got three ways to improve that marketing effectiveness by generating new prospects for you CPA business.
James Orr: Absolutely. Here’s and interesting point about this and one of the ways you get better with marketing is you decide and commit to always be measuring and testing and trying to improve your marketing in general. So you need to know if I put out an ad how much traffic is that generating? How many people are signing-up from that? How many people are requesting my special reports? That way you can go back through and can change one little thing for instance, I’m going to suggest that you first start with headlines.
So you want to go and change you headline in your ad and maybe it’ll be – the headline will be your special report title in the lower – the four things you need to know before you file your next tax return or how to save yourself hundreds of dollars on your next tax return for electricians, plumbers or real estate agents or whatever you’re going to focus on, on that particular niche. Then you can go give them that special report but you want to find out if you place an ad in one spot on Craigslist, do AdWords on a social media type website – how many people do you normally get coming through from that ad and how many people of those sign-up. Then you can measure those numbers to improve on them and you’re constantly running horse races in order to see which horse is going to win. Your control, the one you ran last time and that was the winner versus the new one you’re running this time and you want to see if you can have the new horse beat your old control horse in order to do better this time than you did last time.
It becomes a really fun game at least for me when you start doing this marketing cast and you keep doing better and better and better and see if you beat yourself. So I think that’s step number one in those three ways. Does that make sense?
Jassen: Totally, I love that.
James Orr: Okay. So the one thing I said first always be measuring, testing and trying to improve your marketing headlines. That’s the first thing to test. Once you kind of had a decent headline the next thing you want to be testing is your call to action. What you’re actually saying to get people contact you, order your special report, download the free report, call-up the 24-hour recorded message line. Whatever your call to action is to get them to join your mailing list or contact you, request information, you want to be testing different ones to see if you can improve the response rate. So your marketing headline may test how many people you’re actually getting to read your article. Then the next call to action is to see how many people that have been to your page actually take the action you want to give them, call in or click the form or fill-out something and so you want to be testing that in the second way. So that’s the second way to do it.
James Orr: The last one to be testing is the specific thing you’re offering. Are you offering a special report like what we’ve been talking about? Are you offering a free consultation? I know that’s extremely popular with CPA’s. It’s the free consultation. You could be doing that. You could be doing an audio interview or you take one of your clients in that particular niche and you talk to them. Maybe it’s not even a client. Maybe you say, “Hey look I know you’re a real estate investor in this field, I’d like to pay you $50, $25,” – or maybe they’ll do it for free – “I’d like to interview you and find out what your biggest tax problems are or your biggest tax challenges are? What do you worry about in your business and I want to address those in a frequently asked question and answer session.” Then you can have that CD being a CD that you give away as a lead generation tool in order to get name, address, telephone number, e-mail address from potential other real estate investors who want to get that information from you and then you can market to them over and over and convert them to clients.
So those are the three things to test. Headlines first, call to action and then the widget or the thing that you’re giving away in order to attract people.