Tag Lines and Building Your Accounting or CPA Firm If you have had a website for a few years but you’ve not been vigorously changing it you might want to give it a fresh look. A novelty website just won’t cut it anymore. Websites aren't “the new thing” any more. The assumptions of your website visitors are much more demanding than they were even a few tax seasons ago. If you really want prospects to visit your website in the current market you need to offer them a sound REASON.
The best way to do this is by using a marketing secret called a tag line.
The golden rule of website marketing is extremely simple: From From today forward when you refer to your website include a “tagline” that demonstrates a real benefit to folks willing to pay a visit to your site.
A tagline functions just like a newspaper headline. A newspaper headline is composed to get someone to actually read an article. A “tag line” performs almost the exact same purpose and therefore is crafted using the exact same basic rules:
1. Appeal to your visitor on an emotional level, not an intellectual one. Most buyers make material purchasing decisions emotionally, so invoke the things they are really looking for or worried about. Your marketing will be much more effective if you concentrate on benefits that appeal to a prospect’s , non rational motivators (pride, greed and fear) than it will be appealing to the reader’s common sense.
2. Certain words just have a lot of marketing appeal. Use them. Of course, the word “free” is now and always will be the king of the hill, but words like YOU, YOUR, HOW, NEW, WHO, MONEY, NOW, PEOPLE, WANT, and WHY catch peoples eye and appeal to them on a very personal level. Use these words.
3. Use a tagline that promises a tangible benefit. Mom’s are wrong. We’re not really special or different. We all want basically the same things from life, and that list is very short. Appeal to one of these things.
Different people value these things to different degrees. Some people are naturally more fearful than prideful and vice versa, but more often than not the prospects attitude is more influenced by their situation than their personality. For example, if your reader is a home builder in the current environment he’s likely to be fearful, but if the reader is a home buyer pride is a much more likely motivator.
Here’s the actual list. These are the five consumer motivators professionals advertise to:
- Safety: People want to feel secure.
- Acceptance: People like to feel like they belong.
- Empowerment: People like to feel like they have control over their own destiny.
- Status: People like to be perceived as powerful and important.
- Fun: This one’s pretty self-explanatory. People just plain like to have fun.
Everything else, even money, is secondary. The only function of money is to help people achieve these five more important motivators.
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