Ten Guiding Business Practices

What is left when honor is lost? – Publilius Syrus

Integrity without knowledge is weak and useless, and knowledge without integrity is dangerous and dreadful. – Samuel Johnson

It’s important to practice good business ethics; most clients can sense integrity without seeing any evidence of it. It also protects you from ill-intentioned clients. A few weeks ago we ran the first part in this series on business ethics. We discussed the following five practices:

1. Work hard and smart
2. Honesty IS the best policy
3. Take care of your employees
4. Always consider the well-being of others
5. Participate in your community

This week we’ll discuss the final five guidelines that will help you run an ethical tax practice.

6. Comply with laws, legal and moral
You must decide to always abide by legal and moral laws before encountering any situation that might tempt you to compromise them; it makes it easier to respond ethically if you’ve made the choice to do so in advance.

7. Respect others, even the competition
There’s something to be said for showing everyone respect regardless of who it is and whether or not they deserve it. Everyone you interact with, be they clients, colleagues, peers or employees, must be treated respectfully. It speaks volumes of your character. The way you treat people is a reflection of the kind of work you do. Because wouldn’t you want a tax preparer that you knew would esteem your return just as highly as any other client’s?

8. Give back
Your local community supports your business. It’s important to give back when you have the opportunity. Participate in community events, provide service when you can, and support other local businesses when possible. The nice thing about giving back is that it is good karma; you’ll find that what you send out will return tenfold. Your business will also get more exposure and you’ll find that practicing good business ethics will draw more potential clients your way.

9. Only institute fair business practices
Whether it regards marketing, policies concerning employee treatment, or even the description of your services online, you must institute and observe fair business practices. One wrong step and you can ruin your reputation as a trustworthy tax preparer. Once that word gets out you’ll find potential clients questioning your integrity, and as a result, the quality of your work. But if you’re dedicated to observing fair business practices, you’ll enjoy a healthy reputation and word-of-mouth marketing will work to your advantage.

10. Create your own Code of Ethics
The wonderful world of business ethics is not necessarily a place with clear, delineated boundaries. At some point you must determine what is considered ethical to you. In order to run a practice where everyone’s on the same page you must create your own code of ethics in order to communicate what your values are and how you expect to uphold them. And if you have employees this helps them to understand which behavior is acceptable and which isn’t. You’ll also have a standard by which you can measure their performance.

It’s important that you consider whether or not you run an ethical practice. When you observe ethical standards, those you associate with will sense your integrity, a characteristic that potential clients are looking for in a tax preparer. Once you establish yourself as an ethical business owner, you’ll be on your way to building a solid reputation. And often a good reputation is a form of marketing that you just can’t pay for.

Ten Guiding Business Practices

It takes less time to do a thing right than to explain why you did it wrong. – Henry Wadsworth Longfellow

Keep true, never be ashamed of doing right, decide on what you think is right and stick to it. – George Eliot

The best way to run a worry-free business is to operate in an ethical manner. As Mark Twain once said, “If you tell the truth you don’t have to remember anything.” In that respect, it takes more effort to run a fraudulent company than it does to run an ethical one. And while they teach ethics on university campuses and at business conferences, practicing ethics in your small business is really is just a matter of thoughtful reflection. In this series we’ll discuss 10 guiding practices to help make your business more trustworthy and respectable. Here are five principles to work by:

1. Work hard and smart
You know what they say about an idle mind. Individuals with good work ethics are diligent and industrious. If you dedicate yourself to growing your business using sound and ethical principles, you won’t have the time to engage in immoral and fraudulent tactics. And if you have employees, your work ethic will guide them by example, creating a workplace filled with honest and honorable individuals.

2. Honesty IS the best policy
Nothing can ruin your business reputation quicker than dishonesty. One white lie can loose you countless clients and forever brand you as the dishonest tax preparer. Word-of-mouth advertising can also work against you, and you wouldn’t want potential clients avoiding you because you failed to remember that honesty IS the best policy. People recognize and appreciate integrity. There’s no trait more honorable in a tax preparer.

3. Take care of your employees
Practice the employer’s golden rule: do unto your employees as you would have other professionals do unto you. Ethical business owners take care of their employees, ensuring that they’re treated well, paid fairly, and when possible, rewarded with reasonable benefits and incentives.

4. Always consider the well-being of others
In addition to taking care of your employees, you should also consider the well-being of others when making crucial business decisions. While you must make decisions that will profit your business, you should also take into account how those decisions impact others. When taking action think of how your choices will affect everyone involved, either directly or indirectly: clients, employees, members of the community, local business owners, and yes, your family members. Then you can make an informed decision.

5. Participate in your community
Become an active member of your community and you’ll learn how to best contribute to its betterment and growth. And when you give to the community you’ll find that it often gives right back. It’s also a great way to network, enabling you to know which local businesses can benefit you and which businesses you, in turn, could benefit.

As you can see, in most cases practicing good business ethics will benefit your company, enabling you to become even more profitable. Come back next week to read the final 5 principles in building a trustworthy business.

6. Comply with laws, legal and moral
7. Respect others, even the competition
8. Give back
9. Only institute fair business practices
10. Create your own Code of Ethics

Universal Accounting Center Can Help You Finance Your Business Venture

If you haven’t yet launched your small business, now is the time to start. Universal Accounting Center can offer you a valuable resource. Financing a Small Business is a 126-page manual packed with clear-cut instructions and terrific resource materials that will make creating a loan application package easy. It even includes a sample loan package that you can use as a model. This book is a must-read for business owners interested in financing options, or tax preparers in a position to give financial advice. For just $79 you could have this great resource to help you get your business up and running. Order your copy today!

Just Like Any Relationship, Regular Communication Make All the Difference

It’s human nature. In fact, it’s been said that the most beautiful sound in the entire world, is the sound of someone else speaking you name. I know, that may be an exaggeration, but a craving for personal attention is human nature.

It doesn’t really matter what business you’re in, if you can make your clients feel a personal connection with your product or service, you’re on your way to increased profits and a healthy business. Creating this personal connection is easy, it’s natural and very effective.

My Realtor Wasn’t Very Good

It’s been over 20 years since I sold my first home, but my Realtor wasn’t very good. It wasn’t that she didn’t sell my home quick enough. It wasn’t that her commission was too high. She didn’t keep us informed. If you were to ask her, she was working diligently to sell my home, I just didn’t know what she was doing. And it was frustrating.

All it would have taken for me to be completely satisfied with her service, would have been a little communication. At that time, e-mail and electronic communications weren’t an option, but a phone call or a note in the mail would have done the trick. Just something to let me know that she was actively working on the sale of our home.

It’s Really Easy to Keep in Touch Today

With the advent of cellular technology, e-mail and instant messaging, it’s easier than it has ever been to keep in touch with clients and build relationships. If you want to keep in touch with me, e-mail is the method of choice. It leaves a paper trail, it’s convenient and since I’m at the computer all day, it makes sense. E-mail may or may not be the best method for your clients.

My optometrist keeps in touch with me via a periodic postcard. At least twice a year I hear from him.

The other article in this newsletter is going to talk about the effective use of a Client Newsletter. Click HERE to learn how a client newsletter will keep your clients informed and your business growing.

You may find that some methods may be more effective with your clients than others. A couple of weeks ago, we talked about Client surveys, that’s a good way to find out what medium most of your clients will be the most comfortable with. Click HERE and learn how effective client surveys will tell you more about what your clients expect and desire from your services.

Phone Calls, E-mail, Postcards, Direct Mail and Newsletters are All Effective

You may discover that a combination of methods are the most effective. The object is to keep your tax clients informed with information that will effect their tax consequences throughout the year. The frequency of your contact is the next step in effective communication.

Depending on the type of client, you may find that one size doesn’t fit all. Some clients may only require a quarterly update, while others may need to hear from you every month. There’s no hard-and-fast rule. It’s up to you and your clients.

A quarterly newsletter, with an e-mail update every month or 6 weeks may be just the ticket. To effectively communicate with your clients, you’ll need to provide valuable and helpful information for them. You won’t be able to get away with, “Hi, just wanted to drop you a line to let you know that we’re thinking about you.”

Make sure every communication with your clients has a purpose, has value and will be appreciated. You want to be considered an informative resource, not trivial or SPAM. You’ll either need to devote some time to crafting your correspondence yourself or spend some money to have someone else do it. Either way, you need to make sure that your client communications reflect the image you want to portray about your business.

There Has Never Been a Better Time to Begin a Professional Tax Practice

Most Americans don’t just dislike filing their own taxes, they hate it. The Department of Labor and the Bureau of Labor Statistics say that the need for qualified accounting and tax professionals will continue to grow for as far as they can see into the future. This is great news for anyone willing to invest in the right education.

Thousands of people just like you are finding the career of professional tax preparation exactly what they were looking for. If you are seeking an opportunity to earn $100 or more per hour and create the lifestyle that you and your family have dreamed of, the Professional Tax Preparer is how. Click on the link below to learn more about how you can earn an incredible income and enjoy the financial freedom and lifestyle that most people only dream about.

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Create an Elevator Speech and Sell Yourself in 60 Seconds or Less

So what do you do, anyway? Has anyone ever asked you that question before? If you’ve stuttered through your answer, then you need to create a striking, clear, and succinct “elevator speech.” So what’s an elevator speech, you ask? It’s like a quick infomercial about you and your business that can be delivered in the time it takes an elevator to carry its occupants to their floor. An elevator speech is something you hone and practice so that at opportune moments you can network effectively, explaining what you do and why you do it so well that everyone deserves to hear about it.

The Hook

You should begin your elevator speech with a hook that piques the listener’s interest and makes them want to hear more. Consider using a quote, sharing a quick anecdote, or asking a question.

The Conversational Tone

Your elevator speech is not a sales pitch. Occupants would opt to walk up flights of stairs rather than be stuck in an elevator with a relentless salesperson. Think of your speech as the introduction your business would give where it able to talk. It shouldn’t sound canned or monotonous. It should be exciting and engaging, communicating your passion for what you do and how well you do it. You should practice the speech so that it sounds natural and conversational. And it’s important that you not drone on and on. That’s why it should be no longer than 60 seconds. In fact, you may consider having two versions of your elevator speech: the 30-second version and the minute version. The elevator speech you deliver would depend on the given situation.

The Details

Without significant details, your elevator speech is generic and uninformative. What do you do? What sets your services apart from others? Who are your clients and what problems do you solve for them? What could you do for the listener to make their lives better?

The Request

You should always end your speech with a request. Will you ask for the listener’s business card? Will you ask them to take your card and give you a call if they’d like to hear more? Do you want them to refer their family and friends to you? You may decide to have different requests in mind so you can end your speech with a request that responds best to that particular situation.

A Sample Elevator Speech

Here’s a sample elevator speech that may help you begin creating your own:

My name’s Sharon West and I enjoy doing what most people don’t: I file taxes, helping individuals and small business owners maximize their returns. I’m a professional tax preparer. You see, many paid tax preparers haven’t received any formal training in filing taxes and working with individuals on their tax planning. That’s what I do and I’ve been trained to do it. And if business owners are concerned that my fees will eat up their profits, I can guarantee that what I charge will come back to them at least 100% in tax savings. Now how many tax professionals do you know of that come with that kind of guarantee? Here’s my business card. If you know of individuals or small business owners who could use a trusted tax professional, please refer them to me.

A Final Note

While you can always give your speech in an elevator, the elevator speech is designed for any networking situation where you can introduce yourself and your business to potential clients. This may be at a convention, a conference, the grocery store, or the dentist’s office. Remember that anyone can be a potential client or can refer you to a potential client. And with your elevator speech on the tip of your tongue, you’re ready to sell yourself in any given situation with comfort and ease.

Universal Can Help You Better Introduce Your Services to Potential Clients

There are many other ways you can introduce yourself and your services to potential clients. While the elevator speech is a great place to start, we have a CD that can enhance your approach; use it either for role playing, watching it while meeting with your client or passing them out. Order a generic version or your own personalized copy today!

Hook, Line, and Sinker

Writing Your Own Promotional Materials When You Can’t Afford to Outsource

Often after starting your own small business you cannot afford to hire marketing experts, freelance writers, and graphic artists to create all your promotional materials (newsletters, fliers, newspaper ads, direct mailers, and even billboards). Until you can afford it you’ll have to perform many of these tasks by yourself. The most difficult of which may be writing all the text associated with business promotions, also called “copy.”

In order to simplify this task you should stick with the basics. The following are 8 quick tips in writing good copy for your tax practice:

1. Lead with a strong headline.
You won’t get anyone to read your promotion unless you have a catchy title. And it must be a title your reader will appreciate and be drawn to. This requires you to try and think like your target market. What are they interested in? What do they appreciate? How would what you’re sharing benefit them?

2. Focus on the strength of your first three sentences.
Nearly as important as your headline, your first few sentences must be strong and intriguing. In order for your reader to reach the meat of your promotion, you must lead them there, one sentence at a time. If they don’t make it past your first paragraph, they won’t make it to your call to action.

3. Write to your audience, not other tax preparers.
Because you are well-versed in tax lingo it may be natural for you to write text that includes vocabulary your readers may not be familiar with. Again it’s important that you write your text with great consideration of your audience and their needs and interests.

4. Use short sentences and vary their length.
Long convoluted sentences discourage readers. One of the ways you pull them from one sentence to the next is in using short sentences varied in length. They work like links in a chain, leading readers to the promotion that is the heart of your text.

5. Avoid wordiness.
Don’t try to sound fancy or smart. Avoid big words and complex sentences when possible. And only use adjectives and adverbs when absolutely necessary. You want your text to be simple and direct.

6. Use active voice.
John wrote all his promotional materials. All the promotional materials were written by John. The same thing is being described in both sentences, while the first uses active voice and the second uses passive voice. The first has a subject performing a verb. The second isn’t as direct or energetic as the first with the subject being acted upon. You should try, whenever possible, to use active voice and strong verbs when writing your copy.

7. Get to the point.
Don’t beat around the bush. Your readers know you have a point; don’t bury it beneath long-winded text.

8.End with a call to action.
The point of any promotion should be to ask your reader to act upon what you’ve written. It can be as simple as telling them to remember your name when tax season rolls around. Or to come in for a free tax consultation. Your promotion isn’t a promotion unless you ask your reader to act upon the information you provide.

Once you make enough money to outsource some of these marketing tasks you can ask a copywriter to create these promotional materials for you. Until then, following these eight simple tips can help you write your own copy, reaching more potential clients than you might otherwise.

How to Have Positive Interactions with Clients

Nothing causes a client or potential client to retreat like the perception that he/she isn’t valued. When you truly engage with clients using effective communication skills, you are letting them know that you value and respect their perspective, whether or not you agree with it.

For some professionals, effective communication comes naturally. For others it’s a skill that must be practiced and honed. Regardless of which camp you’re in, effective communication is required if you want open, healthy relationships with clients. Here are a few things to consider as you interact with them:

Practice Active Listening

There are two key elements of effective communication: listening and speaking. You may be surprised to learn that listening is the more important of the two. If you’re not attending to the speaker and his/her message, it doesn’t matter what you say; your exchange will not be successful. Effective communication requires both parties to listen and speak when appropriate. That requires you to do your fair share of listening, and that doesn’t mean nodding your head absent-mindedly while replaying the last episode of Survivor in your head. Here are some pointers that will ensure that you are listening well.

Focus your attention on the client and what he/she is saying. This may take some practice, especially when you’re not interested in what the client is saying (and let’s be honest-that does happen on occasion). Make a conscious effort to block out any distractions and focus on your client and what is being said.

Ask questions aimed to clarify, specify, or verify your understanding. There’s no reason to listen if you’re not attempting to understand what the client is saying. Asking questions is a great way to further engage your client and to ensure that your interpretation of their position is complete and accurate.

Acknowledge the speaker. Just about every speaker watches to see if the listener is truly engaged with what is being said. Here are some ways you can put clients at ease and ensure that you are indeed listening to them:

• Restate the client’s position. Not only does this indicate to the speaker that you are listening, but it also helps you to know that you understand what has been said.
• Give appropriate listening cues. Nodding your head or responding occasionally (“of course” or “I understand”) will let your client know that you’re listening.
• Watch your body language. Maintaining eye contact and leaning forward attentively are ways to present an open body language that encourages your client.

Practice Thoughtful Speaking

Occasionally you will have a turn to speak, and when you do, you should practice thoughtful speaking.

Encourage interruptions. As children we were encouraged not to interrupt. While you don’t want your client to cut you off inappropriately, you do want him/her to feel comfortable asking related questions or stating a lack of understanding.

Use plain language. You are specialized in tax preparation and feel comfortable using esoteric tax terminology. Most likely your client does not feel quite as comfortable with tax-speak. Without sounding condescending, ensure that you’re using language your client can understand.

Avoid absolutes. Absolutes are rare. You don’t often meet clients who “never” respond to email or answer their cell phones. Using absolutes will often put one party on the defensive and is not, quite frankly, conducive to effective communication. Avoid using words that imply absolutes like always, never, impossible, every, or none; gently challenge your client when they do the same.

Don’t get defensive or place blame. This rarely advances a conversation and generally causes bad feelings among participants.

Confirm understanding. Ask questions to ensure that your clients understand what you have said.

Invite feedback. Encourage clients to offer their feedback and be open and receptive when they do.

Effective communicate will help you to retain clients. When you practice active listening and thoughtful speaking, your clients feel respected and valued, whether or not you’re in agreement. Take the time to evaluate your communication skills and work on those areas that need of attention. In no time, you’ll find yourself enjoying healthier, more open relationships with your clients.

6 Winning Tips

You wouldn’t be a good business owner if you weren’t aware of your competition. But being aware of and being intimidated by are two completely different things. There are steps you can take to use the competitive nature of business to launch your tax practice to the next level. Here are six places you can start:

1. Know your competition.
This thought may be a little frightening. You may fear that in getting to know the competition you’ll discover that your business doesn’t quite measure up. If that’s the case, wouldn’t you want to know? And the more you do know about your competition, the better your business can become. In learning what other tax professionals are doing, how they’re doing it, and whether or not their clients are satisfied, you’ll learn what changes may be required to move your business to the next level.

2. Explore new markets.
Perhaps you’ve limited your business by settling for just one target market. If the majority of your clients are friends and family, maybe it’s time to start looking at local businesses. After looking at your competition you should have a good idea of what your options might be. Who finds tax preparation services valuable and what methods did your competitors use to secure them?

3. Ask your clients what they want.
Your clients can best tell you how you can improve your services in order to enhance your business’s appeal. There may be things your clients need that you are unaware of until you ask them. Devise a way to survey your clients, and perhaps, reward them for their time. Not only that, but it will improve their perception of you as a business owner who makes customer service a priority.

4. If possible, enhance and expand your services.
Your practice will attract more clients if you can enhance and expand your offerings so your target market finds your services more valuable. And after asking your current clients what they want and need, you’ll be better informed on how you might accomplish that. For example, if you add accounting services to your menu you become a full-service financial provider, leaving those other tax professionals in your dust.

5. Mingle with other entrepreneurs.
Once you’ve determined your target market, find other small business owners who serve the same demographic. Get together and share information. How do they market? Do they have an approach that’s especially successful? And could you share referrals in order to increase one another’s client rosters?

6. Boost your marketing efforts.
Getting an edge on the competition often requires an aggressive marketing approach. Perhaps it’s time to reconsider your current campaigns and either change them completely or add different marketing techniques. And because you know what may be working for your competition, consider incorporating some of their methods.

You no longer have to be weary of the competition. In fact, your competition can supply you with a vast array of knowledge that could help you launch your business to the next level of success. Because as L.C. Thurow once said, “A competitive world offers two possibilities. You can lose. Or, if you want to win, you can change.”

Turn 12 Minutes into $100 Per Hour

Investing 12 Minutes Makes $100 Per Hour Possible for You

That’s right . . . you can enjoy a great income and lifestyle. That’s a pretty outrageous statement, but I’ve seen it happen for hundreds of people just like you.

After Reading This You Will Know How to Become a Professional Tax Preparer

Since 1979, Universal Accounting Center has been teaching the ins-and-outs of small business accounting and tax preparation. That’s over 25 years of people just like you and me learning how to help individuals and businesses with their income tax planning and preparation. (And making a really good living as well.)

Most professional tax preparers are charging $100 per hour or more to file an individual’s tax return and even more for business returns. Spending a few minutes reading will answer many of your quesitons regarding how to start a professional tax preparation service. You might be thinking, “I do my own taxes, why would I pay someone else $100 an hour to do it for me?”

That’s a great question and the answer might surprise you. If you file your own taxes and enjoying doing so, you are in the minority. 81% of people surveyed* said that the tax code was too complicated and 70% said that they HATED to do their own taxes. In 2004 that amounted to 43.9 million people who had a professional prepare their taxes.

And it doesn’t stop there. That 43.9 million people represents an increase of almost double since the year 2000, and continues to grow each year. What a tremendous opportunity for someone interested in learning the nuts-and-bolts of tax preparation.

Can Watching This Really Show Me How?

It really can. Spend a few minutes and see for yourself what a great opportunity starting a professional tax preparation business can be.

Become a Professional Tax Preparer Today
*Tax Foundation Annual Survey of Attitudes on Tax and Wealth

It Isn’t Cheesy, It Works and Will Pay Big Dividends

Use Effective Advertising That Won’t Break the Bank… I Can Show You How

If you thought the ugly, misleading junk mail you receive is direct mail, you wouldn’t be alone. But what you’re seeing is the least effective style of direct mail. Not all direct mail is junk mail.

The most innovative and effective advertising being done today is via direct mail. Why? Because if you know how to do it and have a realistic strategy, it works. It really works. And there’s good news. You can do it without spending a lot of money.

How do we know that direct mail works? We know because it keeps coming. If it wasn’t effective, advertisers would stop using it.

Direct Mail Works Because it’s a Tested Medium

What does that mean? It means that the most successful practitioners of direct mail use formulas and strategies that work. Strategies that have proven themselves time after time.

A few weeks ago we talked about how effective the personal letter can be. Personal letters are a part of the direct mail arsenal. They should be a part of your marketing tool kit if you’re really interested in finding new clients and keeping in touch with your present clients. If you’d like to review what we’ve talked about before click HERE.

What Makes Direct Mail Work?

I have to admit, I’m a big fan of direct mail. Let’s look at 10 things that you must know in order to produce direct mail that works.

1. Visually… What Works and What Doesn’t? Walk out to the mailbox and take a look at what’s there. Every night when I come home, I ask my wife, “Anything fun in the mail today?” I love going through the catalogues and other direct mail. Why? That’s where I do my homework.Granted… there’s a lot of really bad junk mail in there, but there are some gems of genius too. If I see something that I really like, I save it, learn from it and try to incorporate the things I like about it into what I do.

   But the really bad stuff is fun too. Junk mail has a unique style. Learn to recognize it and make sure you understand how to make your direct mail look different.
   
   

2. Stay Away From Cheesy Tag Lines or Too Many Type Fonts- Bold with italics, ALL CAPS and multiple exclamation points!!!! look like junk mail. Don’t use them, no matter how tempting. Stay away from using every typeface in your word processor too. Pick a typeface that’s easy to read and stick with it. If it’s tough to read what you’re writing… nobody will.Copy writers and graphic designers have always disagreed on this, but it’s more important that your reader understand and respond to what you’re writing. The aesthetic beauty of the design and layout is secondary. Words sell. Everything else should be designed to promote reading the words. Keep the designs clean and simple.
3. Don’t Make Me Think… Too Much- Don’t use too much jargon. (The language of your profession.) Most of your potential clients won’t know what you’re talking about. It makes it harder to read. (see #2) If you make it hard to read, they won’t.Of course, you want them to know that you are a professional, that knows your profession, but whether you’re talking to bankers, attorneys or housewives, keep it simple. Make it easy to read and understand.

   Break up your sentences in short, easy to read paragraphs. If your message looks daunting to read… they won’t. Most people skim, so make sure you’re message is understandable even if they don’t read every word. Indents, headlines and sub-headlines make it possible for the reader to pause and read more where it’s interesting. Underline or bold specific sentences or thoughts that are the “must read” parts of your message.

4. Use Your Experience- If you know your model customer inside-and-out, use that knowledge. Your direct mail piece is nothing more than a written conversation with you. Talk to your clients and potential clients as you would if you were right there with them. Use a personal tone. Don’t sound corporate. It’s harder to say no to John Smith than it is to Acme Widget Corporation.
5. Being Cliche is… So Cliche! Be honest. How would you respond to, “This Amazing Offer is Too Good to Be True!!!!” Yep, it probably is amazing, but if it sounds “too salesy”, nobody’s going to believe it. Tell the truth about your service and your potential clients will appreciate it. Not only that, but for example, if your offering a special price on payroll services, tell them why. “I’m offering this special price on my payroll services for new clients because I want to expand that part of my business.”My mom always said, “Honesty is the best policy.” Even in advertising it’s true. It’s the only way to keep clients once you find them.
6. Ya Gotta Ask- As a younger guy I was a salesman for an industrial company. I spent a lot of my time with corporate purchasing agents. One day I received an especially big order from a buyer that my major competitor and I had been working on for a long time. As he gave me the order he said, “Do you want to know why I gave you the order?”"Absolutely.” I said.

   “Because you asked for it. The other guy never asked for it. He told me all about how wonderful his company was, what a great job they would do. But he never asked for the order.” He said, “That’s why I gave it to you. You asked for it.”

   It may be at the bottom of the advertisement, it might be at the top… but you have to ask for the order. You may have the best bookkeeping/accounting service in the world, but if you don’t say, “I’d sure like to be your bookkeeper. When can I start.” You will more than likely never be his or her bookkeeper.

7. Postcards, letters or flyers? Postcards are great direct mail because they eliminate the barrier of the envelope. But I’m a big fan of a letter or letter package for most high-end products or services. That’s why bankers, lawyers, doctors and other professionals usually don’t advertise with postcards, because there isn’t enough room to tell their whole story.What’s the difference between a letter and a letter package? A letter package could include an additional brochure, a coupon or a response card. They’re a little more expensive, maybe a few cents more per package, to send out, but they are often worth the extra cost.

   However, if you ask a direct mail expert, he’ll tell you the most important part of the package is the letter. If you have to dump anything in the package… dump everything else before you get rid of the letter. The letter is your salesman.

8. Use Color… But Use it Wisely- Color will often attract more attention, if you don’t use too much. Just because you can doesn’t mean you should. Color is more expensive and if it doesn’t add to the effectiveness of your message, it’s a waste of money. Many very successful direct marketers don’t use color. If they do use color, they only use one or two colors.If you are going to use colors, remember that bright colors speak loudest and dull colors speak more subtly. Think about what you’re offering, the image of your practice that you want to represent and consider the audience you are mailing to. Use colors, but use them wisely.
9. Get Personal- Look again at #4. (Use Your Experience) Business is personal. I realized years ago as a salesman, that my products weren’t as important as the relationship I created with my clients and customers. There were always substitutes for my products, but my success or failure depended on whether or not I was able to build a relationship of trust and confidence. Your clients will call you because they trust you. Not “Amalgamated Bookkeepers.”It doesn’t matter what industry you’re in, business is done person to person. Forget that, and you’ll be just another face in the crowd.
   
   
10. What’s the Best Way to Mail It? Although it might be tempting to bulk mail everything, don’t. Although bulk mail works fine for some products… catalogues, postcards, etc. A personal letter or letter package has a better chance of getting opened if it’s mailed first class.Why? Because statistically that’s what works. First class is hands-down opened more than bulk mail. Hand addressed letters are opened more than labeled letters and hand signed letters, (in blue ink) are read more than signature stamped letters.

The Professional Bookkeeper Program Teaches Tested Direct Mail that Works

Module 4 of the Professional Bookkeeper Program has tested and successful sample direct mail sales letters that you will use to find and keep clients. Letters that have proven themselves time after time. Marketing that will help you find new clients who will gladly pay you for your professional services.

At Universal Accounting, our commitment to your success doesn’t end with teaching you bookkeeping and accounting. Any education that doesn’t give you all the tools to create the professional and personal lifestyle you want isn’t enough to help you build a successful and profitable bookkeeping business.

We’ve been teaching people like you and me how to start a small business bookkeeping and accounting practice for over 25 years, since 1979. We’re the small business accounting experts. And we’ll be there with support and advice for 6 months after you complete the course to help get you on your feet and on the way to your very profitable business.

Remember #6?

I don’t know of another bookkeeping or accounting course that is as complete or offers as much support as the Professional Bookkeeper Program from Universal Accounting. Give me the chance to show you why. Click on the link below and see for yourself why starting a professional bookkeeping and accounting business provides you a better income, create a wonderful lifestyle for you and your family and give you the personal and professional satisfaction that you’re looking for. You won’t regret it.

Click Here to Learn How To Build a Better Life for You and Your Family

While tax services are valuable, we’re guessing there are a handful of tax preparers in your area. Each is a competitor and threatens the livelihood of your practice. The best way to gain business and beat out the competition is in offering valuable services to a neglected niche market. And once you are able to fully service each client, those competitors are unable to nip at your heels; you will quickly rise to become the premier financial provider in your area. Interested?

Complementary Services

We’ll admit tax preparation is a valuable service. Everyone needs to submit a return, so your potential client base is huge. But what if you were to add a complementary service or two to your menu? Current clients would enlist these new services. New clients drawn to your practice by these new services would likely enlist your tax preparation services as well. Extending your practice by offering new services to new clients is called geometric growth, and it’s a great way to grow your business as well as your wealth.

Accounting is the perfect complementary service. You’re already good with numbers and you’re currently working with much of the same financial data you would be as an accountant. And gone are the days you must attend a university for four years in order to earn an accounting degree. Universal can teach you everything you need to know in less than 60 hours. And for considerably less than you would pay a university. Not to mention our training is much more practical, ensuring that upon completion you can begin setting up your clients’ books from scratch. We’ve worked with countless university graduates who couldn’t say as much for their college educations.

Plus a Niche Market

Good accountants are in high demand. And small businesses are a neglected niche market in desperate need of good accountants who understand their unique accounting needs. Stop and brainstorm for a minute. Mentally list all the small businesses in your own area. Car dealerships, florists, antique stores, restaurants. All these small businesses have less than 20 employees and represent a large portion of the business community. Unfortunately many of them struggle to last more than 5 years. And if they fail, most blame it on poor financial management.

Generally accountants are trained in corporate accounting. The practical application of these accounting skills doesn’t apply to the small business. This makes the small business a neglected niche market. Where do you learn small business accounting? At Universal Accounting Center!

Equals Big Business

Since Alf Bostrom opened Universal Accounting Center’s doors in 1979, we have been training individuals in small business accounting. He saw a need for small business accountants and sought to train students with the Professional Bookkeeper Program. This course is not only backed by more than 25 years of experience, but it has been designed by seasoned accountants with small business accounting expertise. This course works for individuals with little or no accounting experience:

I must say I was pleasantly surprised. I found myself understanding concepts I never thought I could. It was exciting to do my homework and learn something new. -Lesa B.

It also works for those with a college education:

This was a tremendous course. I learned many things about accounting far beyond my university training… -Greg W.

And for those who have been in the industry for years:

I was amazed how practical this course was, and surprised how much I learned. Having an accounting degree and over 17 years experience in accounting, I didn’t realize how much I didn’t know. This is well worth the time and money, and you will be benefited from this class for years to come.-Philip L.

The Professional Bookkeeper Program will help you offer complementary services to a niche market and make big business as a full service provider!

MORE Complementary Services

But why stop with just small business accounting? Why not add another valuable complementary service to your practice? Our Professional Bookkeeper’s Guide to QuickBooks will help you master QuickBooks, by far the most popular accounting software used by small businesses. Upon doing so you will not only be able to add QuickBooks services to your menu but you will begin attracting a new demographic that will bring more business your way. And if you order both the Professional Bookkeeper (PB) Program and the Professional Bookkeeper’s Guide (PBG) to QuickBooks now, you will receive our newly released 2008 version of the PBG. This version beats out other QuickBooks training programs by offering the following:

• Training targeted for all user types
• The ability to work more efficiently
• 6 months of follow-up support
• The opportunity to earn a QuickBooks Specialist (QS) designation
• 16 CDs with 15 hours of training
• 4 books with over 800 pages of instruction
• Full color

Your practice, viable as it may be, is ready to grow. By ordering this special package, you’ll be able to increase your offerings, your clientele, and your bottom line. Why not become a full-service financial provider, a one-stop shop for all your clients? Order now and leap ahead of the competition. Click HERE to finance this power package or HERE to pay in full.