If you are growing your practice by adding additional advisory services like wealth management or estate planning, you may find clients often make contradictory statements.
They might say: “You never call.” When you call to tell them about your new services, they say: “You only call when you want to sell me something.” You did not get into the accounting profession to “sell something.” You are offended.
Drip marketing with educational content provides a position on the middle ground. Here are the advantages:
- They Learn Something New – Tax law is complicated. You can target market, sending specific educational material addressing their specific situation. They make the connection: “When I hear from her, I’m always learning something new.”
- Raise Awareness of What You Do – Recall the earlier statement “People may want to do business with you for a long time…” Now you are gradually educating them on different ways you can help people. If an article highlights a problem, it’s assumed you can help them find a solution.
About Bryce Sanders
Bryce Sanders is president of Perceptive Business Solutions Inc. in New Hope, Pennsylvania. He provides high-net-worth client acquisition training for the financial services industry. His book, Captivating the Wealthy Investor, can be found on Amazon.com.
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