Roz Marketing - September/October 2020

Roz Marketing - September/October 2020

Why Aren’t You Giving Your Clients Hope?

The Roz Report

SEPTEMBER/OCTOBER 2020

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Are You Congruent With Your Marketing Message?

There’s no better feeling than having a marketing message that gets your phone to ring off the hook. But more important than that, it’s essential that you deliver what you promise in your message. And that holds true in any industry.

The inspector gave us a 52-page report that listed eight different health, fire, and safety hazards and a mess of other issues. There was substandard insulation in the attic, the electrical was shoddy, there were cracks in the stucco, six of the downstairs windows didn’t latch, and the furnace

Case in point, for a while now, Roslyn and I have been searching to buy a house. In the past, we’ve liked buying homes that needed a little work done so we could fix them up to our liking. These days, we’re both far too busy with work for that kind of project. We’re looking for something closer to a turnkey situation. Finding such a house in our desired neighborhood, an

and A/C units were from 1993. There had been work done on the house, but it was far from the turnkey situation Roslyn and I were promised. Needless to say, we canceled the contract. This whole situation was a classic example of overpromising and underdelivering, which is one of the biggest mistakes you can make

“Your marketing message is the first place where people start to trust you.”

enclave of Los Angeles, has proven to be far more difficult than we initially anticipated. Even before COVID-19, there was a housing shortage; now there is a bigger shortage with multiple people bidding over asking price. But in July, we thought we’d finally found our new home. The owner was an architect, and the listing marketed said the owners completely remodeled the house “down to the studs” in 2016. The listing description (the “marketing”) ended with “for the most discerning buyer.” Even the listing agent told us the house was turnkey. Roslyn and I toured the house and found that it checked most of our boxes. It was a pretty house, so we made an offer that was well above asking price. We were up against five other buyers, so we were pretty excited when ours was accepted. That changed after the home inspection took place.

in your marketing. Your marketing message is the first place where people start to trust you. It’s the first promise you make to people. If you can’t keep those promises, it’s bad for your business and your reputation. Had the marketing on that house been more honest, the situation would have played out a lot differently. Rather than claiming that the home had been completely remodeled, it would have been more honest to list it as being “extensively remodeled, or 90% remodeled.” This would have given us more accurate expectations about the house. Roslyn and I wouldn’t have bid on it ourselves, but that means one of those five other offers would have been chosen. There’s a good chance that one of them

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LISTEN TO YOUR WHISPERS BY ROSLYN ROZBRUCH (FOOD FOR THOUGHT)

Have you ever had an idea, almost like it popped in your head, and as you start to execute it, one thing leads to another? I call those “whispers.” This happens to me all the time. I’ll get an idea in my mind of something I want to do, and as I start to work on it, there’s an invisible thread guiding me to take the next action. And this exact scenario recently happened to me. This past July, Michael and I put on a“5-Day to 5K Tax Resolution Challenge.”But to give credit where it’s due, while I came up with the idea, Michael did most of the work.

Then around March, Joe said he was doing a Zoommeeting with someone named Pedro Adao who had a challenge model, and I told Michael, “We’ve got to watch this because I want us to put on a challenge!”Michael and I went to the Zoommeeting, and right after the meeting, there was an offer to purchase Pedro’s course — so I bought it! I told Michael to go through the course with me! Did he want to do this? Not really. But after I went through it, I said, “You’ve got to do it too,” and he did. Well, after going through the course, it just so happened we had an in-person meeting with one of our mentors, Roland Frasier, in May, and when I shared my challenge idea —guess what he said to us? “I just did a challenge with Pedro, and let me introduce you to him.”

Pedro Adao with Roslyn and Michael

A whisper wants you to take notice. And when you listen to it and take action on it, it’s amazing the possibilities that will unfold right before you ...

How did this whisper come to me? Here’s the backstory.

It was late February, before any COVID-19 shutdowns, and Michael and I were attending an in-person (remember those?) Genius meeting, one of the mastermind groups

we belong to, when I heard Joe Polish, who runs the group, ask who in the roomwas interested in joining a five-day transform your life challenge. He was experimenting with doing challenges and wanted to start with the people in the room. Right away, I was in. Joe shared that there would be assignments to complete daily that would be easy and also hard—but doable. I thought, “Okay, I can do ‘doable.’”He didn’t announce prizes but said he’d figure it out. Every day there was a video to watch and an action to take. I showed up every day and wondered what the prize would be. Then COVID-19 and the pandemic hit and most of the country shut down for two months and no prize was awarded. But the real prize I received was with each new action I took from doing the assignments, I felt more empowered and confident. Every day, I implemented something new that transformed my life. And I’m still doing many of the actions, like meditating, every day. After going through that challenge, I told Michael, “You’ve got to do a challenge for people who want to add tax resolution services to their practices!”Did he say, “What a great idea, let’s do it”? No, he did not.

The rest is history. We met up with Pedro, and he showed us how to do the challenge, and even though it was scary and nerve-wracking and we had no idea what we were doing, it turned out better than we imagined. The point of the story is it all started with a “whisper.”The whisper that’s the small voice in your head that wants you to do something that will be good for you. A whisper wants you to take notice. And when you listen to it and take action on it, it’s amazing the possibilities that will unfold right before you, and how one action will lead to another. Here’s my question to you: Is there something in your mind that’s whispering to you that you are shooing away or shutting down? Maybe take notice —who knows what wonderful thing will be revealed to you!

–Roslyn Rozbruch

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PRACTICE CORNER FROM THE

Bankruptcy Tax Resolution Leads

With the tax resolution market poised to explode with new cases due to the economic devastation brought on by COVID-19, so too will bankruptcies. To put this in perspective, in 2010, due to the Great Recession, we saw the highest bankruptcy filings ever at 1.6 million. Last year, in 2019, there were about 775,000 filings. Already, in the month of May, there was a 50% increase in bankruptcy filings over the same period last year. We will certainly pass the high-water mark of 2010 in the next 12 months and beyond. It’s already projected that 40% of your mom-and-pop restaurants and brick- and-mortar shops will shutter their doors for good, not to mention businesses related to the hospitality and entertainment industries and others. And that leads me to the following: The folks who are filing chapter 7s and 13s now (and in 2021) have IRS debt that they and their attorneys think will get handled in the bankruptcy. Any 2017, 2018, and 2019 income (and definitely payroll) tax liability will not get discharged and will survive the bankruptcy due to the laws surrounding income tax discharge, meaning these people will need help resolving their IRS debts. As soon as the bankruptcy is discharged or terminated, they will start receiving aggressive collection notices from the IRS. They will need representation. They will need YOU! What if you could get a list (with all pertinent contact information) of names of people whose bankruptcy was discharged or terminated, and you knew that they had IRS debt that survived the bankruptcy? I am in the process of creating a >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8

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