Roz Marketing Strategies - September/October 2021

Roz Marketing Strategies - September/October 2021

Why Aren’t You Giving Your Clients Hope?

The Roz Report

SEPTEMBER/OCTOBER 2021

888.670.0303 WWW.ROZSTRATEGIES.COM

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Turn More Prospects Into Clients With This Psychologist-Approved Technique The Missing Piece of Your Conversion Puzzle

A wise man once said, “You can change your life by changing your behaviors. You know that. But what you may not know is that only three variables drive those behaviors.”Those words came from BJ Fogg, Ph.D., a social scientist and researcher with a Behavior Lab at Stanford University and the author of “Tiny Habits.” BJ understands human behavior better than almost anyone on the planet. I learned about BJ from Roslyn, who read his book and attended his online program. She liked what he taught so much that she signed us up for his two-day behavior model seminar/bootcamp this summer in Healdsburg, California, adjacent to Sonoma, CA. This trip was mostly for work, but we went a couple of days before and took time to bike around wine country, visit a winery, and enjoy some of the many wonderful restaurants in the area. Our daughter and son-in-law joined us on the trip, and that added to the fun. I learned a lot from BJ over those two days, and I was impressed by his Fogg Behavior Model. It looks like this:

missing one or more of those things, the behavior doesn’t happen or becomes a habit. For example, take the idea of donating to the Red Cross. You might be motivated to do it because you’re a good person and have the ability to do it because you have the money. But without the final piece — the prompt — you’re not going to actually do the behavior. It will take a Red Cross commercial, a natural disaster, or a friend’s suggestion to prompt you to click the donate button. When BJ was explaining this model during the bootcamp, I immediately thought about the tax resolution professionals we work with. In order for a prospect with a tax problem to become a client, they have to take action (aka Behavior). They need to respond to a marketing message by calling, emailing, or scheduling an online appointment. One of the hardest things in marketing is figuring out how to make this happen. But Fogg’s model shows you how. Here’s one way to make sure someone with a tax problem has the motivation, the ability, and the prompt. Motivation: Most people with tax problems are highly motivated to resolve getting the IRS off their backs. Those motivations can come from all kinds of places. Maybe they’re contemplating marriage, trying to fix a strained relationship, anticipating a real estate transaction on the horizon, or having a bank account in their name, or maybe they just want to retire in peace.

Roslyn andMichael With BJ Fogg

Ability: In this case, this is the ability to pay to help them fix the problem. It’s not the easiest thing to do, but many people can check the ability box if they have money or they can borrow, have a family member or friend help out, tap a credit line, or get a cash advance from their employer. Prompt: Most people with tax problems also already have a prompt. The IRS takes care of that by sending them a collection notice, or their bank accounts have been levied or their wages have been garnished. People will always move away from pain a lot quicker than they’re attracted to pleasure. The easiest way to get clients is to target your marketing at people who already have all three of these things. The more prone someone is to having a tax problem, the better chance there is that they’ll have the motivation, ability, and prompt in place to solve it. One way

B =MAP

“Behavior (B) happens when Motivation (M), Ability (A), and a Prompt (P) come together at the same moment.” Basically, humans are hardwired only to take action when we have the motivation, ability, and prompt to do so. If we’re

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The Importance of Knowing What ‘Not to Do’ FOOD FOR THOUGHT (BY ROSLYN ROZBRUCH)

As humans, we’re faced with daily decisions from easier ones, like what to wear for the day, to harder ones, like what car you should buy. But as you contemplate your choices in decision- making, know this: It’s as important to know what you don’t want as much as what you do want. Many times, I’ve seen people not realize what they don’t want and pick that as their choice. As an example, I will share a personal story. Around a year ago, Michael and I bought a new home (new to us anyway), and Michael wanted to completely redo the backyard. I knew the pool needed to be replastered even before we put an offer on the house. Once we moved in, I told Michael that since we were going to update the pool, we should add in a jacuzzi, too. We then noticed all sorts of other things that weren’t right, and soon, Michael was on a mission to completely remodel the entire backyard. I’m the one usually in charge of the remodeling, but working full time in our business made gutting the backyard an overwhelming thought, so Michael said he’d oversee it. Finding the right people to do the work was a job in itself, but Michael asked around and brought in experts to give estimates and share their ideas. After interviewing several people, we narrowed it down to two: a recommendation from one of Michael’s friends he trusted, and the company that did a great job on our previous house. Since Michael was in charge, I

let him make the final decision, and he went with his friend’s recommendation.

The contractor started the job, and it went down like this: Michael would go to the office at the crack of dawn every day, and I was at the house when the team of workers would show up. I’d see what was going on, have an anxiety attack because something didn’t look right, go in the backyard, and tell them to stop. It wasn’t the workers’ fault; it was the contractor not paying attention to details of what was to be done. So, for example, when the jacuzzi was being added to the pool, it looked too big, and the step into the pool was too narrow. I might not have known what I wanted the pool to look like, but I knew it needed a wider step. The contractor made it right, but he had to rip out the rebar and move it over. And it kept happening! Michael would go to work, something didn’t look right, I’d go in the backyard and say, “Don’t plant the trees until you paint the fence!”, “Don’t plant the vines until you put up the wire to hold them!”, or “Don’t put tile on the jacuzzi, put the stone on the sides!”, and then I’d call Michael while having an anxiety attack and say, “This isn’t right.” Even though Michael was in charge of the backyard, design isn’t his thing, and I’m obsessed with it, so he never noticed what wasn’t right. And even though I wanted no part of the backyard, and I certainly didn’t like going outside all the time and saying, “Stop,” I could easily see what I didn’t want. I didn’t know how I

Michael happy in his newbackyard

wanted the backyard to look — I don’t know plants or construction — but I knew what wasn’t right. The good news is the contractor kept his word and made everything right with us without adding extra charges. And even though the backyard isn’t finished, it’s 90% complete, and it looks really nice. The point of my story is that while I didn’t know what I wanted for my backyard because I don’t have the experience in remodeling yards, I knew what I didn’t want. And even though knowing what’s not right isn’t the ideal way to make decisions, listening to my inner self and speaking up to say, “That’s not right” led me in the direction of what I did want. So, my thought for you is: remember that the next time you’re faced with a decision to make, and you have so many options to choose from, or you’re not sure what to choose, consider eliminating the wrong choices, the things you don’t want to do in your life,

and I bet that will help you narrow down your choices and get you in the right direction so you make the right decisions for yourself.

It’s as important to know what you don’t want as much as what you do want.

–Roslyn Rozbruch

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PRACTICE CORNER FROM THE

Is the IRS Coming to the Digital Age?

Announced for the first time ever, tax professionals may go to the new Tax Pro Account on IRS.gov to digitally initiate power of attorneys (POAs) and Taxpayer Information Authorizations (TIAs). These digital authorization requests are simpler versions of Forms 2848 and 8821. Once completed and submitted by the tax professional, the authorization requests will appear in the taxpayers’ online account for their review, approval or rejection, and electronic signature. Because the taxpayers’ identities already are verified at the time of login, they simply check a box as their signature and submit the authorization request to the IRS. A key benefit is the completed digital authorization, which, if accurate, will go directly to the Centralized Authorization File (CAF) >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8

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