Unbundle Your Message for More Impact| |
Have you considered "unbundling" your services to attract more leads?
Over the past ten years, many industries have begun unbundling their services into smaller bite size nuggets to generate more inquiries for their services. Sometimes, this change is forced upon them and other times, it's opportunistic to generate that initial discussion, which leads into multiple engagements down the road.
Unbundling has been huge for the music industry. In the olden ages, the music industry would bundle together a batch of songs (e.g., album) and sell the bundle for higher price. With the digital age, songs are now unbundled and purchased a la carte. As a result, the barriers between music artists and genres has lowered thus creating over 1,000 bewildering microgenres.
In the restaurant business, have you found yourself getting sucked into ordering tapas which end up costing you more than buying one comprehensive entrée? This is what unbundling your services can accomplish for your accounting practice.
To illustrate my point, have you considered delivering your services in the comprehensive manner that you've always done but also offering them in smaller pieces? In other words, breaking a full service, comprehensive set of "we do it all" into smaller micro websites which break the message into smaller, more meaningful a la carte pieces. Below are some examples:
Forensic Accounting – In addition to your main website which communicates your comprehensive forensic accounting services, have you developed micro websites which break forensic accounting into fraud investigation, litigation support, business valuation, expert witness, collaborative accounting, child support calculations, trial preparation, innocent spouse relief, etc.
International Tax – In addition to your main website, have you unbundled international tax into micro websites like expatriate taxation, foreign tax credits, transfer pricing, offshore voluntary disclosure (ODVI), immigration tax planning, tax inversion planning, multinational family tax planning, etc.
To be more specific, here is a live example of how one accountant has unbundled IRS Problem Resolution into delectable pieces of the pie.
Try the best of both worlds, deliver your corporate message in the full entrée manner that most restaurants serve food but also try a tapas approach with smaller micro websites that make it easier to sample your services.