Most of us like variety much more than predictability.

Even something as simple as a voucher from a supermarket is more appealing when there are different options, we like them to be different. Variable rewards beat predictable rewards every time… and it’s the same in business, it’s the same in your accountancy firm.

When it comes to catching and keeping your clients, REWARD and INVESTMENT are perhaps the most important elements in your marketing process

One of the main reasons your prospective client acts on a marketing trigger you’ve provided is that there is a reward at the end of it!

Your client will be happy to fill out a form or registration page if it means they can then join your mailing list, order a product or service they desire, or set up a meeting or a phone call they want.

The end justifies the means, so the reward is vital.

Rewards make us feel accepted, attractive, important and included. Also, most people also have a deep desire for completion and they are happy to invest time and energy if they know that the ‘end justifies the means’.

Only by understanding what truly matters to your clients or prospective clients can you correctly match the right reward to their intended behaviour. When you do this, you will have clients who are invested in your products and services and your business as a whole. You will be seen as their business partner.