Marketing differently to leads vs prospects

It should make obvious sense that you market very differently to prospects than to leads, but many people question exactly how they should market to each.

If you have an active prospect that has received a consultation from you, met you face to face, or received a proposal from you, then this person needs to be treated very differently from somebody that you’ve never spoken to. I take it a step further, and believe that I should treat as an active prospect anybody that’s visited my web site, left me a voicemail, ordered a special report, or in any other way expressed interest in tax services.

This is our prospect database. I will often refer this to our “met” list, because in some way we’ve met or interacted with them on a personal level.

The other side of the coin involves people that have never spoken to you, never ordered information, and have never expressed interest in tax services. This is our “unmet” list. This list often represents a group of ideal prospects that we eventually want to put on our “met” list, generally based on demographic criteria.

For example, we may determine that our best prospect lives within a 75 mile radius of our office, owes the IRS at least $50,000, has already had the Trust Fund Recovery Penalty assessed, owns a home with positive equity, and has a six figure income. We can then obtain a list of these ideal prospects, and market to them consistently over time.

Note that the marketing we do to this “ideal prospect” list is often independent of our general lead generation marketing. This mean that in general we have no less than three marketing campaigns going on at any given time:

1). Marketing to prospects that we have spoken to or have or that have requested information from us.
2). A special, consistent marketing effort to our unmet, ideal prospects.
3). Our regular lead generation marketing.

Tomorrow, we’ll discuss how to market to the first group, often referred to as “follow up marketing”.