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Thursday, December 12 2019

How To Stop Looking Like A
"Small, Me-Too” Payroll Service Bureau

By Glenn Fallavollita, President of & Drip Marketing, Inc.

  • Word Count: 411
  • Time To Read: 1.6 Minutes @ 250 Word Per Minute

Do you feel as though your marketing messages are making you look and sound like every other payroll service around you?  If you do, you are not alone as most payroll services use the same tired phrases like:

Here’s The Problem:

Your prospects are flooded with advertisements from TV commercials, print ads, radio ads, brand labels, Facebook ads, ads on buses, Google ads, to even ads on their phones. An article published in the NY Times said, “A person living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today.”

You Have 1- To 2.5 Seconds To Capture A Prospect’s Attention.

Your marketing messages must resonate with your target audience as you only have 1- to 2.5 seconds to capture someone’s attention. Therefore, if your marketing messages look and sound like everyone else, a prospect will either skip over your ad or only look at price as the key differentiator.  How do I say this?  Because we see it all the time.

Get In The Mind Of A Prospect Before Writing Your Next Campaign.

Marketing research has proven that the average person will spend 1- to 1.5 seconds reading a marketing message (e-mail/direct mail).  During this time, their brain will process some or all of these questions (to determine if they should continue reading or learning more about your payroll service):

  • Are they saying things that are important to me?
  • Do I know this company?
  • Do I need a new payroll service?
  • Should I compare my current payroll service bureau to them?
  • What is this company selling?
  • What makes this payroll service any better or different from the one I am using now?
  • Why should I consider their offer of X, Y, or Z?

Your database of prospects and referral sources are just like you and everyone else. They have a limited amount of time to learn about your payroll service as they are trying to do more work with fewer resources. And the more in sync your messages are to their problems, frustrations, annoyances, and needs, the quicker you will get their attention. Period. 

Executive Summary: With the average person being exposed to thousands of marketing messages a day, what are your plans to change what you are saying? 

Posted by: AT 07:21 am   |  Permalink   |  Email