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6 Quick Tips For Making Second Tax Season Better Than The First

For two months now, I’ve been telling you to get ready for second season. Well, guess what?

Surprise, it’s here!

Unless your lifestyle plan revolves around shutting down for the rest of the year, there is absolutely no reason for you to make less money in the next several months than you did during tax season. In fact, the smartest of tax professionals will actually make more money than they did during tax season.

Here are six quick strategies to employ to help you achieve this:

1. Put in place a year-round client touch strategy. Maintaining regular, year-round contact with your tax return preparation clients is the absolute best way to ensure that they come back next year.

2. Don’t stop your seasonal lead generation efforts. Most tax professionals stop their active lead generation after tax season, which is a massive mistake. Taxpayers need their tax professionals all year, so be sure to provide your ideal target clients with the opportunity to discover who you are and what you can do for them. Shameless plug: If you haven’t yet created your online lead generation strategy, learn how here. You can also jump straight to pre-ordering the manual, before the price goes up by $30 on Saturday.

3. Look for additional opportunities to serve your existing clients. How can you assist them with ACA compliance? How can you save them money on their 2014 tax bill? Who can you help in setting up payment plans for their 2013 and prior tax bill? Be of greater service to your existing clients, and reap the rewards.

4. Fire your worst clients. There are some clients that simply aren’t worth your time. They aren’t worth the stress they create for you, and some clients simply aren’t profitable. Trim the fat, and live happier and more profitably within your practice.

5. Seek out networking opportunities. Network within your professional sphere to find sources of referrals. For example, if you have an extensive examination representation practice, then seek out other tax professionals that do not practice in that arena to connect them with their clients that are in trouble. Simultaneously, network within your local community to find new business and individual clients for your various services.

6. Test a lot of brand new marketing campaigns simultaneously for all your services. I already said to continue your seasonal tax prep marketing campaigns. But when was the last time you tested all new marketing tactics for your other services? Do some test advertising in local business publications to secure new full service business clients. Do a letter campaign to a local new movers list to establish a relationship with new local residents NOW, well before next tax season. Conduct new campaigns to local high net worth individuals to offer tax planning and wealth management. Get started with those tax lien marketing efforts you’ve been sitting on for months (or years).

Use these six strategies to focus on your business, rather than just having your practice be a J.O.B. Think beyond tax season. Heck, think beyond tax resolution, too. Despite my tax debt representation background and my frequent emphasis on that service, you should extrapolate the same marketing and practice management strategies into every other facet of your practice.

The most successful tax professionals are constantly working on improving multiple aspects of their practice simultaneously. From systems implementation to multiple, ongoing marketing strategies, by focusing on the right things you can have an absolutely amazing second, and even third, tax season in 2014.

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Hint: SEO these days is really all about local search

It’s no secret that I like to play the role of “international man of mystery”, and thus never meet face to face with my tax clients. Everything about how I operate my tax practice supports my digital nomad lifestyle, even down to how I receive my IRS correspondence that they send through the Postal Service.

In a somewhat humorous twist, even my latest client lives the same way. He telecommutes with his clients also, and spends most of the year living on a warm tropical island, but maintains a summer home in Colorado. As I type this, he’s on his way back to Colorado to retrieve several years worth of tax returns that… Well, we don’t know what his tax preparer did on them — thus the problem.

So with me now starting to see clients that live the way I do, what I’m about to tell you might sound a bit two-faced, but it’s true: Your online lead generation strategy should be locally focused.

Even for myself, the raw reality is that I actually should have physical offices in the two areas I target most heavily for finding tax clients, and I should make the effort to have a highly localized online presence in each of those market areas.

Why is this so important?

According to software giant Sage, their latest national small business survey says that 74% of all small business customers are local. This really shouldn’t come as much of a surprise, of course. But here’s the part that might be surprising to some people: According to Google, one third of all searches on their platform are location-based. The stakes go up when they analyze just searches performed on mobile devices: Half of all such searches are local in scope.

The conclusion should be obvious: Google is now everybody’s yellow page directory.

It used to be that if you wanted local customers calling you up, you had better be in your local yellow pages. Now, it can be downright difficult to even find a phone book. Numerous communities across the country don’t even print and deliver phone books anymore. This fact was constantly and heavily discussed while I was living in Port Angeles, WA over the winter, since the largest employer in town is a paper mill that supplies the paper for most of America’s phone books.

Side note: Premium members should refer back to the January members CD, in which I interviewed Nate Hagerty on this very topic.

Think about how you use Google yourself, whether on your mobile gizmo or on your computer. Chances are, when you’re looking to make a specific purchase decision, you’re using search terms that incorporate geography. For example, if you’re looking for the best pho place in Denver, you search for exactly that: “best pho denver”. (The correct answer, by the way, is a place called Pho Duy 6 at Main & 120th in Broomfield, just in case you happen to be looking and this page happens to come up.)

I’m a big fan of the Pareto Principle, which states that 80% (or more) of your results come from 20% (or less) of your actions. When it comes to SEO, I think the ratio is much closer to 95/5. In my new training manual, which will be released on April 19th, I’ll be covering my Pareto SEO Strategy, much of which is geared towards doing the minimal essential tasks you need to perform in order to get the majority of the results you need for appearing high in your local search results.

If you’d like the short version of the Pareto SEO Strategy, here it is:

1. Be listed where it counts. 2. Publish regularly. 3. Actively engage with your prospects and clients.

What I find humorous is that, in reality, this basic online strategy hasn’t changed in 20 years. Where you’re listed and what you publish has changed, of course. You shouldn’t …

» Continue reading this article: Hint: SEO these days is really all about local search

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This guy really chaps my hide…

My favorite Forbes contributor is at again.

For the past year and a half, Forbes blogger Stephen Dunn and I have been having a “spirited discussion” regarding the content of some of the tax resolution articles that he posts on the Forbes.com site.

Stephen is an experienced tax litigation attorney, and writes about tax law matters for Forbes. Every six months or so, he’ll write a fairly scathing commentary on the subject of tax resolution.

On the surface, Stephen’s pieces are consumer warnings about the flagrant tax resolution con artists that exist. His observations about that unruly sector are warranted, but his articles on the subject always take a sharp turn that really rub me the wrong way.

This article that he posted a few days ago is his most egregious yet — they keep getting worse.

Instead of just delivering a necessary consumer warning regarding due diligence, Stephen tends to veer off and attack the competency of CPAs and Enrolled Agents in regards to IRS collections matters. The fact that he does this in such a frequently read location is what makes me feel compelled to correct him.

I think it’s one thing to educate consumers, but it’s a whole other thing to misinform consumers for the sake of spreading an “attorney only” agenda. It’s also just not cool to openly disparage his professional colleagues (CPAs and EAs). You can read my lengthy comment to him at the bottom of his article, so I won’t rehash the whole thing here. But more than anything, it’s the smug sense of superiority that comes across in his writing that really gets my goat.

Fortunately, not all attorneys are like Mr. Dunn. All of the attorneys that I’ve trained in IRS collections representation over the past few years have actually been a pleasure to work with — every single one of them. I’m not trying to toot my own horn, but the fact that so many attorneys have come to somebody like me to obtain tax resolution training is a testament to the fact that the financial and tax procedure aspects of tax resolution are significantly outside the normal realm of “litigation” as to require specialized training. Even NTPI and ASTPS workshops have plenty of attorneys in attendance.

IRS collections representation is extremely multi-disciplinary. It seldom requires interpretation of law, almost always requires financial analysis, and always requires good communication and negotiation skills. All practitioners, regardless of background, must cross a skill set bridge in order to competently deliver collections representation services.

What do you think? Am I being overly defensive of CPAs and EAs? Am I misinterpreting his words? I’d love to hear what you think, either in the comments of this post on my blog or in the comments at the Forbes article.

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3 things NOT to do come April 16th

Exactly two weeks from today, our entire profession will wake up and breathe a sigh of collective relief.

But the really smart cookies in the audience will treat April 16th in the exact same manner that they treated April 15th.

Of course, if your entire practice is seasonal tax return preparation, and you have no interest in changing that, then you can simply ignore this entire article.

For year-round tax professionals, however, April 16th is not a relaxation day. Nay, nay. Rather, it is really just the beginning of the Second Tax Season. If you play your cards right, tax season part deux (I’ve been in Europe too long…) can yield even higher revenues than the filing season. Here are three habits that you should NOT break out of with the end of filing season.

First… You’ve most likely become accustomed to working more hours. The vast majority of tax professionals rapidly cut there working hours following the passing of the IRS 1040 filing deadline. This is a tremendous mistake.

You’ve most likely heard of the “Four Hour Workweek” book, and the entire movement that it started. As somebody that lives an actual four hour workweek for a month or two at a time several times per year, I can tell you that yes, it’s a good life. What people fail to mention, however, is that arriving at the magical four hour workweek takes a tremendous amount of setup time. It took me nearly four years to create the systems that allow me to “coast” for weeks on end when I travel. My average workweek during that build up time exceeded 60 hours.

If your goal is to have a lifestyle-based business, that allows you to work remotely with clients or to step away entirely for weeks on end, then you need to put in the hours now in order to build that kind of business. Even if you have no desire to live this way, but simply want to retire early, then the same rule applies.

Second… During tax season, most tax professionals develop better marketing and sales habits. You’ve (hopefully) been implementing new lead generation marketing. You’ve done client reactivation campaigns. You developed a “refer-a-friend” program. On the sales side, you developed stronger sales closing abilities due to your frequent, daily sales interactions with tax prep clients. Even if you don’t think of it this way, you have frequently handled sales objections in regards to your fees, tax laws, etc.

These marketing and sales habits are things that you should do year round. Yes, I’m telling you that should maintain your tax prep marketing twelve months out of the year. It may take different forms, and use different media, but you should still be doing it. Right now, you should also be ramping up your tax resolution marketing if you offer that service. You should be marketing to find payroll clients, bookkeeping clients, tax planning clients, wealth management clients.

You should constantly be seeking new clients, assuming that revenue growth is a goal you have for your practice. You should always be looking to identify new opportunities. For example, the healthcare open enrollment period just ended. Some people need tax planning and/or short-term gap coverage. Do you have a health insurance license? Do you offer tax planning? This is a small, but not insignificant, opportunity for some tax professionals.

There is an entire world of folks out there that haven’t filed a 2013 return yet. Heck, many haven’t filed their 2012, or 2011, etc., returns either. There is a world of tax debtors. There are brand new business startups. There are people that just moved into town. There are people experiencing life changes. All of these are client attraction opportunities for you, and you should be actively marketing your services to them.

Don’t neglect your existing clients, either. You should be marketing to your existing clients each and every month, year round, year in and year out. If …

» Continue reading this article: 3 things NOT to do come April 16th

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Creating Online Tax Client Lead Funnels

Right now, I’m in the process of creating a comprehensive “how to” manual explaining, in gory detail, how to set up online lead generation funnels for your tax practice.

For purposes of creating this training material, I decided to start from scratch and create an entirely new lead generation site for tax resolution. I’m documenting the entire technical process of how the site is created, including choosing a domain name, setting up web hosting, creating client attraction magnets, and more. Beyond that, though, I’m also revealing the exact steps necessary to get the site indexed by search engines, and how to get traffic to the web site using both online and offline means.

The new manual will be available on April 19, just after the close of tax season and in time for you to begin the process of creating your own online lead funnels for the Second Tax Season. I’m currently accepting pre-orders for this digitally delivered manual, at a $30 discount from the publication price. You can pre-order your copy by clicking here.

In addition, I’ve decided to do something crazy: I’m giving away the tax resolution lead generation site I’m creating as part of writing the manual.

If you personally hired me to create something like this for you, it would cost you several thousand dollars. But since I’m creating this anyway for purposes of writing the new training manual, I’ve decided to give it away to one lucky reader via random drawing.

How do you enter to win the new web site?

It’s pretty simple. If you click over to the Tax Marketing HQ blog page for this article, you’ll see a row of social media sharing icons at the top and bottom of the post. To enter to win, simply click one (or more!) of those icons, and share this article with your professional colleagues on Facebook, Twitter, LinkedIn, or Google+.

The winner will be selected at random from those that share this post on the aforementioned social media sites. I’ll announce the winner at the end of April, and begin the process of transferring the site over to that person. The winner will be free to continue using my web hosting system and other tools, or I will assist you in moving the entire thing over to your own service accounts (as long as you use the same service providers as I do — sorry, but this does not include me learning an entire new system interface for any of the tools required). The site and lead gen systems will be provided as is; it will be up to you to maintain and grow the site (which is easy).

Why would I offer to give this away, rather than keeping it for my own tax practice? (Tip: Here’s today’s marketing lesson…..) Everything in business is about an exchange of value. You trade money for products and services every single day — that’s an exchange of value. But value exchange doesn’t need to be monetary. I’m willing to forego potential future tax clients that could be gained from this new lead generation site in exchange for social media exposure for Tax Marketing HQ right now — it’s a value exchange that I’m happy to make, due to the growing importance of “social signals” for search engine optimization (SEO). In short, this is a price I’m willing to pay due to my long-term neglect of all things social media.

Think about how you could use this same strategy within your tax practice. What things do you know you should be doing, but aren’t? For example, are there small tax resolution cases you wouldn’t ordinarily take on that you could do pro bono, in exchange for client testimonials and online “social proof”? How about thinking outside the box, such as sending out a blog post on a Saturday? (see what I did there?)

I’ll repeat my main point: Everything in business …

» Continue reading this article: Creating Online Tax Client Lead Funnels

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Be part of this tax resolution direct mail test (and I’ll do all the work)

With the end of tax season in sight, we all need to be looking ahead to what we’re doing after April 15th. In that light, I’ll be returning to a more routine publishing schedule, in order to provide you with the marketing tips and insight you need in order to be successful in the second tax season.

For the past couple months, I’ve been working closely with several CPAs on a weekly basis to implement best marketing practices within their firms, specifically in relation to getting their tax resolution services up and running. These practitioners formed the inaugural mentoring program group. I’m pretty proud of the progress these practitioners are making in their businesses, particularly in regards to actually taking action on the things that will drive their practices forward for the long term.

In particular, most of these mentoring program participants are starting to see the results from conducting direct mail sequences to tax liens, and are actually getting paying clients in the door through those consistent efforts (consistency being the key word). One of the questions that keeps coming up in our coaching sessions has to do with the necessity of using hand addressed envelopes, versus using printed (machine addressed) envelopes.

Through the past several decades of direct mail testing, across numerous industries, study after study clearly demonstrates that hand addressed envelopes have a higher response rate than machine addressed envelopes. However, the question of how much this matters within our own industry, at this current time period, in our present market conditions and within the scope of the marketing tsunami that hits these tax liens, has never been adequately tested, to my knowledge.

It’s time to conduct that test.

I’m looking for up to three ambitious tax resolution practitioners that want to participate in this test, from three large, distinct market areas across the country (Los Angeles, Houston, Miami, etc). If you’re in a smaller market area, I’m sorry, but there probably just aren’t enough tax liens filed on a short-term basis to be able to conduct a scientifically controlled test like this in your area. This will be a large scale, sequential direct mail A/B split test.

This test will evenly divide a large mailing (no less than 2,000 tax liens) in each market area into two groups. Each group will receive the three letter sequence that is currently being used successfully by mentoring program members and other practitioners that are using my marketing materials right now. The first group, however, will be hand addressed, and use real stamps. The second group will be sent simply using fully automated addressing, inserting, and permit-based postage. Each letter will drive phone calls to unique tracking telephone numbers that then forward to the practitioner to handle the incoming calls, and we will measure results based on the phone calls generated from each letter.

I will manage each mailing campaign, including choosing and providing the tax liens that will be mailed to. The goals will be to make the test as even as possible across each market area in order to not skew results. I will also provide the tracking numbers, and pay for both the tax liens and the minutes used on the tracking numbers.

Participating practitioners will be asked to pay for the cost of printing, addressing, and postage. Due to the large scale of this test, it will require an investment of about $6,000 to do the mailings to 2,000 tax liens in each market area (that works out to $1 per letter mailed).

Each participant will be responsible for handling the incoming phone calls themselves, so you do need to have a process in place to properly handle these calls in order to convert them to clients. The leads generated will be 100% yours — I will maintain aggregate statistics only, not individual lead records. I’ll also give you the lien list for you to do additional sequential mailings and/or follow up phone calls …

» Continue reading this article: Be part of this tax resolution direct mail test (and I’ll do all the work)

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Creating online lead generation funnels

A little over a year ago I wrote this article on how to get inbound leads with no outbound marketing, and to this day it is one of the most popular articles I’ve ever written for the Tax Marketing HQ blog. If you haven’t read it, take the time to do so, including the comments section.

Recently, I’ve had a sudden increase in the number of people asking me for help in creating a similar system. If you’re looking for a completely turnkey, hands off solution, I highly recommend working with Nate Hagerty’s team at TaxFirmWebsites.com to create your primary web site and online lead generation funnel for your tax practice as a whole, including social media.

If you already have a primary web site, however, and are looking to create separate lead generation sites for specific services (like tax resolution) or for specific niche industries (such as truck drivers or dentists), then creating such sites is fairly straightforward. In a nutshell, the process looks like this:

1. Get a web hosting account and install WordPress.

2. Sign up for an email autoresponder system and create a web form offering a free report or other lead generation “widget” in order to collect email addresses.

3. Install the web form on WordPress.

4. Write regular, frequent blog posts.

5. Take other actions to drive traffic to the web site.

6. Take other actions, such as writing a book and public speaking, in order to establish credibility and expert status.

There’s obviously much more that goes into each of the steps, but this is the basic process.

Due to the high demand for a more thorough examination of the process, my next immediate project is a detailed blueprint of how I created my entire online lead generation system. I don’t have a fancy title for the manual yet, but I’ll have it done within the next two to three weeks. Next week, I’ll set up a pre-order system in case you’d like to pre-order your copy at a reduced introductory price.

If you’re looking to create a high volume of new leads, nothing beats outbound direct response marketing via the mail and telephone. But for creating a slow, but steady, trickle of high quality inbound leads at an extremely low cost, it’s worthwhile to have multiple online lead generation funnels in place.

More on this new project next week, but now it’s time for me to head out and explore the beautiful city of Basel, Switzerland, before heading back down to Geneva to catch a short flight to Spain, where I’ll be attending a music festival for the weekend.

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Finally, a tax resolution CRM that will save you time

One of the most frequently asked questions I get is for my recommendation on a good client management/case work management system for working tax resolution cases.

When I started in tax resolution, no such system existed, so I ended up programming my own. That system worked for my needs and the needs of my firm, but it was light years away from being something worthy of releasing to the entire world.

Since then, a couple of companies have sprung up to attempt to fill the void, with varying degrees of success in creating usable tools. I’ve never felt good about recommending either of the existing options, however, for a variety of reasons that I won’t go into here. Oftentimes, I simply end up suggesting that tax resolution professionals use a different non-tax specific platform, like 37Signals, SalesForce.com, or Insight.ly.

However, I was recently introduced to a brand new tax resolution case work management system that I have really taken a liking to. The system is called BeanStalk, and it is built to accomplish one task: Streamline your entire case work process.

BeanStalk is beautiful because it doesn’t try to be all things to all people, like some other software solutions. BeanStalk is all about the case work side of things only — the system picks up where your sales process ends and your client intake process begins.

BeanStalk is built to follow a logical case flow. It has built in client intake processes, and even allows for a secure, client-facing web portal for your clients to enter their 433 information (which saves you staff time and increases efficiency). The system has an awesome built-in financial analysis engine, allowing you to more efficiently determine OIC and CNC eligibility.

Along with the deadline reminders and other case management functions you would expect, BeanStalk provides the ability to automatically fill in all the necessary IRS forms for you when you need them — no more fillable PDF forms!

The system is built to handle cases as efficiently as possible, and the company founder is an experienced tax resolution attorney, so he’s designed the system from a tax professional’s perspective, not a programmer’s point of view.

I know you’re busy with tax season, but I’d really encourage you to check out BeanStalk before April 15th rolls around. Spend some time playing with BeanStalk (they offer a free trial so you can check it out), and I think you’ll like it as much as I do. It offers so much convenience and centralized case management, that I will be using it myself when I ramp my own tax resolution practice back up this summer.

I’ll be doing a much more thorough evaluation, and probably even some video tutorials, later in the month, but for now visit BeanStalkHQ.com to check it out for yourself.

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What’s your post-season plan?

I know that you’re embroiled in tax season right now, and the last thing you think you have time to contemplate is life after tax season.

But as the cliche saying goes, failing to plan is planning to fail.

If you’re not planning out what your post-season is going to look like, then tax season is going to suddenly end and you’ll be left wondering, “What now?” Sure, you have some returns on extension that you’ll be taking care of, but what about the rest of your time?

If your business model circles entirely around tax season revenue, then great: You get the rest of the year off. But if you’re operating a year-round practice (or trying to…) then you need to be thinking about your summer business plans NOW.

Here are some things to consider when it comes to your post tax season planning:

What services will you offer the rest of the year? Will you focus on servicing individuals or businesses? Will you be working full time or part time? What marketing will you be doing to arrive at your off-season revenue goals? What marketing will you do to your existing tax prep clients to cross-sell other services to them? What marketing will you do off-season to generate tax prep clients for next season?

No matter what you choose to do during the off-season, you need to start planning for it now. April 15th is rapidly approaching, and you cannot just keep your head down for the rest of tax season and not plan for what happens after. Taking this approach is simply a poor business practice.

For practitioners that focus on working with individuals, and live heavily in the 1040 world, I’m a firm believer in what I call the “3-season tax practice”. This basically breaks the year into three distinct tax seasons: Prep, resolution, and planning. If this is how you operate, or want to operate, then NOW is the time to start getting ready for “resolution season”, and starting to get new tax resolution marketing campaigns ramped up.

For practitioners that have a significant business focus in their practices, things are slightly more complicated. If you have monthly and quarterly service clients, then you are constantly in both marketing and service mode. If you happen to shift focus to the 1040 market for tax season, then you need to be planning on how to get back on track with your primary business objectives. I will also add that if you are primarily a business service provider, then there is something wrong with your business if you have to jump into the 1040 prep game every season if you’re doing it just for the extra revenue.

No matter what the focus of your tax business, if you’re in business year-round, the hustle and bustle of tax season is somewhat of an interruption of your normal mode of operation. Just as you have to prepare for tax season, you need to prepare for the end of tax season, and put into place a plan that allows you to seamlessly transition back to “normalcy”.

Beyond anything else, I encourage you to heavily consider your off-season objectives and put a plan in place to accomplish them.

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A Tale of Two Tax Seasons

Jacob and Edward are best friends from a mid-sized American city. The two men grew up together, went to the same university, and even sat for each part of the CPA exam together. They both worked at a local, mid-sized accounting firm for a few years before deciding to head out on their own.

Given their lifelong friendship, they first considered opening a practice together. Despite their commonalities, however, they both agreed that they didn’t want business to ever ruin their friendship, so they chose to open separate practices.

Several months before tax season began, they both leased offices in nice parts of town, about two miles away from each other. Both offices were close to arterial streets and close to middle and upper income residential areas.

Together, they both attended a couple of local marketing workshops offered by the Small Business Administration and their local Chamber of Commerce. They also read through most of the AICPA resources that were available to them on the subject, and read a few of the same books on marketing.

While learning about marketing, they both get really excited about the possibilities. Working together, they actually create a powerful marketing plan, complete with radio, TV, Internet, direct mail, and newspaper components. This marketing plan will work for both of them, based on what they’ve learned from workshops and books, even though they’re implementing it separately.

When January rolls around, both friends launch awesome new web sites, with great lead generation offers and local SEO campaigns. They both send off their first direct mail pieces to their surrounding neighborhoods, and have both advertised in all their local HOA newsletters for the quarter.

They both wait, giddy with excitement for their phones to start ringing.

They both get a few phone calls, mostly from people asking for price quotes. They each schedule a couple tax preparation appointments, but that’s it.

Jacob, distraught at the apparent failure of their brilliant marketing plan, pulls the plug on his planned advertising for February. He half-heartedly sends a much smaller than planned second mailing, mainly just because the postcards were already printed. The web stuff continues, because it’s already in place. He also decides to call up his former employer to see about taking on some of their excess 1040 work, and works out an arrangement to do so.

Edward, while still a bit distraught himself over the lack of results, vividly remembers the SBA speaker’s comments about “Top of Mind Awareness”, and a lengthy book chapter about response rate expectations and the necessity of multi-hi marketing campaigns. With these reminders in place, Edward continues with his overall marketing strategy for the tax season, including several daily radio spots, a short TV commercial on a local financial affairs show, weekly ads in the local newspaper, direct mail pieces to the same houses near his office, and more.

By late February, with tax season in full swing, both Jacob and Edward are fairly busy. Jacob has received a few more appointments from his second mailing — enough to make him half-heartedly do a third for March. He’s also received from referrals from friends and family, plus a substantial amount of overflow work from his former employer. That overflow work only pays him about 1/3 what he’d be making if he were bringing in his own clients, but he figures that some work is better than none. Overall, he’s doing about 20 returns per week — far below his goal, but enough to keep the lights on, bringing in about $2500 per week.

At the same time, Edward is already into preparing his 4th mailing. He’s also re-written and re-recorded the radio spot, and is having the radio station alternate the playing of the two ads. Each ad has a different phone number, so that he can track the response based on call logs. He’s now doing the same thing with his newspaper ads, running two small ads in the lifestyle section …

» Continue reading this article: A Tale of Two Tax Seasons

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