Tax Firm Marketing Challenge: Day 12

Online Marketing
Create your YouTube channel.
Estimated time: 10 minutes

YouTube is the second largest search engine on the Internet, and happens to be owned by the first largest. The power of YouTube an an SEO tool is undervalued in our profession.

Using one of the keywords you discovered a couple days ago, create a YouTube channel. You’ll need a Google Account for this if you don’t already have one. Name your channel after the keyword you want to rank for, such as “Miami Tax Preparation” or “Denver CPA”.

There are a ton of fancy options for setting up your channel, but keep it simple. Use your professional photo as your channel image.

Don’t worry about a video today. You’ll make your first video tomorrow. 🙂

Offline Marketing
Define your Unique Selling Proposition (USP).
Estimated time: 30-60 minutes

We’ve danced around this in relation to some of the previous challenges, such as crafting your elevator speech and defining your target market.

Today, I want you to really hone in on it. What is YOUR unique selling proposition?

Put another way: Why should somebody do business with your instead of your competitors?

Every business needs to have an answer to this question. It’s what separates you from your competition. The harsh reality of business is that if you don’t have a specific reason for people to do business with you, then they won’t.

And let me be extremely clear about something: The fact that you’re a CPA, EA, or attorney, or have 30 years of experience, is *NOT* a valid USP. In fact, it’s absolutely irrelevant. How do we now? Because there are 400,000 non-CPAs doing tax returns, and tens of thousands of first year tax professionals that make money each and very year.

A USP is your “secret sauce”. The thing that makes you different, and better for the right target market.

Probably the most famous and excessively cited USP in history comes from the Dominos pizza chain: “Fresh hot pizza delivered to your door in 30 minutes or less… or it’s free.”

That’s a very strong USP, and built a massive company that started from one little pizza shop. It’s simple, concise, and easy to understand. Also note that there is no reference to it being *good* pizza.

Some tax and accounting USP examples:

“Appointments always available within 48 hours, or we’ll waive the consultation fee.”
“Guaranteed one week turn around time on all … Continue reading