What you say is often more important than how you say it.
In fact, what you say is even more important than what media you use to deliver what you’re saying.
Most of important of all, however, is that what you say must resonate with WHO you’re saying it to.
In marketer-speak, we call this “market to message match”. If you say the wrong thing to the right people, or the right thing to the wrong people, you’re wasting your time and money.
Let’s look a look at an obvious example…
Message: 50% Off All Tax Returns!
Market: High school students.
The majority of high school students do not have income. For those that do, the vast majority of them have their return prepared along with their parents, however they have their return done.
Here’s a less obvious example…
Message: Schedule C preparation included with all 1040 returns.
Market: A mailing list of absentee property owners.
Absentee owners mailing lists are very common for direct mail purposes, and consist of properties where the tax bill mailing address is different from the property address. This is used as an indicator to find real estate investors. Most real estate investors aren’t going to be interested in Schedule C preparation.
You should define distinct goals for tax season, such as for revenue and number of returns. These goals will direct the MARKET you aim for, as different goals require different client demographics. Once you know the market you’re going after, you need to craft a core marketing message to communicate to those prospective clients, as well as your returning clients.
This core marketing message needs to be communicated in everything you do — your mailings, your newsletter, web site, even how your staff answers the phone.
Incorporating your core marketing message properly, in order to ensure market to message, requires a comprehensive marketing plan. Everything needs to work together to help you achieve a successful tax season.
What is your core marketing message, and who are you communicating it to? What result are you expecting from that, and at systems do you have in place to measure that result?
These are things you should be thinking about throughout the year, even throughout tax season when you least think you have time to be thinking about such things.