First of all, if you scan the yellow pages (or Google) in your category, I’ll make a bet with you: 90% of the ads—actually probably ALL of them look very similar. They all offer the same services, with the same feature.
What makes your tax business any different? (We’ll get into this more when we discuss USP’s) Well, here’s a good place to start…
Giving taxpayers what they WANT is THE place to start when developing a marketing message!
How do you make YOUR message stop your target market dead in their tracks? The only way to truly get their attention is to “give ’em what they want!”
Does your target market want a guarantee? If so, guaranteeing what? How many multiple guarantees backing up your tax services are they interested in? Sure, they may want a guarantee of accuracy, but many tax business owners do that. How will yours be different?
But don’t stop there. Do your clients want your location to be closer to where they live or work? (Plus all their friends, neighbors and business associates just like them that live and work in the same area.) Do they want a bigger waiting room or is “drop off” service a better option?
What about the kind of employee do you have representing you in your tax office? Does your targeted client want an experienced tax practitioner or just someone who takes one-on-one time with them and makes them feel important?
I can go on and on. The point is your marketing message must be centered around giving your target market everything they REALLY want, not what YOU THINK they want and definitely not what you are just going to give them because “that’s what other tax businesses do.”
And as you can see, your message is NOT confined to just “what” kind of tax services you can offer your client. Marketing and developing a marketing message deals with everything from “how” you say your guarantee to “who” is doing the selling to “when” you’re actually going to follow up with your prospect (or existing client) again!
So the big question is, “How do I find out what my target client wants?”
And the million dollar answer is ASK ’EM! (And continue to ask them more and more each tax season.)
Many tax business owners have hundreds and hundreds of client records sitting in their filing cabinets. These clients came into the tax office the previous tax season and the tax business knows nothing more about them than the information on their tax return.
By the way, looking at someone’s tax return can tell you a lot about them. You know another way to find out more about them? Look at the phone number in the file and call them and ask them a few questions on what they would really want in the coming tax season. You will be amazed what you find.
Oh yes, if you’re too lazy to make 40 or 50 calls to get a sampling from your database of what your clients really want, make up 4 or 5 questions and put them on a one page survey sheet. You can get feedback from your clients about what they want while they are in your office having their taxes prepared this year.
You don’t get better information for promoting your business THIS year, but it’s a start in the right direction for next tax season.
By starting to properly promote your tax business this way, you won’t fight as many uphill battles as most tax businesses do. Your marketing becomes much easier and you’ll make more money if you’re giving taxpayers EVERYTHING THEY WANT IN A TAX BUSINESS!