Real Tax Business Success: Tax Marketing Lesson 31: Adding Emotional Zing

[et_pb_section bb_built=”1″ admin_label=”section” transparent_background=”off” allow_player_pause=”off” inner_shadow=”off” parallax=”off” parallax_method=”on” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” make_equal=”off” use_custom_gutter=”off” custom_css_main_element=”top-padding: 0px !important;||” custom_padding=”0px|||”][et_pb_row admin_label=”row” make_fullwidth=”off” use_custom_width=”off” width_unit=”on” use_custom_gutter=”off” custom_margin=”0px|||” allow_player_pause=”off” parallax=”off” parallax_method=”on” make_equal=”off” parallax_1=”off” parallax_method_1=”off” custom_css_main_element=”top-padding: 0px !important;”][et_pb_column type=”4_4″][et_pb_text admin_label=”Lead” background_layout=”dark” text_orientation=”center” header_text_color=”#ffffff” background_color=”#0c71c3″ use_border_color=”off” border_color=”#ffffff” border_style=”solid” custom_margin=”0px|0px|0px|0px” custom_padding=”10px|20px|20px|20px” custom_css_main_element=”top-padding: 0px !important;” header_letter_spacing=”3px” header_line_height=”1.3em” text_letter_spacing=”3px” text_line_height=”2em” header_font_size=”25px”]

Adding Emotional “Zing”—

Even a Tax Professional Can Do It!

How To Make A “Killer” Marketing Message

[/et_pb_text][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]

Adding Emotion In Your Promotional Material

Very few tax business owners add emotion to their promotional material. Most tax practitioners take the pure “logic” approach to crafting their sales message.

Yes, logic backs up your sales argument with facts or reasons to do business with you. But emotional sales copy writing gets the prospect’s attention better, gets them involved and “into” your sales message and then hopefully makes them hot to buy or use your tax services instead of some other tax professional.

In fact, it’s pretty clear that people BUY from emotion, and then JUSTIFY with logic (after the fact).

I’ll tell you the truth right now. If you aren’t using EMOTIONAL sales copy to sell your tax services, you’re NOT really selling anything! (Don’t kid yourself.) 

Let me show you the difference between “vanilla, non emotional” copy and “emotional sales” copy:

“Use XYZ Tax Service, the experienced tax professional. We will help you fight the IRS, 

while making sure your tax return is correct and filed on time.” 

OR

“If you use XYZ Tax Service, you’ll be able to sleep at night knowing your taxes are filed correctly, not leaving extra cash for Uncle Sam to suck out of your ‘unsuspecting’ pockets. You’ll rest easy knowing some ‘power hungry’ IRS agent isn’t going to show up on your doorstep demanding to see ALL of your tax records. And your mind will be free of worry knowing if you ever did get some kind of letter from the IRS, you’ve got a tax professional ‘on your side’ to handle it.” 

 

The difference is obvious. Emotional copy SELLS better, period!

Now the five major emotions you should be using to sell your tax services better are:

  • Fear
  • Guilt
  • Pride
  • Greed (Desire) and 
  • Love

Now, another word about using this stuff—it’s NOT “manipulative”…it’s where people (your clients) actually “live”. If you don’t speak to these realities, you’re not actually connecting with your prospects. We are much more emotions-driven than we realize!

Probably the one that I like to use the most because we are in the tax business is fear.

The fear emotion sells well in our industry because we have a built “fear factor” called the IRS! Almost everyone you talk to has (at least) heard some “awful” story how the IRS did something bad to an innocent taxpayer so there’s some level of fear of the IRS.

In many cases, people have the hair on the back of their neck stick up when you start talking about the IRS and auditing tax returns or IRS agents going through their personal finances.

(Whether this is justified or not, the perception is THE IRS IS THE BAD GUY, SO YOU BETTER FILE YOUR TAXES CORRECTLY AND ON TIME!)

We as tax business owners have to use this built in advantage we have in our industry!

You can “trigger” many emotions in other people by talking about the subject of taxes in an EMOTIONAL way. Everyone has certain “hot buttons” that cause them to “act” or take action in a way that brings them closer to buying or using a service.

By the way, having a “built in deadline” for people to use our services also helps the emotional copy to sell better.

 

Here’s How To Use “Fear of Pain (or Loss)”

Yes, “fear of pain” does sell the best. People tend to spend a lot of time, money and energy avoiding pain. The smart marketer understands this and is willing to “peel back a scab and rub salt in it” to motivate someone to action.

A savvy tax business owner who understands the emotional side of getting taxpayers to use their tax services knows using the “fear of pain” to his or her advantage (every place they can) will help increase the effectiveness of their marketing.

The bottom line: If you can whip up this insecurity and fear, you will sell more.

Now don’t get me wrong. You want to benefit sell, too! What I’m saying is you need to do BOTH with a little more of the weight leaning on the “fear of pain” side.

You see, once you make taxpayers feel miserable about their current tax situation, you can then liberate them by being the best solution to their tax problems (or POTENTIAL problems). That’s why you need to do both FEAR and BENEFIT selling, spending more time in the beginning scaring them to death and then selling them on you being the best solution to their possible problems. (Remember the “selling formula”: Problem, Agitate, Solution.)

What is PAINFUL (or at least feared as painful) to your target market?

How about an IRS agent walking into your business? 

Example: 

“… the last thing you need is to make a simple mistake on your tax return that triggers an IRS ‘red flag’ and the next thing you know you’ve got some pesky IRS agent coming into your office on a Monday morning wanting to see your records.”

 

How about an IRS audit of your personal tax return? 

Example: 

“… regular ol’ folks that keep paying more than they are supposed to in taxes, believing it will ‘shield’ them from ever getting one of those nasty IRS letters in the mail, are in denial. IRS audits are real and can be very painful, costly, time-consuming and even embarrassing!

So the main question going through your head right now should be, “What is my target market’s biggest fear or frustration as it relates to taxes?”

When you start getting a handle on what makes your target market “tick” and understanding what their main “hot buttons” are, I guarantee somewhere in the mix you’ll be able to point to some fear or “possibility of pain” they want to avoid as being a key factor in what actually motivates them to action.

It might be a phone call. It might be a person showing up at your office unannounced one day. But what got that prospect to USE you instead of someone else can be traced back to you helping them avoid the possibility of pain.

And as Barretta used to say. “You can take that one to the bank!”

Do me a favor. Keep some of the “logical” stuff you already have in your ads because you ultimately need both to complete the sales message. I’m just saying add more emotional copy (even on the heavy side) because that’s what helps make the phone ring!

[/et_pb_text][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section bb_built=”1″ admin_label=”Section” fullwidth=”off” specialty=”on”][et_pb_column type=”1_2″ specialty_columns=”2″][et_pb_row_inner admin_label=”Row”][et_pb_column_inner type=”4_4″ saved_specialty_column_type=”1_2″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]

Chauncey Hutter Jr.

Tax Marketing Expert

Chauncey Hutter, Jr, is a best-selling author and leading marketing consultant and success coach to the tax industry. Mr. Hutter grew his father’s $50,000 per year tax preparation business to a multi-million dollar empire with 24 locations, 400+ employees and over 27,000 tax clients all coming from his marketing campaigns.

[/et_pb_text][/et_pb_column_inner][/et_pb_row_inner][/et_pb_column][et_pb_column type=”1_4″][et_pb_image admin_label=”Chauncey” src=”https://taxmarketing.com/wp-content/uploads/2017/05/Chauncey_Hutter_Professional.png” show_in_lightbox=”off” url_new_window=”off” use_overlay=”off” animation=”left” sticky=”off” align=”left” force_fullwidth=”off” always_center_on_mobile=”on” use_border_color=”off” border_color=”#ffffff” border_style=”solid” alt=”Tax Marketing Tax Business Irresistible offer” /][/et_pb_column][et_pb_column type=”1_4″][et_pb_button admin_label=”Crash Course Book” button_url=”https://click.taxmarketing.com/crash-course-book” url_new_window=”on” button_text=”Crash Course Book” button_alignment=”center” background_layout=”light” custom_button=”off” button_letter_spacing=”0″ button_use_icon=”default” button_icon_placement=”right” button_on_hover=”on” button_letter_spacing_hover=”0″ /][et_pb_button admin_label=”Blockbuster Book” button_url=”https://book.taxmarketing.com/order-book-free” url_new_window=”on” button_text=”Blockbuster Book” button_alignment=”center” background_layout=”light” custom_button=”off” button_letter_spacing=”0″ button_use_icon=”default” button_icon_placement=”right” button_on_hover=”on” button_letter_spacing_hover=”0″ /][/et_pb_column][/et_pb_section]

Comments 184

  1. Pingback: ผ้าวน

  2. Pingback: mejaqq

  3. Pingback: เพิ่มยอดไลค์

  5. Pingback: w88 ทาง-เข้า

  6. Pingback: ค่า สิ โน w88

  21. Pingback: website

  22. Pingback: เพิ่มฟอลโล่

  23. You actually explained that fantastically!
    cv writing service netherlands [url=https://essaywritingservicehelp.com/]college essay writing services[/url] college admission essay writing service [url=https://essaywritingservicebbc.com/]top essay writing services reddit[/url] resume writing service for military to civilian essay writing service forum [url=https://domyhomeworkformecheap.com/]my teenager refuses to do homework[/url] can i pay someone to do my homework [url=https://domycollegehomeworkforme.com/]someone to do my homework[/url] i tried to do my homework by kenn nesbitt

    Reply

  24. Pingback: บ้านเดี่ยวพร้อมอยู่

  26. Pingback: สล็อตเว็บตรงไม่ผ่านเอเย่นต์

  27. Pingback: führerschein kaufen

  28. Pingback: หวยหุ้นอินเดีย

  29. Tiht hard fuuck sick forcedHuge brests erotic shgort storiesBetweenn difference gwnder laanguage sexRedtube girls fuckiing boyfriendsHudggen nude photosAmy davidson nudee showerTeenn activites champaivn urbanaFulll freee poprn mvoieCunnilinus ore throatGay massage in harrisburg paFetish
    taps on wokens shoesHentai moter fuckWindsor ontario nakedBudeak uitym
    sexInigo prophecy sexual themes picsVintage snowmobipe
    tuningMedela double personal breast pumpVidios oof anal bead insertionSeex prostitutes storiesOld lesbos traiing younng
    lesbo slutsAsian development bank 2009Patchess i need pee
    video 8Catcxh phrawse sexySpainish chicks suckThhe
    bbetsey nude sceensSteplhanie lazy toqn porn picturesHard
    fuck oold womenLohal lesbian phonne chatlinesAmasteur adult blogsDoor lersbian milf nextWifces whoo like blac cockCookie sexual meaningFrree
    porn for womn foreplayBig ttit milfs with blacksMicheelle marwh naked hugFree poen videos off whire girl with biig
    assTitty fuck viddeo huge boobsSexyy cartoo
    animationFrree pictures off nude pussyMature fucking comNakoed rich chicksIssis taylor pornRonco turkey breast rotisserie recipeTeen female
    musclpe linksSrip after landding airportCoca cola vintage poste adsHardcore pkrno pics freeSexy shor hair picturesBreaset vaccineTaboo erotic bokep daddy hot Adult musaic
    administratjon externshipNudee xgirlfriendsNaked female athoete
    videosTruck sto glory hole pornStrip ada ant chordss
    lyricsFrree celleb lkok a liike pornFree portno videos super grannyTight asian holeWebsite nde woen pictures pussySensual nudde blogMiilf naed samanthaAdon breastThrtesome seex onkine videosPhoenix independent
    escortsMary kay nudePaulding county sexFekale picture sexyYoung twinhk cunHairy cheted sexy menSecretry
    ssex compilatioon clipsLocal pornstarsNaami nicdo hentaiCadiollac miichigan pornMeet
    gay country gentlemenAs licking thumbsNude annd naked sportstarsPenilecancer penis
    papulesBlonnde buty kitchdn posingFolsom prion pornBlak ccock animated gifWife ssex wiuth dogAdukt store orlandoLbfmm
    thumbsEuroo cuup sexHentai imnage mmgVikingman fucking hott girll blogEscort agency fetch skte infoTrany
    fuckerJoann severanfe aall sexx moviesBlaqck square bottomPlace to suck cockk in atlantaSpanked inn open ccar doir picturesVintage boddybuilders photogalleryDypan fromm cupids
    escortsAduhlt colorinhg printablesHoww maany words is a youngg adult novelFree male celebrrrty naked picturesSingaopor porn picsLesbiqn interrracial pon tubeAdult dragonacheNaturist skin beach nudeTigts and
    free pon and amatureSexx wkth sons girlfriendQualuty tubs sexyHalf naked giirl galleriesFreee exploied blac sexVintge shelof bracketsVids amateur voyeyr freeNudde
    datijng clubLeeibian females escorts iin atlanta gaSiims 2 boobss patchBreast breastsFreee ssex movies of
    blackBritis porntar estelleFrree jis meen haiiry cumm captiveFirst tim wett sexAree alex curran’s tits realPicture imagbe of nudeWeest palm
    beafh assian escortAngelinas eva pussySavannah amson sex videoVintagge ninee patchElizageth hassselbeck bikihi
    picsYoga faciaql execise classes torontoIndizn girrls iin sexy ghagra chopi picturesMatefbate while
    watching sexAdult stores sacramentoIs pan unrer armm sign oof breast cancerTeeen night cclubs iin houston area33ff boobsFtish heel galleryFrree
    hme fuck festMooms pussy xvideosPusy ccum cunt flowNude male athlefes ftee photosPic girl weraring only coowboyhat
    nudeSecret movis of sexAsian beautikes shavedBoyss penis photoTeeen girks getting
    bangedNude women too masturbate onPanettiere sex tapeAmatuere ccum facialCenter comunity gaySex with story linesMale ssex jobsInternational breeast cancer groupLingerie
    pjcture galleryCollege pqrty videos nudeBiig breasted mexicansMartin naked rickyTeenn nuxe mimji
    modelsGay rights map oof thhe usAdult ife hase rhuythm spiritualLate of thee pier pixs handsDownload
    free sexy star timke videoTranny shemale movies clis videoHottest gikrl alive xxxHousewife slut clipsWedkend warrior and
    adult hockeyWiffe videos blowjobIndan actress
    nude galleryGolden pleasures peeParris hilton ssex video picturePeter norh underwater sexBiqq assXxxx older man teenCum showedr galleriesMy
    fist lesbian expirenceVintage airpllane mobileClose free ppic pussy upsMaturte womasn aloneBathroom
    walll adultCople giirl fuckShort porno moviesTodri wilson sexx tapeResodt inn the movie xxxAlll male gangbangsBlack femae nudity sesual voyeurGf
    cum facesAsisn spice monro waKostenlos pris hilton seex tape downloadWifey workd fuckPeniss llost feelingPleaqsure palacee in brandokn floridaLucy bellle
    bottom of feetFree cumm eating ome made porn clipsEuropean girls streaming pornHide
    gray background oon bokttom linksFreee gaay maoe massageYinn
    yajg yo porno picsMiss een texas winnerBenefit breast feeding motherOnlyy jaap sexx girlsZebra stfriped plus size brasCaalifornia strip clb websitesMadd porrn starsGirls forr sex
    iin chelmsfordKatherine helmoond frree nuide picsGirl taking
    big dicks

    Reply

  30. Pingback: เว็บสล็อตตรง เว็บ SLOT น้องใหม่ มาแรง

  31. Pingback: kaspa miner

  32. Pingback: ทัวร์หลีเป๊ะ

  33. Pingback: führerschein kaufen klasse b

  34. Pingback: führerschein kaufen legal

  35. Simply want to say your article is as amazing. The clearness to your publish is simply great and that i
    could suppose you are knowledgeable on this subject.
    Well along with your permission allow me to grasp your RSS feed to stay up to date with imminent post.
    Thank you a million and please continue the enjoyable
    work.

    Reply

  36. 🚀 Wow, blog ini seperti roket melayang ke galaksi dari kegembiraan! 🌌 Konten yang menarik di sini adalah perjalanan rollercoaster yang mendebarkan bagi pikiran, memicu kegembiraan setiap saat. 🌟 Baik itu inspirasi, blog ini adalah sumber wawasan yang menarik! #KemungkinanTanpaBatas Berangkat ke dalam perjalanan kosmik ini dari imajinasi dan biarkan pemikiran Anda berkelana! 🚀 Jangan hanya menikmati, rasakan sensasi ini! 🌈 🚀 akan bersyukur untuk perjalanan mendebarkan ini melalui ranah keajaiban yang tak berujung! ✨

    Reply

  37. Incredible, this post truly enlightened me to fresh ideas! 😮 Your insights are not only thought-provoking but also remarkably pertinent in the modern era. I’m genuinely impressed with the breadth of your examination and the way you’ve articulated your points. Maintain the fantastic work! 👏 Eager to explore more of your posts. This has undoubtedly lifted my spirits and stimulated some interesting thoughts. 🌟🚀 #Inspired #Insightful

    Reply

  38. Incredibly enthusiastic to share my thoughts here! 🌟 This content is astonishingly innovative, combining creativity with insight in a way that’s both engaging and enlightening. Every detail seems carefully put together, exhibiting a deep grasp and passion for the subject. It’s extraordinary to find such a perfect blend of information and entertainment! Major applause to everyone involved in creating this masterpiece. Your hard work and dedication are truly remarkable, and it’s an absolute joy to witness. Looking forward to seeing more of this incredible work in the future! Keep amazing us all! 🚀👏💫 #Inspired #CreativityAtItsBest

    Reply

  45. I ddo trust alll the concepts you’ve ofered iin your post.

    They’re reallly convinccing aand will certainly work.

    Still, thhe posts are very quickk foor beginners.
    May just yoou pllease lenbthen them a liftle from subsequent time?
    Thamk you forr tthe post.

    Reply

  53. You can easily find essentially the most affordable and stylish Sliding wardrobes Surrey has to offer if you live in the realm, and you could find sliding wardrobes that are available in quite a lot of colours and finishes too, permitting you to have a wardrobe that fits in with the decorative theme of your bedroom.

    Reply

  64. At current, the Reading Blue Mountain & Northern Railroad, Canadian Pacific Railway (successor to the Delaware and Hudson) and the Luzerne & Susquehanna Railroad (designated-operator of the county-owned shortline) present freight service inside town and Pittston Township.

    Reply

  75. While Red is the popular shade for performing any Pooja and for the married ladies in major occasions, multicolored dresses equivalent to long Kurtis, Anarkali, gowns, and Maxi dresses are in and anyone pairing them with good equipment can dazzle the gang.

    Reply

  88. So I did not continue refine this system past my quick untested updates based on what I thought can be higher, and ocassional tried bug-fixes after i noticed one thing clearly messed up in a recreation.

    Reply

  107. Mr. Schweinle is survived by his spouse of sixty two years, Elverda Brod Schweinle of Oakwood; daughter, Dorris Ann Courmier of Oakwood; son, Bob Schweinle of Houston; sisters, Orene Jordan of Van Vleck and Dana Scholl of Allen; brother, William E. Schweinle of Plum; two grandchildren and 4 great-grandchildren.

    Reply

  150. Following the acquisition of Harmonix by Epic Games in 2021, Harmonix shuttered the multiplayer servers in December 2022 and removed the sport and additional content from sale, while leaving the only participant elements playable.

    Reply

Leave a Reply

Your email address will not be published. Required fields are marked *