Real Tax Business Success: Tax Marketing Lesson 15: Media Mindset

[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”]

Media Mindset Keys

[/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”]

Here’s the Reality: Every Ad You Run Will NOT Succeed! It’s About Testing Your Ads

But that’s alright, if you get what I’m about to tell you…
You see, TESTING ads first is one of the most important “secret weapon” strategies a tax business owner can learn. Testing any and all of your marketing plans ahead of time (before you “roll it out” altogether) protects you from making BIG mistakes. Testing also helps you secure the life-blood of your business — CASH.
Whatever you do, DON’T think now that you are “armed” with all of this NEW MARKETING KNOWLEDGE every promotion you try is going to hit a “home run!”
That’s crazy. I have promotions where I get bad results and lose money EVERY tax season! But nine times out of 10 it’s with a “test” ad. You see, test ads are just a “sampling” you can try to see if your ad has a chance of working or not.

Note: I use easy to multiply round numbers in my examples to make my points. I obviously want you to charge MUCH more than $100 for your tax services.

If you spend $100 on a small display ad in the newspaper and you get two clients from the ad (or $200 in revenue) that means your test did 2 to 1. (Which means for every dollar you spent in advertising, you received $2 in sales. That’s pretty good.)

So now you might try testing a larger ad. This time you place an ad that costs $500 in the same newspaper, running the same day of the week and “placed” on the page in about the same area as before. (The reason for all of this is to keep as many variables the same as possible to get the truest test you can. They are never “perfect,” but you’ll get a good idea.)

This time you got 10 new clients equaling $1,000 or $500 gross profit (still a 2 to 1 sales to expense ratio.) But with the bigger ad, you got eight more clients, plus you made $400 more bucks on the front end. (You’ll make even more on the back end with more clients now in your database.)

Now that you’ve had two successful tests, you want to do a full page ad. Since the timing is not going to be the same during tax season as the first two successful tests, you’re not sure if you should “shell out” the big bucks! (Full page costs $3,500)

** It’s a good point. Some tax business owners would stay “small” for now and “roll out” full page ads the following tax season.

But for this example, let’s say you go for it. The “full page” test ad (notice even a full page ad can be a test) runs and you get 35 new clients. (Break-even @ $100 per client.) Was the test ad successful? In my opinion, it was the most successful ad of the three. Why? Because I got 35 new clients in my database for FREE. (Costs $3,500; Sales $3,500; Net Profit $0; 35 new clients: no cost)

Now I’ve got 35 new paying clients, and a high percentage will come back to me year after year and refer a certain number of their friends and co-workers to me as well. I’ll make much more profit in the long run with the full page ads running at break-even, than small ads making $500 with a few extra clients.

Don’t be afraid to lose some money every now and then when you are “testing” to find a WINNER. A “winner” could be an ad in that same newspaper. Let’s say you tested the $500 ad and got 30 new clients or $3,000 in sales (6 to 1 sales to ad expense). That’s a winner. I’d go full page ASAP (all things considered) and try to get as close to a 6 to 1 ratio again as possible.

** One thing to remember as you increase the sizes of your test ads. As a general rule: The BIGGER the ad the worse your sales to expense ratio will be. But the good news is, the BIGGER the ad, the better your overall gross profit margins will be.

Every business owner that is a SERIOUS marketer loses money on different types of new promotions they try. Losing money on “new” TEST ads is part of the marketing process! (If you test 10 different media with your ad and seven fail (or get poor results), two barely make money and one is a clear winner, then you hit the jackpot!

Now you can take all the money you were going to spend in 10 different media ads and put 80% in YOUR HOME RUN and the other 20% split up in a re-test of the two ads that barely made money. (You can tweak ’em and see if they can become more profitable.)

But the moral of this story is TEST every place you think makes sense. Once you track your results and find the money-makers, take the majority of your marketing dollars and invest them in the tests where you received GOOD RESULTS!

This is not rocket science. It is a systematic way for you to eliminate the bad and increase the good in your overall marketing plan!

It may be very surprising to you that this is the case, but this is how direct-response marketing is really done: it’s all a numbers game after a while! And that—my accountant friend—means that YOU are set up for success!

 

About “Breaking Even” (This Might Shock You)…

If you are trying to increase your tax business, the main thing you should be concerned with in the beginning is market share. You want to get as many people in your tax office as possible as early in the tax season as possible, too.

We’ve talked about this before. The momentum you build from your client flow is very important. Because we are in “service” business, the more people you have in your business going through your normal “operational funnel” the better. More people refer more new clients. More people means more repeat business the following tax season or throughout the year. More people in your tax office, the better.

So what do we do to get as many people in our office as possible? Of course we are going to advertise our tax business and promote the 3 Ms like we’ve already said. The bigger questions is, “HOW DO YOU KNOW IF YOUR ADVERTISING IS WORKING?”

That might sound like an easy answer. (You know your ad is working when you are making money.) True, but let’s look closer.

Did you know 80% of the businesses in this country LOSE money when they acquire new clients? How can they stay in business you ask? It’s this “thing” called BACK END sales. (I’ll talk about the “back end” until I’m blue in the face, or when everyone in my membership understands and is “cultivating” it properly in their own tax office — whichever comes first!)

Back end sales is everything you sell a client AFTER they make use your services that “first” time. The FIRST sale is always the hardest. After that your marketing to that client gets much easier!

Translate that to the tax preparation industry. We only have ONE sale (for the most part) per year. Can we afford to “lose” money on the front end in order to receive the benefits of the majority of those clients coming back the following year and then multiple years after that, giving us money for ongoing tax services? If you have a big enough bankroll you can.

If you wanted to, you could “BUY” your clients with your advertising. Lose money for a couple of years, but build your client base and enjoy the repeat business and ongoing referrals! You would be profitable in a few years making a lot of money. (That’s one way to do it.)

 

But here’s the way WE did it.

Our goal was to break even on each ad that we’d run. If an ad costs $500, I wanted to bring in five clients to pay for it. The way I looked at it, I JUST GOT FIVE NEW CLIENTS FOR FREE! “They are in my database and now I’m going to help stimulate the Word of Mouth (WOM) Process, and I’m going to send them follow up mailings in the future to make sure they come back, year after year!”

What does the normal tax business owner say after they run an ad that costs $500 and they got only five clients? “I didn’t make any money. I’m not running that ad again!”

It’s too bad. If more tax business owners understood the VALUE of getting NEW clients in their door at NO ADDITIONAL COST to the owner, there would be much more money in the bank accounts of people in the tax profession in this country.

Now don’t get me wrong, I like MAKING MONEY ON THE FRONT END, TOO! If I can get five new clients AND make a few hundred dollars, of course I’d rather go down that road.

 

The “bigger idea” I want to understand is, BREAK-EVEN MEANS FREE CLIENTS!

[/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 Small Business Marketing Success Means Starting At The Right Place: the Market” /][/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 1,817

  1. Pingback: henry lever action youth

  2. Pingback: เครื่องซักผ้า ยี่ห้อไหนดี

  5. Pingback: dispo carts

  19. Pingback: PG

  20. Pingback: bonanza178

  21. Pingback: 토렌트

  22. Pingback: เสาเข็มไมโครไพล์

  23. Great web site yyou hae got here.. It’s had too fnd high quuality writing like yours nowadays.
    I seriously appreciate individuals like you! Takke care!!

    Reply

  24. Pingback: click here

  25. Pingback: ยูเรเนียน

  26. Pingback: illinois real id card

  27. Pingback: บาคาร่าเว็บตรง

  28. Pingback: สมัครบาคาร่า lsm99

  29. Pingback: selecionar apk original

  30. Pingback: 다시보기

  31. Pingback: bonanza178

  32. Pingback: slot88 rtp

  33. Pingback: ข่าวกีฬา

  34. Pingback: bonanza178

  35. Pingback: 무료웹툰

  36. Hi there! This is kind oof off toopic butt I nee soje guidace from an established blog.

    Is it hhard too sset up your own blog? I’m nott very techinhal but I cann figure thiongs out pretty
    fast. I’m thinking about setting uup my ownn but I’m not surre where too start.
    Do yyou habe any points orr suggestions? Cheers

    Reply

  38. I absolutely lolve yourr blog.. Excelloent colors & theme.
    Diid youu make thjis site yourself? Please reply bazck aas I’m wanting
    too create my oown personal website andd would love to know where yoou got thuis fdom oor
    exactlly whwt the themne is named. Appreciate it!

    Reply

  42. Today, I went to tthe beaqch front wuth my kids. I fond a seea shell andd gave itt tto mmy 4 year old dauggter and said “You can hear the ocean if you put this to your ear.” She puut the shyell to herr earr and screamed.
    There was a hermit crazb insde and it pinched her ear.
    She never wants tto goo back! LoL I know this iss completely off tkpic butt
    I hadd to tell someone!

    Reply

  43. Amazing! This blog looks jst like mmy olld one!

    It’s on a totally differentt toipic but iit has pretty much the samee page layyout annd design. Excellent choiice of
    colors!

    Reply

  44. I wass wondering iff yoou ever thought of changing thhe layout
    off you website? Its very ell written; I lovbe whjat youve
    got to say. But mahbe you could a liittle morre in thee wayy off conttent sso peoplle cold
    connect wuth it better. Youive got ann awfl lot off text
    forr only having 1 oor twwo images. Maybbe you cold spqce it out better?

    Reply

  46. Youu actuallly make itt serm really easy with your presentation buut I iin fihding tis atter to bee really
    onne thing which I believe I would byy no mens understand.
    It seem tooo complex aand very vastt forr me. I’m lookjing forwrd iin your next submit, I
    wil attemkpt to get thee dangle of it!

    Reply

  49. Hello! I’m att work surfing arund your bloog from mmy nnew iphone 3gs!
    Just wanted to say I love reasding through your blokg aand look forward
    to all yoyr posts! Cary on the fantasttic work!

    Reply

  51. I fesl tht iis among the sudh a lot signficant nfo for me.
    And i aam happoy studying yoir article. However want too statemment on some basic things, Thhe
    site taste iis ideal, the articoes iis truly ggreat : D.
    Juust right task, cheers

    Reply

  53. Hi exellent blog! Does ruunning a bkog smilar to
    this take a grat dea of work? I’ve virrtually no understtanding of
    coding but I haad bbeen hoping tto start myy own bloog soon. Anyhow, if yyou hace anyy recommendations oor tips forr neew blog ownsrs pllease share.
    I know thgis iss ooff tpic nevertheless I simply wanfed too ask.

    Cheers!

    Reply

  55. Fantawstic blog! Do yoou havve any recommendations forr aspirijng writers?

    I’m hoping to staet mmy own websote soon but I’m a little loset onn everything.

    Woulkd you advise staring with a free plafform
    liike WordPress or go for a paid option? There are so many choicees outt there
    that I’m completely overwqhelmed .. Anyy tips? Appreciate it!

    Reply

  57. Hi! I undersdtand this iss somewhat off-topic however I needed too ask.

    Does unning a well-established blkog lke yours take a latge amount of work?
    I’m completely new to running a blog but I do write inn my
    diaryy daily. I’d like to start a blolg soo I ccan easily share my owwn experience and views online.

    Please leet mee now if you have any suggestions oor tips
    forr nnew aspiring bloggers. Appreciate it!

    Reply

  60. I’ll immediateely seize your rss as I can’t tto find your emnail
    subscription hyperink oor e-newsletter service.
    Do you havfe any? Kindly llet me understand
    so that I could subscribe. Thanks.

    Reply

  61. Woow that wass odd. I just wroote aan extreely long comment but after I clicked submut my comment didn’t show up.

    Grrrr… well I’m nnot writing aall that over again. Anyhow, just wnted too ssay excellent
    blog!

    Reply

  64. I’ve started using CBD gummies like cbd oil with thc, and they’ve made a important disagreement in my routine. They’re submissive to use, style distinguished, and provide a comprehensible character to mix CBD into my day. I’ve establish they help me decrease and redress my catch after a extensive day, which has been a gargantuan benefit. The accordant CBD dosage in each gummy is a noteworthy gain for managing intake. If you’re account CBD, gummies are an select option to start with—legitimate establish persuaded you select a incorruptible discredit for the most outstanding results!

    Reply

  65. Just wsnt to ssay your artijcle iis as astounding.
    Thhe clearness iin your postt is simpply great aand
    i could assume you’re aan expert on tgis subject.

    Well with your permission let mme tto gab your eed tto kedp updated with forthcoming post.
    Thaks a millon and please keep uup tthe gratifying work.

    Reply

  70. Annoying 20mg thc drink has been thoroughly the journey. As someone acerbic on imbecile remedies, delving into the world of hemp has been eye-opening. From CBD oil to hemp seeds and protein capacity, I’ve explored a variety of goods. In defiance of the mess bordering hemp, researching and consulting experts be enduring helped cruise this burgeoning field. Overall, my experience with hemp has been sure, offering holistic well-being solutions and sustainable choices.

    Reply

  72. Автомат Ballon — идеальный СЃРїРѕСЃРѕР± расслабиться.: balloon игра – balloon игра

    Reply

  73. Казино предлагает множество игровых автоматов.: balloon казино – balloon игра на деньги

    Reply

  74. Динамичная РёРіСЂР° РЅР° автомате Ballon ждет вас.: balloon game – balloon казино

    Reply

  76. Игровые автоматы доступны всем желающим.: balloon game – balloon игра на деньги

    Reply

  160. Impacto mecanico
    Equipos de equilibrado: fundamental para el rendimiento estable y eficiente de las máquinas.

    En el mundo de la tecnología avanzada, donde la rendimiento y la confiabilidad del aparato son de alta trascendencia, los aparatos de equilibrado juegan un tarea fundamental. Estos aparatos adaptados están creados para calibrar y regular elementos móviles, ya sea en maquinaria productiva, medios de transporte de transporte o incluso en aparatos hogareños.

    Para los técnicos en conservación de sistemas y los profesionales, utilizar con dispositivos de balanceo es fundamental para garantizar el desempeño fluido y confiable de cualquier mecanismo móvil. Gracias a estas soluciones tecnológicas sofisticadas, es posible reducir considerablemente las vibraciones, el zumbido y la esfuerzo sobre los soportes, aumentando la tiempo de servicio de piezas costosos.

    Asimismo relevante es el función que desempeñan los equipos de balanceo en la asistencia al consumidor. El asistencia profesional y el mantenimiento continuo aplicando estos sistemas posibilitan proporcionar servicios de gran excelencia, aumentando la satisfacción de los compradores.

    Para los titulares de proyectos, la contribución en unidades de equilibrado y medidores puede ser clave para aumentar la productividad y desempeño de sus dispositivos. Esto es particularmente significativo para los empresarios que administran reducidas y pequeñas emprendimientos, donde cada punto importa.

    También, los sistemas de equilibrado tienen una amplia uso en el campo de la seguridad y el supervisión de calidad. Permiten identificar posibles defectos, previniendo reparaciones onerosas y daños a los sistemas. Incluso, los datos obtenidos de estos dispositivos pueden usarse para perfeccionar procedimientos y potenciar la reconocimiento en motores de investigación.

    Las sectores de aplicación de los equipos de balanceo abarcan diversas industrias, desde la manufactura de ciclos hasta el control ambiental. No interesa si se habla de enormes fabricaciones industriales o modestos espacios domésticos, los equipos de balanceo son necesarios para proteger un desempeño productivo y sin detenciones.

    Reply

  1657. gdzie mozna kupic prawo jazdy z wpisem do rejestru, kupić prawo jazdy, legalne prawo jazdy do kupienia, kupię prawo jazdy, jak załatwić prawo jazdy, bez egzaminu, jak kupić prawo jazdy, czy można kupić prawo jazdy, legalne prawo jazdy do kupienia 2025, pomogę zdać egzamin na prawo jazdy, prawo jazdy bez egzaminu, gdzie kupić prawo jazdy bez egzaminu, gdzie kupić prawo jazdy na lewo, jak kupić prawo jazdy w niemczech, gdzie kupic prawo jazdy legalnie, kupić prawo jazdy b, pomogę zdać egzamin na prawo jazdy, gdzie można kupić prawo jazdy z wpisem do rejestru forum, prawo jazdy płatne przy odbiorze, prawo jazdy czechy kupno, w jakim kraju można kupić prawo jazdy, pomogę załatwić prawo jazdy w uk, sprzedam prawo jazdy z wpisem bez zaliczek, jak kupić prawo jazdy w uk, ile kosztuje prawo jazdy na lewo?, 987ytb6y

    Reply

  1739. sportbootführerschein binnen und see, sportbootführerschein binnen prüfungsfragen, sportbootführerschein binnen kosten, sportbootführerschein binnen online, sporthochseeschifferschein kaufen, sportbootführerschein binnen berlin, sportbootführerschein binnen segel, sportbootführerschein kaufen, sportseeschifferschein kaufen erfahrungen, sportküstenschifferschein kaufen schwarz, sportbootführerschein see kaufen, sportbootführerschein binnen kaufen, sportbootführerschein see kaufen ohne prüfung, bootsführerschein kaufen, bootsführerschein kaufen polen, bootsführerschein kaufen erfahrungen, bootsführerschein online kaufen, bootsführerschein tschechien kaufen, SSS kaufen, SKS kaufen, SHS kaufen, führerschein kaufen,sportbootführerschein see, österreichischen führerschein kaufen legal, kaufen swiss registrierte führerschein, registrierten führerschein kaufen berlin, echten führerschein kaufen Köln, legal führerschein kaufen, echten deutschen führerschein kaufen, deutschen registrierten führerschein kaufen, osterreichischen-fuhrerschein-kaufen zürich, deutschen registrierten führerschein kaufen…93u3wjmw

    Reply

  1741. rijbewijs kopen, rijbewijs b kopen, vals rijbewijs kopen, rijbewijs b kopen in belgie, rijbewijs kopen prijs, rijbewijs kopen legaal, rijbewijs kopen 247 ervaringen, rijbewijs kopen online, rijbewijs kopen belgie, nep rijbewijs, motorrijbewijs kopen, kan je een rijbewijs kopen, koop een rijbewijs, motor rijbewijs kopen, rijbewijs kopen betrouwbaar, neppe rijbewijs kopen, auto zonder rijbewijs kopen belgie, rijbewijs koop, rijbewijs kopen nederland, auto zonder rijbewijs kopen, rijbewijs kopen belgië, rijbewijs kopen belgie, rijbewijs kopen in nederland, rijbewijs b belgie, rijbewijs kopen met registratie. 98u7yw3b23

    Reply

Leave a Reply

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