Start With Proper Understanding of
How To Pick and Use Advertising Media
The Importance of Media… In It’s Rightful Order
First of all, notice with me for a second. Do you see how we are talking about MEDIA as the third of the three Ms?
Real marketing is Market, Message, then Media, in that exact order!
Not … media–then figuring out what you want to say with your message and then figuring out to whom you are going to say it (market) and then hopefully somebody “bites.” (That’s the exact opposite of what you’re supposed to do.)
This fatal mistake is made much too often by the regular tax business owners. Why? Well, they just don’t know any better. (That’s good for you because you’ve got this package and THEY don’t!)
When they choose media first, it’s a recipe for disaster! (And their marketing plan’s promotional chances for success are fading like a Key West sunset.)
You see, if you are following what I’m telling you to do with all of these promotional secrets, and you do them in the PROPER ORDER, the way I tell you to do, your chances for a successful advertising campaign INCREASE considerably!
Don’t forget the order of the 3 Ms: MARKET, MESSAGE and MEDIA.
Now let’s get into some of the specific secrets to using the different media options that will be available to you.
Does Your Media Actually REACH Your Target Market?
What good is a quality target market for your tax services if you CAN’T reach them? (Not much.)
You could have the “hungriest market” in the United States, but if you can’t REACH ’EM with your sales message, you probably need to consider looking for a new target market.
OK, let’s say you’ve found a “hungry market” in your town. It happens to be the city police department and “other community police forces” like them in the surrounding area.
(We have a Member that specializes in this target market and she ends up getting even higher word of mouth referrals than normal tax businesses because cops KNOW EVERYBODY and they talk up her office accordingly!)
Anyway, the message is:
- “We specialize in police and other ‘professional service’ occupations within a 25 mile radius of our office”
- “My husband is a police officer, I understand the problems people in ‘professional occupations’ have” etc. (affinity)
- “20% new clients in a local ‘professional service’ occupation, plus LARGE cash rewards for referring their co-workers” etc.
(ARE YOU SEEING THE WAY TO GO AFTER A NICHE MARKET HERE?)
All right, she’s got the first two Ms right (market & message); now what about MEDIA?
She found this group was REACHABLE in a few different ways. (She tried all of them as you should if you can afford it.)
First, she advertised in the quarterly “professional” journal that hit the streets right before tax season started and right at the end before April 15th.
Second, she passed out fliers and coupons at the annual Christmas party in December with “early bird” incentives.
And third, she was able to get her hands on a mailing list that she mailed multiple times during tax season.
I don’t know her latest numbers, but when she last checked in, this little “niche” market had become extremely profitable for her in just three tax seasons. (High word of mouth within the departments, too.)
The point is she was able to REACH her target market effectively and her “numbers” speak for themselves!
So how are YOU going to use this simple example to increase your tax business this year? (The formula is easy to follow!)
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.