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Tax Fear And Marketing Fear Motivates – Practice Builder Publishing – Tools & Resources For Accountants And Tax Practitioners


Tax Fear And Marketing Fear Motivates

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Just when you thought you could take a breather from tax season, here come the marketing wars. And the winner is . . . ‘Fear.’


This is normally a time of year for tax preparers to relax a bit after the final extensions are filed, get a little CPE under their belt, and get things in order for marketing their services in the new year.

But, this year, with ‘Tax Reform’ being held out as a tease, marketers are having to wait until the dust settles, and all the changes in the code that are going to be made, are made, before they can refine this years marketing plans.

As most marketers know, the number one motivator in almost any form of marketing is fear, and with tax reform hanging in the wind, the opportunity to capitalize on fear as a motivator has never been more opportune.

Tax firms usually have fewer than four months until April 15 to convince customers their products and services are superior. And given the finite number of people who need their taxes prepared, the tried-and-true way to increase business is to steal market share from competitors. And, the opportunity to be the first to market with a new plan or service gives fast moving tax marketers an edge.

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“That’s what’s been creating a more-intense marketing approach,” said Jay Baer, founder and president of Convince & Convert, a social-media and content consultancy.

So, a normally relaxed end of year holiday season promises to be filled with some nail biting preparation as tax marketers struggle to build the fear of change into their marketing programs, before the market stabilizes and the annual tax marketing season settles into an ordinary and dull reciting of how great we are sales pitches.

A very different kind of relationship than those vying to dominate the tax-preparation space, indeed.

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