Why “tax tips” are terrible blog post and email content

If you subscribe to most SEO, email drip, or social media feed services for accountants, over 90% of what’s going to get dripped out to your audience is tax tips.

Today, I’m going to explain to you why these services are doing you a disservice, and what you should be writing about instead as you dive further into content marketing for your tax firm.

Why the hate, bruh?
Due to the fact that so many thousands of tax pros subscribe to this email newsletter, I, in turn, get automatically added to quite a few email newsletters sent by you. Basically, whenever one of you signs up for an email newsletter service, that service will offer to scan your contact list inside your email, then add all those people to your new email newsletter. Voila, Jassen winds up on a lot of such email lists.

This means that I see ALL the email newsletters. Yup, all of them. From every service provider, including CPA Site Solutions, Mostad/Tenenz, GetNetSet, ClientWhys, etc.

And they all suck.

Yup, I said it. Not gonna pull any punches on this one.

Each of them sucks to a different degree, and for different reasons. But there are three common characteristics amongst the suckage:

#1). They’re overly technical. Very, very few of your prospects/clients care about the nuanced details of this deduction or that credit or that new Revenue Procedure. They seriously just don’t care. Those details are what they pay you for. Sure, they want hear that some new thing exists that will benefit them — the proverbial what’s in it for me? — but that’s the extent of it. Better way: Here’s the thing, it exists, let’s see if you qualify. That should be the marketing communication — not a treatise on the technical details.

#2). Because they’re overly technical, they don’t actually provide content that people want to read. Your email newsletter, blog posts, social media posts — it’s all utterly worthless if nobody actually reads it. Remember, the modern consumer has a short attention span — they’re not reading your 27-point fact sheet on the Child Tax Credit. They just aren’t. Folks want the quick win, the simple points, easily digestible. For most of your clients, you are likely their only trusted advisor in the entire financial universe. From you, they want to hear about more than just “tax tips” — they … Continue reading

How to accomplish your most foundational marketing tasks

It’s the first Monday of the month, which means it’s time for Jassen to post up this month’s Done For You articles for use in prospect emails and blog posts.

If you’re a current Tax Resolution Academy® Titans member, you can get these emails/articles here. (Trouble logging in??? Reply to this email.)

If you’re NOT a Titans member, then you can learn more about the benefits of our Titans tier here.

So, what exactly are these?

Let me start with two foundational truths that you probably already know, but just in case:

  1. Posting new content to your website on a regular basis is important for both SEO and social media marketing purposes.
  2. Sending emails to your leads, prospects, and clients on a regular basis is important for conversion and retention.

Again, I know you already know these two things. At this point, it’s most likely well-ingrained marketing knowledge that everybody comes to the table with.

But…but! Despite knowing it, most tax and accounting pros still aren’t doing it. Tsk, I say. Tsk!

Come on, repeat after me…

I will do email follow ups and blog posts.

I will do email follow ups and blog posts.

I will do email follow ups and blog posts.

OK, sweet. Now we’re all on the same page.

In order to make these two foundational pillars of your marketing strategy occur, you basically have four options:

  1. Write it all yourself, post it all yourself.
  2. Pay for the content, post it all yourself.
  3. Write it all yourself, pay for the posting.
  4. Pay for the content, pay for the posting.

In other words, it’s some combination of work by you and outsourcing. You can just learn how to do it all yourself (which I actually encourage, even if you ultimately hire it all out). At the other extreme, you can hire an employee (such as a social media manager) or an agency (such as TaxProMarketer) to just do it all for you.

Kind of in the middle, there are a variety of services out there that provide the content to you, which you can then edit to your heart’s content and post yourself. These services exist because many business owners are perfectly capable of handling the posting part, but have a hard time coming up with stuff to write about.

Even further, by at least having something to start from, it’s often easier … Continue reading

Tax Marketing QuickTip #6: Posting Flyers

Like a zombie punching through six feet of dirt to rise from the grave, Tax Marketing QuickTips are back!

These were a popular feature on this blog from, umm, like, three years ago. Then I got all distracted and whatnot by starting a software company. Some people, right? 🙂

These QuickTips are intended to be exactly that: Short, actionable steps you can implement in just 10-15 minutes that will improve your tax practice in a small way. These are not meant to Earth-shattering, but more than anything are here to serve as a simple reminder for you to do something occasionally to work on your practice, rather than just in your practice.

Today we’re going to talk about one of the oldest, simplest, and cheapest lead generation tactics that exists: Posting flyers wherever you can.

You know the kind I’m talking about. The simple 8.5×11 sheet of paper with some simple ad copy and a compelling call to action, with the bottom of the flyer configured in a vertically cut “fringe” that people can tear a piece off of that contains your call to action response info: A phone number, website, etc.

I can already hear thousands of CPAs, lawyers, and EAs screaming out an exasperated, “Are you freakin’ kidding me?!?!

No, I’m not kidding. This is tots for realsies.

Select one service that you offer, and one offer. Apply the KISS principle here — that’s “Keep It Simple, Stupid”, if you’re not familiar.

For example, put your mugshot in the upper left corner, and in giant print put “Is the IRS making your life a living nightmare? Call Joe to schedule your complimentary Tax Debt Settlement Analysis…”. Or try something like, “What does the IRS have planned for YOUR retirement? Call Jane today for your complimentary Retirement Tax Assessment…”.

Post these up in locations around town. Apartment complex and HOA clubhouses often have bulletin boards. Community and senior centers. Grocery stores. Beauty salons. Laundromats. UPS Stores. Churches. Saloons. Civic and fraternal organization halls (VFW, American Legion, Knights of Columbus, etc). Neighborhood kiosks. Real estate brokerage office agent boxes. Community colleges. Put them everywhere you can.

Caveats:

  1. Ask permission before posting (obviously).
  2. Don’t expect miracles. The lead volume will be very, very low.
  3. Understand that your only targeting here comes from the placement, so understand the type/quality of leads that certain placements will generate.

With your expectations properly set, this tactic can generate … Continue reading