How to leverage written tax articles to get more leads

Today it’s called content marketing, but the reality is that it’s one of the most effective marketing strategies in the history of capitalism.

The core idea behind this strategy is to create engaging content that entertains and educates your target market, while simultaneously reminding your prospects that you possess the solution to their tax problem.

That problem can take numerous forms, from the frustration of completing their tax return to the nightmare of owing millions in back taxes.

In my tax resolution practice, ALL of my marketing leverages the concept of content marketing, in one way or another. Everything from my free reports offered in response to letters and postcards, to 24 hour recorded information lines, to my books written for consumers — all of this is content marketing.

What’s this about writing articles?

Despite the prevalence of video on the Internet today, the fact remains that the Internet is a platform built with and for the distribution of the written word. We still use words to search for things on Google, and Google must still use words on pages to determine the relevance of web sites.

On top of that, direct mail is still one of the most effective means available for reaching new prospects, reactivating lost clients, and keeping existing clients coming back. From reaching out to new movers in to the neighborhood for tax prep season, to tax lien marketing, to client newsletters, direct mail, and it’s inherent use of the written word, is something that should be part of every tax professional’s marketing arsenal.

The written word, despite the audiovisual world in which we live, is still a remarkably valuable form of communication. Aside from being a tool for appearing high in search engine results, the written word is a vehicle for attracting new prospects and converting prospects into clients.

Why is this? Never forget that, no matter what services we actually provide to our clients, we are in the people business. People do business with other people, something that some really big accounting, legal, and consulting firms seem to forget.

Before a new client ever gives you a dime, three things in particular must happen:

1. They must come to know who you are (which is why we do marketing).
2. They must come to trust you and your ability to address their needs.
3. They have to like you (this is the step that … Continue reading

6 Quick Tips For Making Second Tax Season Better Than The First

For two months now, I’ve been telling you to get ready for second season. Well, guess what?

Surprise, it’s here!

Unless your lifestyle plan revolves around shutting down for the rest of the year, there is absolutely no reason for you to make less money in the next several months than you did during tax season. In fact, the smartest of tax professionals will actually make more money than they did during tax season.

Here are six quick strategies to employ to help you achieve this:

1. Put in place a year-round client touch strategy. Maintaining regular, year-round contact with your tax return preparation clients is the absolute best way to ensure that they come back next year.

2. Don’t stop your seasonal lead generation efforts. Most tax professionals stop their active lead generation after tax season, which is a massive mistake. Taxpayers need their tax professionals all year, so be sure to provide your ideal target clients with the opportunity to discover who you are and what you can do for them. Shameless plug: If you haven’t yet created your online lead generation strategy, learn how here. You can also jump straight to pre-ordering the manual, before the price goes up by $30 on Saturday.

3. Look for additional opportunities to serve your existing clients. How can you assist them with ACA compliance? How can you save them money on their 2014 tax bill? Who can you help in setting up payment plans for their 2013 and prior tax bill? Be of greater service to your existing clients, and reap the rewards.

4. Fire your worst clients. There are some clients that simply aren’t worth your time. They aren’t worth the stress they create for you, and some clients simply aren’t profitable. Trim the fat, and live happier and more profitably within your practice.

5. Seek out networking opportunities. Network within your professional sphere to find sources of referrals. For example, if you have an extensive examination representation practice, then seek out other tax professionals that do not practice in that arena to connect them with their clients that are in trouble. Simultaneously, network within your local community to find new business and individual clients for your various services.

6. Test a lot of brand new marketing campaigns simultaneously for all your services. I already said to continue your seasonal tax prep marketing campaigns. But when was the last time … Continue reading

This guy really chaps my hide…

My favorite Forbes contributor is at again.

For the past year and a half, Forbes blogger Stephen Dunn and I have been having a “spirited discussion” regarding the content of some of the tax resolution articles that he posts on the Forbes.com site.

Stephen is an experienced tax litigation attorney, and writes about tax law matters for Forbes. Every six months or so, he’ll write a fairly scathing commentary on the subject of tax resolution.

On the surface, Stephen’s pieces are consumer warnings about the flagrant tax resolution con artists that exist. His observations about that unruly sector are warranted, but his articles on the subject always take a sharp turn that really rub me the wrong way.

This article that he posted a few days ago is his most egregious yet — they keep getting worse.

Instead of just delivering a necessary consumer warning regarding due diligence, Stephen tends to veer off and attack the competency of CPAs and Enrolled Agents in regards to IRS collections matters. The fact that he does this in such a frequently read location is what makes me feel compelled to correct him.

I think it’s one thing to educate consumers, but it’s a whole other thing to misinform consumers for the sake of spreading an “attorney only” agenda. It’s also just not cool to openly disparage his professional colleagues (CPAs and EAs). You can read my lengthy comment to him at the bottom of his article, so I won’t rehash the whole thing here. But more than anything, it’s the smug sense of superiority that comes across in his writing that really gets my goat.

Fortunately, not all attorneys are like Mr. Dunn. All of the attorneys that I’ve trained in IRS collections representation over the past few years have actually been a pleasure to work with — every single one of them. I’m not trying to toot my own horn, but the fact that so many attorneys have come to somebody like me to obtain tax resolution training is a testament to the fact that the financial and tax procedure aspects of tax resolution are significantly outside the normal realm of “litigation” as to require specialized training. Even NTPI and ASTPS workshops have plenty of attorneys in attendance.

IRS collections representation is extremely multi-disciplinary. It seldom requires interpretation of law, almost always requires financial analysis, and always requires good communication and negotiation skills. All practitioners, … Continue reading