Chauncey Hutter, Jr’s

Proven Success Formula

COACHING

Tax Business Development Strategy

MODULE 1

Success Key #1

Build Your Tax Business On A

Solid Foundation:

3 Legged Marketing Stool

MARKET – Who?

MESSAGE – Why?

MEDIA – How?

MARKET “The Who” is the MOST Important

Starving Crowd

Narrow Focus (riches in niches)

Affinity

Specialist (or perceived as one)

Target Multiple Markets

Examples

Occupation

Location (proximity to your office)

Basic Demographics (income, # in household, single or married)

Specific types of small businesses

Large employer in your area

Blue Collar / White Collar

MESSAGE

Why You … Why Your Tax Business?

Aren’t there already a ton of people preparing taxes for folks in your area?

What sets you apart?

Your Unique Selling Proposition (USP)

Why should a taxpayer (fitting the description of your target market) choose your tax

business over any and every other option available to them?

[Note: You CAN have multiple USP’s]

WHAT DOES YOUR TARGET MARKET WANT?

Can you guarantee it?

What if you are offering basically the SAME tax services

as your competition down the street? …

How can you describe what you’re offering

so it sounds different and unique?

Printer Example:

We use 100% real ink.

Tax Biz Example:

“The tax return will be filed correctly or we pay the penalties and interest on our mistake … Guaranteed!”

Same Tax Service … Described Differently [Would You Choose A or B?]

A) Acme Tax Service offers low prices and a fast turn-around service!

B) Acme Tax Service GUARANTEES The Lowest Tax Preparation Price Compared To Those “National Brand Name Companies,” Plus We Offer Our Special And Unique Promise To You:

Your Tax Return Prepared In 1 Day Or You Don’t Pay!

Multiple USPs for multiple different target markets “Blue Collar” target market USPs:

1 Day Refund Loan Checks

GUARANTEED Next Day Tax Preparation Services

Our Promise: “The tax return will be correct or we pay the penalties and interest on our mistake!”

“White Collar” target market USPs:

“Complete Peace Of Mind, IRS Protected” Accuracy Guarantee

“No-Client-Waits” Executive Tax Service Guarantee

“Special Procrastinator Discount Valid Until 6 p.m. April 14th”

Irresistible Offer

Well Matched to What Target Market WANTS

Differentiates Your From Other Tax Business Owners

Attention Grabber … Increases “Readership” Of Your Ad

The Best “BAIT” … Catches The Best Fish (the best profile of client for your tax biz)

“Discriminates” AGAINST Other Types of Taxpayers NOT A Good Fit For You [Special Report for Single Moms Frustrated By Men Taking Advantage of Them]

Example of Irresistible Offer

(Blue Collar, Low Income Market)

Fastest Tax Refund In Town (backed by guarantee)

Complete Worry-Free Accuracy Guarantee (audit protection)

Special Discounted Coupon (w/ deadline date)

Our Tax Biz T-Shirt (free promo for us)

Over $2,500 IN FREE Money (we compiled coupon booklet)

[very good discount coupons from local businesses]

This Tax Service Bundle Offer

Kicked Butt!

MEDIA How will you get to your target market with your marketing message?

Must Be …

REACHABLE

&

AFFORDABLE

How to View Your “Investment” with MEDIA

Response %

vs.

Dollars in the Bank

Making Money

vs.

Breakeven

Return On Investment (front end)

vs.

Breakeven (free clients)

vs.

Backend ROI (lifetime value of client)

Buying MEDIA 101

Direct Response

vs.

Broadcast

Testing Several Different Ads

vs.

“Spending All Your Marbles” in ONE ad

GOALS?

Riding a Winner!

Same message, run through different media

Similar media, increase frequency

Ask Your Clients (more TARGETED media)

MEDIA CHECK LIST (Not Meant To Be Exhaustive)

START WITH YOUR OWN CLIENT LIST

existing client sales letter (w/ referral slips)

existing client follow up sales letter (w/ more referral slips)

existing client reminder post card

thank you note and cash reward letter

yellow page ad (test in your area … this media still can work with right economics!)

direct-response website (not “brand-building” or brochure style) Search Engine Optimization (SEO) Pay Per Click (PPC) Banner Ads Internet Endorsement Email Marketing

banner, your business’ sign (other “attention getting drive by” ideas)

national coupon book (or magazine) vendors

local coupon book (or magazine) vendors

w-2 coupon inserts into company envelopes

newspaper inserts (daily paper)

news “rag” paper insert (weekly paper)

register tape coupons (grocery stores near our location)

new homeowner sales letter

new business owner sales letter

coupon fliers (target niches)

posters & flier coupons (high traffic locations)

newspaper classified ads

newspaper display ads (advertorial only)

press releases (newspaper, TV, radio)

TV ads

radio ads

bus ads

billboard ads

Media MATH

Example: Val - Pak Coupon vs. Direct Mail Sales Letter

Reach 10,000 homes

10,000 homes

Cost per .075 .49 postage; .31 printing; piece including misc. =

.80 TOTAL

Total exp. $750

$8,000

Unit sales 10

20 @$400

Total Sales $2,000

$8,000

Gross Profit

(@$200 each) $1,250

Breakeven

Your Turn …

Write Down As Much As You See Fit

and Email Chauncey:

#1

Your Target Market(s)

#2

Your Core Message (USP)

#3

Your Media & Why (Estimate Economics)

Email

ch@taxmarketing.com

In One Week Or Less

If Questions,

Email Chauncey

© RTBS Chauncey Hutter, Jr / All Rights Reserved