TAX PRACTICE MARKETING HANDBOOK
TABLE OF CONTENTS
CHAPTER 1: MARKETING PLANNING
Strategic Marketing Planning
Target Market
Mass Marketing and Targeted Advertising
Reach and Frequency
Designing Effective Ads and Copy
Trade Names
Bootstrap Marketing
Test Marketing
Market Research
Marketing Evaluation
Advertising Residual Effects
Tax Service SWOT Analysis - Example
Tax Service Marketing Plan Outline - Example
Monthly Marketing Plan – Example
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CHAPTER 2: CLIENTS
Client Service
Convenience (Appointments, Walk-ins, Drop-offs, Off-site)
Client Communication
Prior Client Letters & Postcards
VIP Gold Card
Client Brochures
Client Newsletter
Sample Client E-Newsletter
Client Presentation Folders
Telemarketing
Telephone Answering
Price Inquires
Business Cards
Client Referral Programs
Client Presentation Folders - Example
Business Card – Example
New Client Referral Card – Example
Thank You Letter – Referral Program
Prior Client Calling Sheet - Blank form
Greeting Card
Promotional Gifts
Client Surveys
Net Promoter Score
On-Hold Marketing Script - Example
Early Bird Special Postcard – Example
Non-returning Client Postcard – Example
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TAX PRACTICE MARKETING HANDBOOK
TABLE OF CONTENTS
Client Survey Questionnaire - Example
We’ve Moved Postcard - Example
VIP Gold Card - Examples
Gift Card – Example
Prior Client Reintroductory Offer – Example
Peoples’ Brochure - Example
The Income Tax School Brochure - Example
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CHAPTER 3: MASS MEDIA ADVERTISING
Network Television
Television Script - Examples
Radio
Media Buying
The Seven Deadly Sins of Advertising
Radio Scripts - Examples
Newspaper
Mass Mailing
Directory Advertising
Flyer Mailings
USPS Direct Mail
Outdoor Advertising
Mass-Transit Advertising
Internet Advertising
Pay-Per-Click
Why Have a Website
Search Engine Optimization
E-Business Trends for Tax Professionals
Post-It Note Ad - Example
USPS Every Day Direct Mail – Example
Flyer Mailing – Example
Billboard Signage – Example
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CHAPTER 4: TARGETED ADVERTISING
Segmenting Your Clients
Direct Mail
New Homeowner Letter - Example
Newlywed Letter- Example
Postcards
Graduate Gift Certificates
Tax Preparers
Cable TV
Radio
Newspaper
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TAX PRACTICE MARKETING HANDBOOK
TABLE OF CONTENTS
Magazines & Newsletters
Cinema Advertising
Telemarketing
800 Numbers
Internet Marketing
Direct Mail Postcard – Example
New Homeowner Postcard - Example
Newly Married Flyer - Example
Monthly Publication Ad – Examples
Weekly Newspaper Ad – Example
Fast Refund Postcard - Example
Branding Advertisement – Example
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CHAPTER 5: OTHER ADVERTISING
Grand Opening Events
Promotional Gifts
Open House Event
Open House Email Invitation - Examples
Open House Postcard Invitation – Example
Open House Pictures
Trade Show Exhibits
Tax Seminars
Business Cards
Coupons
Employee Group Tax Plans
Credit Union & Other Group Tax Plans
Other Group Tax Plan
Associate Referral Coupons
Associate Referral Coupon - Example
Associate Referral Letter - Example
Graduate Gift Certificates
Guarantee
Gift Certificate - Examples
Peoples’ Tent Card - Example
Grand Opening Newspaper Ad - Example
Grand Opening Invitation - Example
Peoples’ Grand Opening Photos
Grand Opening Flyers – Example
Trade Show Displays - Example
Tax Issues for Women Flyer - Example
Business Card - Examples
Group Tax Brochure - Example
Credit Union Discount - Example
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TAX PRACTICE MARKETING HANDBOOK
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Merchant Discount - Example
Anniversary Promotion - Example
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CHAPTER 6: PUBLIC RELATIONS
Your Public Image
Publicity
Press Releases
Media Contacts
Press Releases - Examples
Obtaining Media Coverage
Becoming an Author
Reprints of Articles
White Papers
Public Speaking
Business Cards & Stationary
Employee Sales Training & Tools
Handling Income Telephone Calls
Free Public Services
Senior Citizen Accommodations
Volunteer Community Service
Trade Association Activity
Networking
Referrals (Suppliers, Friends & Professionals)
Hosting an Open House
Memberships
The Top Ten Causes of Taxpayer Pain – Whitepaper Example
Networking Contact Letters - Examples
Open House Invitation - Example
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CHAPTER 7: TAX OFFICE SIGNAGE
Exterior Signs
Window Signs
Store Front Banners
Interior Signs & Displays
Mass-Transit Signage
Directional Signs & Billboards
Examples of Signage & Offices
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CHAPTER 8: PRICING
The Market
The Competition
Competitor’s Sign - Example
Pricing Philosophy
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TAX PRACTICE MARKETING HANDBOOK
TABLE OF CONTENTS
Client Screening
Price Inquiries
Payments and Gift Certificates to Clients/Fee Refund Policies
Standard Schedules of Charges
Telephone Phone Price Estimates & Pricing Worksheets
Practicing Pricing Returns
Computer Pricing
CHAPTER 9: MARKETING SERVICES
Advertising Agencies
Graphic Arts
Copywriting
Photography
Public Relations
Media Buying
TV & Radio Commercial Production
Reproduction
Printing
CHAPTER 10: REFERENCES
Marketing Tools and Resources
Marketing Information
Sales Leads & Mailing Lists
Glossary of Marketing Terms
Bonus Material:
Top 3 Strategies for Successful Tax Business Marketing
4 Game-changer Internet Marketing Lessons I Learned
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