Tag Archives: digital marketing

IRS Marketing

How do you take something that the IRS has said and turn that into a marketing opportunity?

Well, last week Nina Olson, who’s the National Taxpayer Advocate at IRS, came out and stated that the real audit rate in the United States is 6.2%, not 7/10 of 1%. Just to put that in perspective, 7/10 of 1% equates to just over a million audits, and 6.2% equates to nearly 7 million audits. So who’s right? Who’s wrong?

How do you turn that into a marketing opportunity? Here is what the IRS is doing. Their headcount has been decimated over the last 3 or 4 years. It’s down by 23%. So more and more, the IRS is relying on technology, and their computers are generating automatic notices. 70% of the time they’re incorrect. But here’s what the deal is, the IRS knows that there are much less protection rights for taxpayers when they send out these under reporting notices or these math error notices. There are no appeal rights with those. Not like in a real audit where you can appeal it. So your clients are getting all these notices to the tune of 7 or 8 million notices a year that the IRS doesn’t consider an audit. But to you and to your client, if they’re questioning an item on their return, that’s an audit.

So when you’re talking to your client about your Audit Protection Plan, it’s important to let them know that you’re handling all of these notices, not just audits. It’s very, very important. And the IRS is going to be sending more and more and more of these out as years go by, especially with the new Tax Reform Bill that was just signed and that’s effective in 2018. So take that information. Use it in handling objections. Use it as a marketing strategy that the IRS is sending out all these notices, which in fact is very, very true. You have to defend and resolve them. Your time is valuable. You’re either going to charge the client on an hourly basis or with one low annual fee in your Audit Protection Plan, which takes care of responding to all of these notices.

Until next time,

michael rozbruch tax and business solutions academy

 

Should You Be Using Yelp?

Should you be using Yelp to market your tax practice?

The answer to that is an unequivocal yes because they have a free version and an advertising paid version, very similar to what Facebook is. Facebook as you know, allows you to set up a Facebook account and also advertise. But Yelp itself was started in 2004 as a restaurant review site. People would check Yelp reviews if they were going to their favorite restaurant.  So it started like 14 years ago. But since then, it has dramatically improved their platform and their search results.  Right now there are 70 million people searching and going to Yelp and they’re looking at your tax business before they make a decision.  So whether you have an exclusive tax resolution stand-alone practice, or you have a traditional CPA tax practice that does tax resolution, you should definitely be on Yelp.

And here’s how it works. You need to ask your clients, your customers to post reviews on Yelp. Because as you post more reviews on Yelp you will come up on the first page of search results. When someone is searching for your company, Google and Yahoo automatically put people’s Yelp profiles on the search results. So you want to get your clients to give you positive reviews on Yelp so that you can come up in the search results organically without paying to be on the first page of search results.    

Also, I’m going to give you some tips to get started on Yelp. The first thing you want to do is go to Yelp and claim your business.  

The second thing you want to do is add photos into your profile.  And you want to add as much copy and text into your profile as possible. There’s a lot of real estate there where you can use a lot of direct response keywords and phrases for your tax resolution business.  And the photos can be of your conference room, of your reception area, of your employees, of some Offer in Compromise acceptance letters, images of those would be great to use in Yelp.

Watch the video now to find out the third thing you should do to get started on Yelp.

Until next time,

michael rozbruch tax and business solutions academy

 

Tax Resolution Marketing Toolbox

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When I teach tax resolution marketing to my Inner Circle Group Coaching Members and folks who buy my done-for-you tax resolution business coaching products, I talk about the need to have a marketing toolbox.

Your marketing toolbox MUST INCLUDE brochures and newsletters that are devoted to tax resolution education and information.

Lorrie Thomas Ross (one of my academy instructors) spoke at the Orlando conference last January and shared a concept to help tax resolution practioners understand the right way to think about and approach marketing: think markEDing® (marketing + education).

Your target audience is craving help – from the moment they search for you and throughout the time from free consultation and during the entire tax resolution process, you need to be educating them.

It is your job to help your audience understand that they are making the right decision in hiring you.

Is your marketing toolbox ready?  My Tax Domination System & Toolkit is a “business-in-a box” system that gives you marketing and sales strategies to help you grow and thrive and the best part………

Most Of The Work Is Done For You! The Tax Domination System & Toolkit Package Set (that includes volumes One & Two) has nearly 1,000 pages including marketing templates for direct mail, brochures, media kits and press releases! Click here to learn more.

Until next time,
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Tax Resolution Email Marketing Tips

There’s no doubt that email marketing can be a profitable tactic as part of your tax resolution marketing strategy, but it also runs the highest risk. The moment you hit “send,” you’ve given your readers the power; the power to delete the email or ignore it forever, the power to label it as “spam” or toss it into the junk mail folder, and the power to unsubscribe from your email list for good.

But they also have the power to read it, enjoy it, and instantly forward it along to their friends and family members. On top of that, they’ve got the power to take immediate action, no matter where they are. Perhaps that’s why email marketing is estimated to have the highest ROI of any digital marketing strategy.

That being said, here are a few tips to ensure your tax resolution email marketing efforts are maximized:

1. It all starts with the subject line. The subject line IS your Big Headline. After all, the subject line is the first thing they’ll see—and, according to a study done by Chadwick Martin Bailey, a marketing research firm, nearly 64% of people admit that the subject line determines the fate of the email. Increase your read rates by improving your subject line. Special offers, alerts, and updates work best (I would not use words like “free” or “limited time” as the recipient’s email server may recognize these as spam and your message may never get delivered), but creative attention-getting headlines can work wonders as well.

2. Get personal. Think about it; when you weed through your inbox each morning, what emails are you more likely to open? The messages from your friends and co-workers? Or the advertising emails that were obviously mass produced? Personalizing your email messages for your readers is a surefire way to increase your response rate.

3. Consistency and variety go hand in hand. Marketing emails should be sent on weekly or monthly basis (I’ve discovered that monthly works best as a way to always have your name in front of them)—this is just enough to stay at the top of their minds, but not often enough to irritate them. However, when it comes to your email marketing campaign, variety is key. Your message should provide something beneficial like informational or educational content for your readers each and every time—but don’t forget to keep it interesting!

Below is a helpful infographic that you can save to your personal computer so you have my Tax Resolution Email Marketing Tips in a visual form.

Tax Resolution Email Marketing Tips

It’s Not What You say, but How You Say It

My wife Roslyn was at a restaurant recently, and sitting at the table next to her were two couples. One man commented to the other and said how great his secretary was. The wife of the man talking cut him off and said, “How good could she be? All she does is answer the phones—anyone can pick up a phone and say ‘Hello.’” She wanted to lean over and tell her to stop being so mean to her husband, and to also say that nothing could be further from the truth.

One of my “Roz-isms” that I always say is, “It’s not what you say, but how you say it.” Meaning how you respond to someone— the words you choose to use—makes a big difference on how someone will react to you. This holds especially true for whoever answers the phones for your business.

The person answering your phones is the first interaction someone has with your company, and that person is representing you. What your receptionist says and how he/she says it will make a difference if a potential client wants to make an appointment with you. When I had my tax resolution business, I had three receptionists at the front desk. I never wanted an incoming call to go to voicemail, but more important, I provided a script (which is included in my Tax Domination System & Toolkit) for how the receptionist would talk to the person calling.

Think about it—when you call someone who provides a service, don’t you feel a certain way—happy, annoyed, or worse, angry—depending on how that person talked to you? To test out my theory, have someone you know call in as a “secret shopper” and let you know how they were treated. It’s that important to know your phones are being answered properly.

Secure Appointments With IRS Problem Clients

tax-resolution-business-podcast (1)It’s one thing to get an IRS case lead.  It’s another to convert that lead into an appointment – it’s a WHOLE other thing to actually get that IRS problem client to SHOW UP for the appointment (via call or in person). Once I discovered how to do this, I increased my close ratio by 5x.

I adopted what high end restaurants and day spas call “the reservation system”. When someone was very interested in our tax resolution services, we’d ask them to secure their appointment with a credit card. If they use their credit card, they are more inclined to show up to the appointment. It’s a deeper commitment.  After implementing this strategy, clients were 5x more likely to show up. If they didn’t want to use their card to secure an appointment, we would pencil them in and inform them that if there was someone else who wanted an appointment at the same time with a credit card they are subject to be bumped to another time. That would make them want to give us their credit card even more to secure an appointment.

We are not in the business of charging cards for the love of it. In 16 years of representing clients to the IRS I can count on my hand the amount of times that we had to charge the consultation fee for no-shows.

Check out episode 1 of The Tax Resolution Business podcast. You can find this and more on Itunes http://apple.co/1FZHrCE