TaxCoach Briefs:    November 6, 2008 — Extra!

Volume 3, Number 44½

• Marketing Minute: Post-Election Marketing, Part Deux
• Updated Tool: Outlook Letter, Epilogue

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MARKETING MINUTE (KAV)
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POST-ELECTION MARKETING, PART DEUX

Wow. Ed and I were stunned to see a record number of members sign onto TaxCoach yesterday, after we released our slate of new post-election tools first thing in the morning. The Briefs were a day early, but this is a historic occasion, and a historic opportunity to use the news in your marketing, since potential tax increases will be on your clients' minds. Click here for yesterday's Briefs if you missed them.

During the day yesterday, over one fourth of all TaxCoach members nationwide signed onto the system, more than doubling the previous single-day record! Today is already shaping up to finish a strong second. And we've gotten a barrage of positive feedback, too, for which we thank you as always. (If you haven't signed on yet to take a look, what are you waiting for? Check Buzz Rose's testimonial from yesterday if you need motivation.)

Well, even as we contemplate the watershed nature of Obama's victory — culturally, economically, geo-politically — evidence is accumulating that Americans really do fear their taxes will be going up.

Ed called me from I-70 (he's off to St. Louis for the InfoSummit) with this interesting factoid from NPR (National Public Radio): exit polling data from November 4 shows that 70% of voters expected Barack Obama to raise their taxes . . . yet in his actual plan only 4% of voters will be affected. For that matter, 61% said they expected their taxes would have to go up, even if John McCain were elected!

And how about that 4%? Some of the highest earners are scrambling to prepare for tax hikes. For example, NPR also reported yesterday that sports agents as a whole are avidly trying to get their clients' contracts finalized and signing bonuses collected . . . in 2008.

So, say what you will about the global and societal implications of the election — what this means to us as tax professionals, no matter our stripe, is that our clients are indeed nervous. And that means several things for us:

1. We are in a better position to help them, especially our best clients, than the vast majority of our competition.
2. The anxiety over Obama's plans may serve to drive even those who might not be affected into our offices, for some proper tax planning that we know they've needed anyway.
3. Both of the above mean we can leverage our proactivity around the election results into a competitive advantage for our businesses.

So take it to them — and show them why you're the go-to professional with the service that leaves your competition in the dust.

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UPDATED CONTENT (KAV)
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OUTLOOK LETTER, EPILOGUE

OK, now, the actual purpose of this update — other than making sure you get something from us on a Thursday, should you be conditioned to expect it! — is to confirm that the revised Outlook Letter definitely is available as promised. And it's a good thing we didn't promise it any earlier than the end of the day yesterday, because we applied some sweeping changes to the text elements, to work in the President-elect's proposals, in addition to the standard rate adjustments and law changes that were already expected.

Reprising yesterday's discussion:

You'll find the updated letter on the Reports screen, once you've added or selected a client in the TaxCoach system. The Outlook Letter is the third orange button on the right. The contents of each letter depend on the module selections made for that particular client, just like with the Tax Plan Report and Plan Summary. This lets you highlight the proposals that affect your clients, without the "chaff" that doesn't.

The Outlook Letter is generated as a .DOC file, so you can either print it from TaxCoach or save it to your computer and edit it in your word processor. As it stands, though, it's ready to print directly on your letterhead and mail, giving your clients another key reminder of the proactive service they get from a trusted advisor like you.

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We're happy to answer your questions on TaxCoach content, features, or marketing. While we give first priority to our All-Star and Hall of Fame members, we work to answer all questions. For best response, email support@taxcoachsoftware.com. If we think the answer will be useful to all of our members, we'll publish it (anonymously) here in the 'Member Q & A' section of TaxCoach Briefs.

Regards,

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