TaxCoach Briefs:    April 30, 2009

Volume 4, Number 20

• Marketing Minute: 2009 TAMMY Awards: Round Drei
• Marketing Moment: Stimulus That Works
• Member Event: 2009 Roundtables: Advanced Reviews
• Member Event: Take Me Out to the Ball Game

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MARKETING MINUTE (EAL)
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2009 TAMMY AWARDS: ROUND DREI

Best Performance: Brochure/Flyer

Keith and I were pleased to notify Steve Schuneman of Las Vegas in person that he was a TAMMY award winner, at last week's Orange County Roundtable. In fact, we dissected his entry pretty thoroughly during the "Marketing Clinic" discussion! Click here to see how he used tax planning as the basis for an attractive rack card.

Here's a summary of the group's take:

• We all liked the headline: "Tax Preparation is Not Tax Planning." However, we would have liked to have seen more emphasis on the key word in that headline: "Not."

• We liked how the stock photos on the front and back of the card make it look more professional. However, we recommended Steve find photos of people who look more like his target market of business owners.

• We liked how he asked a series of "wedge questions" designed to make the reader realize they don't know the answers and therefore need Steve's tax-planning services.

• We liked how the piece spoke directly to the reader, with liberal use of the word "you" rather than vague references to "clients" or "taxpayers."

Congratulations, Steve! This concludes our first-ever Tax and Accounting Marketing Awards presentation, so thanks to all who entered. However, we'll be dissecting each of the TAMMY Award winners at the remaining five TaxCoach Roundtables -- not to mention any marketing copy that you or others bring to distribute & discuss at the event. Be sure to attend one to see how to turbocharge your marketing, TAMMY-style!

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MARKETING MOMENT (EAL)
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STIMULUS THAT WORKS

Keith and I are always talking about using the day's news in your marketing as way to join the conversation your prospect is already having -- rather than starting a new one about your services.

So I was amused and a bit impressed last night, driving home from a client meeting, to pass an "adult" video store with the following sign out front:

"Stimulus That Works!"

I realize this sort of "in-your-face" approach might offend some. (Of course, nobody who would be offended by the billboard would set foot in the store in the first place.) But the name of the game in marketing is capturing your prospects' attention, and this example certainly succeeds in that regard.

Keith and I asked ourselves if presenting this "Marketing Moment" might offend you. We chose to post it despite that risk in the hope that reinforcing our lesson from such an unexpected advertiser might stimulate your creativity!

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MEMBER EVENT (EAL)
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2009 ROUNDTABLES: ADVANCED REVIEWS

Last week Keith and I hosted the first 2009 TaxCoach Roundtable, at the gorgeous Coto de Caza Golf & Racquet Club in Orange County, CA. We could look out our conference room window at the gorgeous houses overlooking the canyons and fairways, and watch the equity in them slowly tumble down the hills. But that was only an occasional distraction, and the event wound up being our most productive yet.

We knew the first "Basic" day would be a success since we'd hosted it six times previously. We weren't sure how the second day would be received, as this was our first time out. We surveyed last year's participants to choose the topics, so we knew what you wanted to cover. But would our presentation fit the bill?

Here are some of the first reviews from the "Advanced" session :

Pricing Clinic

"My eyes are open now! Excellent input from the group."
Justin T. Irving, La Mesa CA

"Good information. Always good to be hearing 'charge more.' Also good to hear additional ideas for other areas to charge for."
Joseph Conrad, Seattle, WA

"Very helpful and insightful -- gave me the confidence to raise my fees."
Dominique Molina, San Diego CA

"Good stuff -- interesting variety of 'methods.'"
Steve Schuneman, Las Vegas NV

Real World Planning Strategies to Attract Clients

"Great! Definitely make a part of future Roundtables."
John Power, Bismarck ND

"Very good. Wish we could have covered more."
Blake Phillips, Tucson AZ

"Needed a little more time. This one could go all day!"
Steve Schuneman, Las Vegas NV

Marketing Clinic

"Powerful!"
Justin T. Irving, La Mesa CA

"Awesome info."
Joseph Conrad, Seattle WA

"Lots of good points and food for thought on layout, web ideas, etc."
John Power, Bismarck ND

TaxCoach Roundtables are intensive full-day sessions in hands-on, small-group settings -- hosted at private business clubs, not convention hotels -- dedicated to exploring TaxCoach’s unique combination of tax-planning and business development tools.

There are no outside speakers. No outside sales pitches. Just Keith and I, walking you step-by-step through getting the most from your TaxCoach membership.

For 2009, we’ve picked six convenient locations across the country and six dates from April through October. And this year, each venue offers two sessions:

• On Thursdays, we’ll host Basic Roundtables for new users. This is a reprise of last year’s agenda in case you missed it, you want a refresher, or you want to send an associate. (We're especially pleased to see that over 70% of last year's attendees who have already registered for this year's event are choosing to repeat the Basic presentation. They've all cited the networking and masterminding, as well as the value of the material, to justify the repeat.)

• On Fridays, we’ll host Advanced Roundtables for more experienced users. We suggest you attend the Basic session before joining the Advanced session, but it's not required.

Come to one or come to both and put your tax-planning practice on steroids! Click here for complete details, including daily agendas, and a registration form. (All-Stars and Hall of Famers, see the Roundtables link on the left (blue) side of the All-Stars page to register for free.)

Space is limited, so reserve your seat now. And we mean it! (The Chicago event is just two weeks away and filling up!) Just choose which remaining session best meets your needs:

Click here to register. (All-Stars and Hall of Famers, see the Roundtables link in the blue on the All-Stars page to register for free.) Keith and I look forward to meeting you at a Roundtable in 2009!

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MEMBER EVENT (EAL)
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TAKE ME OUT TO THE BALL GAME

Thursday, May 21, Keith and I will be leaving the office early for our first "Take Me Out to the Ball game" event of the season. Our beloved Cincinnati Reds will take on the Philadelphia Phillies at Great American Park. It's a Business Day Special, with the first pitch at 12:35 PM. And you're invited to join us!

The Reds finished April above .500 (always a plus!), currently 11-10 on the season. That's a good enough start to keep them standing in second place in the NL Central division.

Why don't you join us! If you'll be in or anywhere near Cincinnati, call Catherine at 513/321-2820 or email support@taxcoachsoftware.com by Friday, May 15, to guarantee a seat. We'll look forward to seeing you at the ball game!

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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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