Segmenting Your Tax Clients for Better Marketing

Hopefully, you've taken the time to take a close look at the REAL demographic data within your client list. Unlike many businesses, you have a wealth of this sort of data on your clients, simply because of the nature of what you do.

So what do you do with it?

Last week, I said "profit", and it's been pointed out to me (rightly) that this was, oh ... a little vague:).

So, let me expand on this with a few ideas for you:

1) Create a demographically-targeted mail SEQUENCE, clearly-identified as "for" the particular demographic group which already represents your most-profitable client-type. This may seem like a "duh" concept, but I'm continually amazed by the lack of segmentation and the lack of a specific flag for the recipient to think: this mailer is for me! You can simply use a headline: "Attention: Day-Care Business Owners -- You May Be Losing Thousands of Dollars in Revenue Due To Using The Wrong Business Entity!" or "Attention: Dentists -- Our 17 Dentist Clients Don't Want You To Know Their Tax-Planning 'Secret Sauce' (But You Don't Have To Tell Them We Told You!)", or some such.

Do you see how this is different from a traditional, "business-card-style" mailer? Those aren't even worth the paper they're printed on, so there's a reason why they haven't worked for you in the past.

2) I mentioned "sequence" above: Do not just send "one" mailer! Think about how often you respond when you receive a "cold" letter from someone you don't know ... and try to get past the sense that of course they'll be falling all over themselves to call me! This is why it's such a good idea to have an effective social media presence plus a system to build relationships over time with your prospects.

But to the task immediately at hand: you can simply re-purpose your first piece, and add "Second Notice" to the top, and get your prospects to take action.

3) Have a deadline and a clear call-to-action. Don't just assume that your prospect will respond, unless you give them a REASON to do so -- with teeth. Whether that's a limitation on initial evaluations, or a date after which they don't get a bonus ... give them a good reason to say "maybe".

I hope this helps. I'll be in closer touch again next week.

To You and Your Family's Peace of Mind!

 

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