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 TABLE OF CONTENTS   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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