Marketing Toolkit

Tax Practitioner's Toolkit: Communicate Your Value

How can CPAs deepen relationships with current clients and build new ones in the midst of increased competition and potential consumer confusion over the IRS registered preparer designation? Answer: You need to set your firm apart from other tax preparers and project a clear, consistent message about your unique qualifications and the value you provide current and prospective clients. The Tax Practitioner’s Toolkit offers many resources to help you do just that – positioning you as the premier providers of tax services – while saving you money and time in the process.




Sole Practitioners & Small Firms	Medium Firm	Large Firm
Find ready-to-use materials to remind clients and referral sources to come to you for expert, year-round tax planning services. You'll find a checklist to get you started.	Develop a comprehensive program to effectively communicate the value of your tax services. Use the checklist to get started, or just download materials to complement current efforts.	Does your staff fully understand the value of your firm and communicate it clearly to clients? These education tools will help. And your marketing department can easily fit the promotional materials into their program.



Toolkit Resources

Preparing You (and Staff) to Understand and Articulate the Value of Your Tax Services It starts with the people you work with, ensuring they understand the value of your firm and the importance of reinforcing it in every letter, email and conversation with each client. These resources will arm you with the know-how to grasp the current business environment and plan for the future of your tax practice.
	Implementation Checklist (by practice size) Implement these six steps to help build a program that effectively differentiates your firm from other tax preparers. Small Firm Medium Firm Large Firm CPA: The Value of Articulating Your Value Webinar Find out practical tips and insights from two tax practitioners on the importance of communicating your value to clients. Client Satisfaction Survey Gauge how you are doing from clients and identify areas for improvement so you retain the clients you have worked so hard to attract. Client Satisfaction Survey Cover Letter Write a letter to accompany your client satisfaction survey using this sample. CPAs as the Premier Tax Providers Video and Talking Points by Barry Melancon, AICPA president and CEO Hear Barry's thoughts on how to respond to questions from current and potential clients. The Total Tax Insights™ Backgrounder Learn more about this unique tool offered by the CPA profession that gives taxpayers a clearer picture of the number and types of taxes they pay and the estimated amounts based on residence. Share these informative slides with your staff so they have a good understanding of the differences in qualifications. Overcoming Objections to Hiring a CPA Be ready to tell prospective clients why they should choose you over another tax preparer with these talking points. FAQs about the Preparer Registration Program* CPAs vs Unlicensed Tax Preparers Presentation* * Item is currently unavailable pending the outcome of the District Court case (Loving v. Internal Revenue Service) that imposed an injunction on the IRS' preparer registration program. It will be restored and updated as necessary once the case is resolved.


Engaging with Clients to Stay Top of Mind In this volatile marketplace where clients are more demanding than ever, it is not just about winning their business that’s essential to building a successful tax practice. It’s also about retaining clients who seek the type of value you can create for them. These customizable materials for clients, prospective clients and referral sources highlight tax topics and show the value of your tax services.
	CPA Value and Tax Blurbs for Your Website or Client Newsletter: Choose from a variety of messages that showcase your expertise and value 2013 Tax Law Snapshot Brochure This full-color brochure highlights key provisions that affect individual and small business taxpayers on 2012 returns. Consider going through it with clients, distributing it along with your annual engagement letter, or placing printed copies in your reception area. 2013 Tax Law Presentation: Breaking Down the Fiscal Cliff This comprehensive PowerPoint describes the American Taxpayer Relief Act and its implications for individual and business taxpayers. Perfect for civic or business group meetings. (Please note: This presentation has been designed and the images licensed for this PowerPoint presentation only. The copy may be modified; however, the images may not be used in other materials.) Customize and send these letters to educate your clients about key changes n the new tax law Client Letter to Individual – New Tax Law Summary Client Letter to Small Business – New Tax Law Summary Taxes and the Big Picture One-Pager Help your clients get a clearer picture of all the taxes they pay throughout the year with this Total Tax Insights calculator one-pager – a great financial planning discussion starter. Making Your Voice Heard, Tax Season and Beyond This helpful guide describes each of these resources with tips on how to use them all year long. (Please note: This brochure has been designed and the images licensed for print usage only. Copy or image usage outside of the specified use is not permitted.) Preparing for Life's Important Moments Brochure Offer this brochure to prospective clients who want to learn more about the services of a CPA and why they should choose your firm. Preparing for Life's Most Important Moments Presentation Provide prospective clients with an overview of your value as a CPA and what distinguishes you from other tax preparers. (Note: This presentation has been designed and the images licensed for this PowerPoint presentation only. The copy may be modified; however, the images may not be used in other materials.)



Promoting Your Firm to Attract New Clients Attracting new clients takes time. Here are some affordable ways to help you get your message out consistently over time. All of these materials can be tailored for your specific audiences and areas of expertise.
	A Clear View of Your Taxes Can Give Your Insights Into Your Financial Picture Presentation Use for in-house meetings with employees or outside organizations to showcase the Total Tax Insights calculator's benefits. (Note: This presentation has been designed and the images licensed for this PowerPoint presentation only. The copy may be modified; however, the images may not be used in other materials.) Making Your Voice Heard, Tax Season and Beyond This helpful guide describes each of these resources with tips on how to use them. Print Advertisements Gain valuable exposure by placing an ad in a local magazine, newspaper, or school or chamber event program. You'll find a selection of ads focused on the individual tax client and small business owner. 2013 Tax Snapshot Brochure This brochure provides an overview of key tax law provisions that affect individual and small business taxpayers. Consider going through it with clients, distributing it along with your annual engagement letter, or placing printed copies in your reception area. Tweets (Total Tax Insights Calculator, Holiday-themed and General) Reinforce your value as a CPA with these tweets that can be customized with your firm name and url. Google AdWords (Pay Per Click Advertising) Let consumers find you as they search on Google for the tax services your firm provides. Media Advisory Template Start building relationships with local reporters by introducing yourself using this template of possible tax topics that can be tailored to your area(s) of expertise. Total Tax Insights Calculator Logos and Descriptor Promote the Total Tax Insights calculator on your firm's website or in your client newsletter with a logo and descriptor copy. The Tax Practitioner's Toolkit is the collaborative effort of PCPS, the Tax Division and AICPA Communications who are working together on behalf of our members to develop tools, resources and promotional materials that position CPAs as the premier providers of tax services.