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 who provides the best tax services? 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.
	Toolkit Implementation Checklist (by practice size) Implement these six steps using this Toolkit and other resources 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. 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. Overcoming Objections to Hiring a CPA Don't lose a viable prospect because you didn't have the answer to a question - review and customize these talking points to address issues like billing and cost. Note: The CPA vs. Unlicensed Preparers presentation and FAQs about the preparer registration program were removed pending the outcome of the District Court case (Loving v. Internal Revenue Service) that imposed an injunction on the IRS' preparer registration program.


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 New! Tax Planning Brochure for 2013. A great way to encourage your clients to contact you now to minimize taxes in 2014. *Top 10 Reasons to Start Tax Planning (Individuals): Overview of key tax law changes such as the 3.8% investment tax and other issues they may not have considered. Top 10 Reasons to Start Tax Planning (Small Business): Highlights major tax issues that clients need to be aware of and speak to their CPA about. Brochure on CPA Services and How You Can Help Clients Prepare for Life's Important Moments* Offer this brochure to prospective clients who want to learn more about the services of a CPA and why they should choose your firm. Presentation on Your Value as a CPA and How You Can Help Clients Prepare for Life's Most Important Moments Provide prospective clients with an overview of what distinguishes you from other tax preparers. (Please note: This presentation has been designed and the images licensed for this presentation only. The copy may be modified; however, the images may not be used in other materials.) 2013 Tax Law Snapshot Brochure This full-color brochure highlights key provisions that affect individual and small business taxpayers on 2012 returns. Meeting clients on extended returns? Consider going through it with them or placing printed copies in your reception area. One-Pager for Clients: Taxes and the Big Picture 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. How-to Guide: The Nuts and Bolts of Making Your Voice Heard with Clients 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.)



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.
	New! Tax Planning Brochure for 2013. A great way to showcase your value as a year-round tax adviser. Send to prospective clients to encourage them to start planning now for 2014. *Top 10 Reasons to Start Tax Planning* Now (Individuals): Overview of key tax law changes such as the 3.8% investment tax and other issues they may not have considered. Top 10 Reasons to Start Tax Planning Now (Small Business): Highlights tax issues that owners need to be plan for with their CPA. Presentation: A Clear View of Your Taxes Can Give Insights Into Your Financial Picture 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 presentation only. The copy may be modified; however, the images may not be used in other materials.) How-to Guide: The Nuts and Bolts of Making Your Voice Heard with Clients and Prospects 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 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.