Use Public Relations Media to Promote Your Tax Practice and Watch Your Business Grow

It’s more than just a press release. If you’ve read this newsletter for very long, you know I’m a big fan of direct mail. As one of the most effective and potentially profitable tools in your marketing toolbox, direct mail is a great tool. Today, I’d like to talk to you about another really effective compliment to direct mail… an effective public relations(PR) campaign.

Along with a comprehensive direct mail program, the right PR campaign can strenthen your direct mail for almost nothing. Let me tell you how.

It’s Not in the Newspaper

The editorial staff at a newspaper or large public media outlet generate a huge amount of editorial material themselves. They typically don’t go out looking for content. That’s what their in-house writing staff does. Other than doing a press release, don’t spend a bunch of time courting the big guys.

The Trade Press is Where it’s At

Whether in print or online, most publishers of trade journals are understaffed and rely heavily on outside contributors. Because they don’t have large staffs to produce their content, out of necessity, they rely on outside companies or individuals to provide much of what they publish. They’re picky though; they won’t accept just anything.

National Associations’ Local Affiliate Publications are a Great Place to Start

Now remember, you don’t want to write your article for other tax professionals. They aren’t going to be your next clients. You want to reach out to people who could be potential clients, those who pay for your services.

Let’s talk about photographers, for example. They own small businesses, they pay business taxes and they pay personal taxes. Sounds like they could be potential clients, doesn’t it?

The Professional Photographers of America is a national trade organization that serves this community. They have affiliate organizations all across the country. They all publish a newsletter several times a year. I’m sure there’s an affiliate organization in your area.

Just like every other small trade publication in the country, they are hungry for content to fill the pages that will make their newsletter more interesting for their members. Not only that, I’d be surprised if they wouldn’t be willing to put an ad for your tax practice in their publication too. It might cost you $50 or $100 to do it, depending on their circulation, but you’d be talking to people in your community who you know could use your service.

You could write articles about tax savings tips, how to prepare for the end of the year or what the difference between tax planning and tax filing are. Of course, you’ll want to make sure they know how to contact you so they can do business with you.

Do You Know of Any Other Businesses Who Publish Trade Journals or Newsletters?

Look up trade associations online and you’ll find thousands of them. Most national groups have local affiliates who will welcome your willingness to contribute. Let’s brainstorm for a minute and see if we can come up with a list of a half dozen or so potential places to start.

• Photographers Professional Organizations
• National Association of Convenience Stores
• National Gardening Associations
• Videographers Professional Groups
• National Bicycling Organizations
• Auto Dealer Press
• Beauticians Groups
• Local Chambers of Commerce

I searched Google for some of these groups and actually found they had organizations and produced information for their association members either on the Internet or in print.

I’m Not a Writer - Can I Really Do This?

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