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More on your Budget day messages

24th Mar 2010
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An accountant once said to me “My clients want tax tables from me as much as I want oil viscocity tables from my car mechanic! They just want me to sort things for them in the same way that I want my mechanic to sort my car for me.” So my strong preference on Budget day is to do things differently to the rest of the profession – since that way you stand out, get noticed, get talked about, and get results

So here are two ideas I have seen work well…

TECHNOLOGY - Reading based K&H do a live minute by minute commentary on Twitter as the Chancellor speaks, and follow that up with a 6 minute audio commentary on the Budget which the tax partner records overnight. All of their clients and contacts are then emailed with details of how to access both (I received my invite about 5 minutes ago). NB: There is more on this in a previous blog post by me)

PRESS RELEASES – Some firms send out press releases with their initial comments on the Budget within 2 hours of the Chancellor sitting down. But their press releases don’t contain anything technical. Instead they are topical soundbites that are deliberately designed to grab people’s attention.

And it really doesn’t matter if they are never published, because the real payback comes when they also post the press release direct to their bank contacts and prospects with a compliment slip saying something like “Just in case you miss this in the press, I thought you might be interested in our response to the Budget”. (Sending press releases to non-journalists in this way always gets you noticed – and I recommend it most strongly).

Crucially, those press releases always also contain an offer of a one to one tax minimisation review to help the reader “get to grips with the implications of the Budget and ensure that they do not pay a single penny more in tax than is absolutely necessary”. As a result this approach actually creates referrals and other sales leads, it engineers meetings with prospests, and it helps convert leads into clients.

FREE EXAMPLE - I will gladly send an example of this sort of press release, and guidance on what to do with it, to anybody who emails me on [email protected]

 

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