A tax resolution firm is running a radio ad featuring one of their satisfied clients. He says he hadn’t filed a return since 1990 and the IRS had finally caught up with him and demanded $68,000 in back taxes.
I don’t know how he could ONLY owe $68,000 after 25 years, but that’s his story. He couldn’t pay it and didn’t know what to do.
Enter the tax firm.
They did what they do, and helped him eliminate most of his indebtedness.
Here’s the problem.
As he tells his story, he laughs gleefully at his good fortune. Twice. Like he got away with something. His story, and especially his attitude, suggest to listeners that we’re all suckers for paying our taxes.
I can imagine prospective customers listening to this spot and intentionally calling another firm because it looks like this firm isn’t helping good people who fell on hard times, it’s helping irresponsible people get away with irresponsible behavior.
That’s the sub-text.
They could have conveyed the message that they know what they’re doing and can help you with IRS problems, without the negative sub-text, had they portrayed the client as “relieved” and “thankful” instead of flippant and irresponsible.
They shouldn’t have mentioned 25 years of unfiled returns, just that he’d fallen behind and couldn’t pay $68,000 the IRS said he owed. And they shouldn’t have had him laugh. Twice.
Obviously, the ad is working because the firm keeps running it. But how much better might it work if they made the client more sympathetic?
