Accountants are a little new to marketing, while publishing has much more experience. But we both have learned the same basic lesson. The most effective marketing is that which is very targeted. Rather than using a shotgun approach, you only go after those individuals and businesses that really need the service or product that you offer.

Besides generally being much cheaper, you get much better results. The difficulty is in identifying exactly whom you should target. Some states give help in identifying certain areas regarding tax services.

In a recent article in The Wall Street Journal, it was reported that 12 states have published the names on their Web site of those who are "tax deadbeats."

These are delinquent taxpayers that normally have exhausted their administrative appeals and the state has already tried to collect the overdue taxes by putting a lien on their assets. It should be pointed out that before the name of such tax delinquents are published on the Internet, the state usually sends out a letter warning that if the overdue taxes are not paid, the taxpayer's name will be so published.

There you have it. If your state has such a list, you are now ready to begin your marketing campaign as you have that all-important list of those who really need your services and help. Just one piece of advice: If you get any of these tax deadbeats as clients, you might want to be paid upfront.

By the way, did you pay for your renewal of your Practical Accountant subscription yet? If not, please make sure to do so and that we have the right spelling of your name.

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