Preparing your taxes can be a joyous experience! (Stick with me here…)
When you pay your taxes, you get to relive all the great things you did all year. You get to share your life story — record the fact that you got married (finally!), bought a new house (hooray!) and had a baby (awesome!). What a year! Taxes are a recap — the story of your year!
Hold on…! I give up… I can’t maintain this charade. Preparing your taxes is not a joyous act of story-telling. It’s a hassle. But the folks who peddle Intuit’s TurboTax want you to think otherwise.
I borrowed all of this tax-filing-is-fun nonsense from a TurboTax television advertisement. I saw the ad while watching a football game over the holidays. I immediately turned to my wife and said, “That is the most inauthentic television ad I’ve ever seen.”
We talk a lot about authenticity at MarketVolt. When you market your business, share with the marketplace the authentic story of why you exist. Provide real, authentic value. Make promises to deliver value, and keep those promises. If you do all of this, you will grow your business. Don’t pretend to be something you aren’t.
A small disclaimer: I have nothing against Intuit. I have used the company’s products, and I think they are fine. I wrote this post because the story in this ad seems to have nothing to do with the story of why I — or others — buy tax preparation software.
Here’s the ad… (I’d be interested to know what you think about it. Please comment below.)