When people receive their tax returns, they often feel the urge to treat themselves to something or spend it on something they've been wanting or needing. Others may want to invest their return and watch it grow. Your ads need to be privy to these trends during this time, but it's equally important to be sensitive to the times.

The following are some advertising tips to help you connect with your audiences during this time of the year.

1. Offer a Discount

One way to attract people who've received their tax returns is to offer a discount during this season. If people know that they're getting a deal to help them make the most of their returns, they'll be more likely to buy from you. Some people may be eager to spend their returns on items they've wanted for some time, but a discount can sweeten the deal and drive them to make their buying decision without hesitation.

2. Have a Promotion Running

In addition to offering discounts, you can run a promotional campaign that markets your business during tax return season. Encourage people to buy certain products or services and send out coupon codes through email marketing campaigns. You can also push promotions via your social media pages and advertise them prominently on your website. The more people are aware of your promotional offers, the more people you'll attract who want to spend some of their returns.

3. Encourage People to Save Their Tax Return

Depending on your industry, you can encourage people to save their returns. For example, if your business is in financial services, you can educate prospective and existing clients on why and how they can save their returns. This can not only help show that you care about your audience's financial wellbeing, but it can also give you a chance to increase exposure by sharing content that details ways people can save. For example, you can write a blog post that lists top reasons for holding onto a tax return, which you can then share on your social media pages and through email campaigns. Ultimately, this may further help you attract more customers who are willing to spend their money on you over competitors who appear less altruistic.

4. Remove Guilt from Spending

You can also encourage people to buy your offerings by reducing or eliminating some guilt they might otherwise have about spending their returns. Try tapping into the mentality that people have been working hard, particularly after a tough year, and that they deserve to put their returns toward something they've been needing. People may have been keeping their eye on a particular item or service, and you can make them feel secure in purchasing it by getting them to think of it as a reward. If people feel that they deserve what you have to offer, they'll be more likely to buy it guilt-free. 

5. Don't Pressure Consumers

While there are ways to encourage people to spend their money during tax return season, you need to avoid pressuring consumers to make a purchase. If people get the sense that you're simply after their hard-earned money and taking advantage of them, they'll be quick to turn away from you. Through your marketing, you always need to focus on your customers’ benefits from buying from you. Make it clear what value you bring to your audiences, and avoid being too pushy with your ads, content, and call-to-action phrases.

6. Be Sensitive to Situations

Going along with avoiding pressuring people to spend their money, you need to practice sensitivity to certain situations that people may be facing. Not everyone can afford to look at tax returns as disposable, so it's essential to be aware of this as you develop promotions and content. In your messaging, you can further emphasize why your offerings are worth the purchase and illustrate the benefits you offer compared to competitors. Make sure that people know that their money won't be going to waste when spending with you. You can also thank your customers for their support, even if they're currently unable to afford your offerings.

Show empathy toward people who may not be able to spend their money during tax return season. In that case, this can reflect positively on your brand as they recall you favorably later when they're ready to buy.

Appeal to Your Customers During Tax Return Season with Effective Marketing

Taking all of these tips into account as you develop a marketing strategy can help your brand make the most of tax season. By advertising during tax return season with enticing offers and appropriate messaging, you can appeal to new and returning customers who are more likely to spend their returns on your brand. The key is knowing how to communicate with your audience during this time. Ensure that your audiences don't feel pressured to buy and exhibit sensitivity for those who may be struggling, which can go a long way in building trust.