Tax season is not a myth. The incredible hours that are spent on average at the office from January through mid-April are not to be ignored nor taken lightly. There is a significant impact on morale when staff and partners find themselves working overtime including evenings, Saturdays and sometimes Sundays as well.

So when marketing professionals ask their firm's partners to spend time on practice development initiatives during the first quarter, they often meet with opposition.

Yet, establishing a marketing presence from January to April is of critical importance. When partners ask, “Why get involved in pro-active marketing during tax season when no one else does?” the answer may be, “That makes it the perfect time for us to do so!”

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