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Intuit TurboTax Plays The Genius Card
By: Cindy Wendland
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Now that 2015 is over, it is time to start preparing your financials to file your tax return. You may have noticed that commercials have begun promoting tax return software. Intuit is spending a lot of money to promote its TurboTax software and doing it with a clever theme of geniuses.

About 40% of the U.S. population files either the 1040EZ or 1040A form. This version is free on TurboTax. If you use another form, have investments or rental property, or own a small business, you will probably use other forms for which Intuit charges a fee. So their commercial that you can file for free is 40% true. Regardless, they are making a point, and their target market may be 40% of the population, which is a significant amount.

Intuit is trying to show people how easy it is to file a return on their own — with the help of their software. Sometimes people just need reassurance that they can do something that seems difficult or overwhelming. If a genius tells you something about their area of expertise, most people would take the information as incontrovertible. Who could debate with the genius? Intuit provides this reassurance and credibility from various geniuses such as: Dr. Michio Kaku — Professor of Theoretical Physics, Dr. George Smoot — Nobel Laureate, and Dr. S. James Gates, Jr. — Theoretical Physicist.

The commercials are light-hearted and make a clear point. The genius tells you how easy it is to do your taxes on your own with the help of TurboTax. Point made. Point taken. Great marketing campaign.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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