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Can you tell what this is?

Sugar, unbleached enriched flour (wheat flour, niacin, reduced iron, thiamine mononitrate, riboflavin, folic acid), palm oil, cocoa (processed with alkali), high fructose corn syrup, leavening (baking soda and/or calcium phosphate), salt, soy lecithin, chocolate, artificial flavor.

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Would you pay $4.25 for two sleeves of them?

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If you’ve ever bought Oreos, then yes. :)

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Most regular buyers cannot reverse engineer their way from the ingredient list, to the product, to what the product does.

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Oreos, satisfy your sweet tooth craving.

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Regular buyers also face the following ingredient list:

Document review, secure file exchange folder, calls, projections, calculations, planning, strategy, preparation, state return, estimates, portal, filing, emails, correspondence.

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Most regular buyers cannot reverse engineer their way from the ingredient list, to the product, to what the product does.

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What it is:

Gold-level tax prep and filing

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What it does:

Get taxes off your mind, so you can do something fun with your weekend.

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Next time you’re in the cookie aisle, stand before the Oreos and imagine the casing with only the ingredients listed. No Oreo, no glass of milk. No dunk. No quench.

Just an ingredient list.

In black and white.

Flour, sugar, niacin, palm oil, leavening.

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Now imagine your client.

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Now imagine the list of a la carte ingredients you sell.

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Now you can imagine what your client might be experiencing.

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For some, a milk-dunked Oreo is a heavenly experience. 

 

For some, painless, seamless tax prep is a heavenly experience. 

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Sell, what it does.

 

Sell, the experience. 

 

Not, the ingredient list.