April 15 is dreaded in America.
Even though we have taxes withheld from our paychecks year-round, the symbolic midnight tax deadline to “pay” Uncle Sam causes melancholy, dejection and resignation.
But there is a flip side.
Consider: Those expecting tax refunds file early — long before the grousing starts. April 15 means little them (unless they’ve yet to get their refund check or direct deposit).
Plus this: taxes actually do something.
What if taxes were marketed? What if they were positioned just like a product, complete with features and benefits — or an emotional tie that tugged at the heart?
If you saw in a positive, compelling way that your tax dollars kept crime down and made kids smarter, would you feel better about paying them?
If you met seniors who received prescriptions and quality health care, or watched up-close as less fortunate toddlers went to Head Start, would you still loathe taxes?
The news media are quick to cover protesters and entertaining visuals at “tea parties” and other large group events. These are designed to draw attention, and much less else.
Yet, on tax day, do reporters ever interview the widowed octogenarian who lives on a fixed income and needs a little help? Do we stop for a moment and realize that the armed forces deployed around the world and at home are supported by tax dollars, and not private donations or corporate America? Are the TSA screenings at airports that bad? No one’s seen a calamity since 9/11/2001. I hate removing my shoes, belt and laptop from briefcase as much as anyone. But hey, it’s working. Hard to slam success.
I just wonder if marketing could help taxes. Really. If just one year, a full campaign — complete with user-generated content, i.e. Social Meida — could soften the edges just a bit.
