[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$fUcxEq3hBSqKP9P3Ust0H-TCQ2wJ1xAWakWzIq9YI_N0":3,"$fBdggkXpmlr-umxKoU4GD7pIZxBFgQsRYMikUmyrUOUA":12},{"author":4,"tags":11},{"author_id":5,"author_name":6,"author_name_first_letter":7,"article_count":8,"bio":9,"short_bio":9,"slug":10,"image_url":9},146050,"John Hewitt","J",12,null,"john-hewitt",[],{"quotes":13,"pagination":127},[14,27,39,50,61,72,83,94,105,116],{"id":15,"quote_text":16,"author_id":5,"source_id":17,"has_image":18,"author":19,"source":20,"quote_tag":21,"commentary":9},1652916,"It will be typical year in terms of filing. About a million-and-a-half to two million more people will file returns than last year.",4,false,{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[22],{"id":23,"tag":24},4645753,{"id":25,"tag_name":26},49201,"file",{"id":28,"quote_text":29,"author_id":5,"source_id":17,"has_image":18,"author":30,"source":31,"quote_tag":32,"commentary":38},1652908,"Everyone is looking for a tax cut, and we have one in the form of a cut on fees. On a day when consumers shop the sales to save, Liberty Tax Service gives them a tax cut of value by slashing their tax prep fees.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[33],{"id":34,"tag":35},4645744,{"id":36,"tag_name":37},26453,"consumers","**The Backstory**\nJohn Hewitt, the founder of Liberty Tax Service, was a pioneer in the tax preparation industry. This quote likely originated from a marketing campaign or press release in the early 2000s, a time when Hewitt was expanding his business and competing with established players like H&R Block. As a seasoned entrepreneur, Hewitt understood the importance of reframing the narrative around taxes to make his service more appealing to consumers.\n\n**The Hidden Insight**\nThe hidden insight in this quote lies in Hewitt's clever reframing of a tax cut as a fee reduction. By doing so, he's exploiting a psychological bias known as the \"loss aversion\" effect, where people tend to feel the pain of losing money more intensely than the pleasure of gaining it. This strategy taps into the consumer's desire to save money, making the service more attractive and increasing the likelihood of conversion.\n\n**How to Use This**\nTo apply this mindset to your own business or creative endeavors, consider rebranding your value proposition as a \"tax cut\" or a reduction in a perceived burden. By framing your offering as a way to save time, money, or effort, you can tap into the loss aversion effect and make your service more appealing to potential customers.",{"id":40,"quote_text":41,"author_id":5,"source_id":17,"has_image":18,"author":42,"source":43,"quote_tag":44,"commentary":9},1652897,"It was incredibly difficult. It's like burying your children - and that's all I'm going to say about that.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[45],{"id":46,"tag":47},4645733,{"id":48,"tag_name":49},7169,"burying",{"id":51,"quote_text":52,"author_id":5,"source_id":17,"has_image":18,"author":53,"source":54,"quote_tag":55,"commentary":9},1652884,"You have to repopulate slowly. To capture a couple of sharks and move them across the country, you have to have holding spaces, isolation and quarantine areas. Catching them is the easier part. Getting them from here to there without mortal damage is what gets complicated.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[56],{"id":57,"tag":58},4645717,{"id":59,"tag_name":60},25099,"across",{"id":62,"quote_text":63,"author_id":5,"source_id":17,"has_image":18,"author":64,"source":65,"quote_tag":66,"commentary":9},1652873,"We focus on tax preparation and let other people try to sell other products. We don't believe in that.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[67],{"id":68,"tag":69},4645711,{"id":70,"tag_name":71},2955,"believe",{"id":73,"quote_text":74,"author_id":5,"source_id":17,"has_image":18,"author":75,"source":76,"quote_tag":77,"commentary":9},1652864,"Our franchises were very excited to be involved in this collection project. Liberty will ship all phone donations to Cell Phones for Soldiers.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[78],{"id":79,"tag":80},4645698,{"id":81,"tag_name":82},20967,"cell",{"id":84,"quote_text":85,"author_id":5,"source_id":17,"has_image":18,"author":86,"source":87,"quote_tag":88,"commentary":9},1652846,"There are no pet stores that sell 9-foot sharks.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[89],{"id":90,"tag":91},4645687,{"id":92,"tag_name":93},1562,"pet",{"id":95,"quote_text":96,"author_id":5,"source_id":17,"has_image":18,"author":97,"source":98,"quote_tag":99,"commentary":9},1652839,"There are no pet stores that sell 9-foot sharks. You've got to get them some other way. We're going to try and collect as many animals as we can.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[100],{"id":101,"tag":102},4645675,{"id":103,"tag_name":104},362,"animals",{"id":106,"quote_text":107,"author_id":5,"source_id":17,"has_image":18,"author":108,"source":109,"quote_tag":110,"commentary":9},1652816,"We think cross-selling to customers is fraught with difficulties, including pushing these types of products on people that they're bad for.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[111],{"id":112,"tag":113},4645658,{"id":114,"tag_name":115},2891,"bad",{"id":117,"quote_text":118,"author_id":5,"source_id":17,"has_image":18,"author":119,"source":120,"quote_tag":121,"commentary":9},1652800,"Since Liberty joined forces with Cell Phones for Soldiers in late 2004, our offices have collected over 42,000 phones providing 4.2 million minutes of calling time. The need continues, and this is a year-round project for us.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[122],{"id":123,"tag":124},4645638,{"id":125,"tag_name":126},6605,"calling",{"currentPage":128,"totalPages":129,"totalItems":8,"itemsPerPage":130},1,2,10]