Home' Nonahood News : NONA 080116 Contents Business & Real Estate
Tax Fraud Comes in Many Flavors
Strategy for Local Businesses
While it is summer in the Nona-
hood, with taxes being the last thing on
our minds, there are many tax schemes
going around. We have had numerous
reports from our clients, families and
friends of various email and phone call
scams. These scams sound very con-
vincing, so beware!
Watch Out for Phone Calls
Beware of scammers making unso-
licited calls claiming to be IRS officials.
They demand that the victim pay a bo-
gus tax bill. They con the victim into
sending cash, usually through a pre-
paid debit card or wire transfer. They
may also leave “urgent” callback re-
quests through phone “robo-calls.”
Scammers often alter caller ID num-
bers to make it look like the IRS is call-
ing. The callers use IRS titles and fake
badge numbers to appear legitimate.
They may even use the victim’s name,
address and other personal information
to make the call sound official. The IRS
Call to demand immediate payment
over the phone, nor will the agency
call about taxes owed without first
having mailed you a bill.
Threaten to immediately bring in local
police or other law-enforcement groups
to have you arrested for not paying.
Demand that you pay taxes without
giving you the opportunity to ques-
tion or appeal the amount they say
Require you to use a specific pay-
ment method for your taxes, such as
a prepaid debit card.
Ask for credit or debit card numbers
over the phone.
If you get a phone call from some-
one claiming to be from the IRS and
asking for money and you don’t owe
taxes, here’s what you should do:
Do not give out any information.
Hang up immediately.
Contact TIGTA (Treasury Inspector
General for Tax Administration) to
report the call. Use their “IRS Imper-
sonation Scam Reporting” web page
or call 800-366-4484.
Report it to the Federal Trade Com-
mission. Use the “FTC Complaint As-
sistant” on FTC.gov. Please add “IRS
Telephone Scam” in the notes.
If you think you might owe taxes, call
the IRS directly at 1-800-829-1040.
Avoid Email Phishing Attempts
There has been a surge in email
scams this year that appear to be from
a tax agency or a tax software company.
Never reply to emails, texts or pop-up
messages asking for your personal, tax
or financial information. One common
trick by criminals is to impersonate a
business such as your financial insti-
tution, tax accountant or the IRS, ask-
ing you to update your account and
providing a link. For small business,
these schemes may try impersonating
a company leader and request payroll
and human resource information for
employees in your company. Never
click on links even if they seem to
be from organizations you trust. Go
directly to the organization’s website.
If it sounds too good to be true, it
probably is. If you see an email that
says “You won a free cruise” or “The IRS
has a refund waiting for you,” odds are
high that it is a phishing attempt look-
ing to get your personal information.
The IRS does contact taxpayers by
regular postal mail. If you receive a
letter from the IRS, address the situa-
tion right away. If you need assistance,
engage an EA (Enrolled Agent) or CPA.
They will help you determine if it is val-
id and what your response should be.
The IRS does maintain its own web-
site at www.irs.gov. There are several
scams that direct you to a bogus web-
site that looks just like the official IRS
web site. Never click on links in an
email. Go directly to the website.
Make sure to take all precautions
with your personal information. Make
sure you never give out personal infor-
mation over the phone unless you are
sure who you are talking to. Never send
personal information (copies of W-2s
or anything with Social Security Num-
bers (SSNs) or dates of birth) via email.
Email is not a secure platform. The rule
of thumb is that the only information to
send via email is information the en-
tire world can read. Never click on links
from an email unless you are sure of
the source. Go directly to the website.
Make sure you type in the correct web-
site name. If you receive a letter, first
make sure it is from a valid source be-
Keep safe and enjoy the summer!
Native advertising are pieces of con-
tent developed to have the look and feel
of the original publication, like Nonahood
News or website. Native advertisements
also can exist in social media as spon-
sored posts on Facebook and Instagram
or promoted Tweets. It is a great way for
local businesses to get their name ex-
posed to the publication’s readers with-
out placing a traditional display ad or
interrupting the readers’ experience.
This type of advertising is unique
because it appeals to both custom-
ers and companies. It is well received
by customers because it is integrated
in a way that feels natural for readers
and less disruptive than a traditional,
How Can Your Local Business
Utilize Native Advertising?
When done correctly, native adver-
tising can engage your targeted cus-
tomers in a way that doesn’t feel like an
advertisement. Below are some steps to
get you started creating your next na-
Choose Your Target Customers
The key to any successful advertis-
ing is to know your audience well. You
should have a basic understanding of
your targeted demographics, including
age, gender, household income, loca-
tion, basic needs, and preferred com-
munication methods. You may have
multiple demographic groups. For a
specific advertising campaign, you
should limit your ad to one targeted
group to be most effective.
Digital vs. Print Channels
Once you identify your targeted au-
dience, you need to identify the commu-
nication channels to promote it. These
communication channels can be digital
through email, social through Facebook
or Instagram, or non-digital through
newspaper and direct mail. You also
should consider using a combination of
these channels as well to maximize the
content you create in the next step.
Print is ideally suited for native ad-
vertising since it is a channel that lends
itself to storytelling. While customers
are used to intrusive ads on the web,
print is perceived differently with its
greater attention to reader experience
and higher ad prices commanded.
Create Content Your Audience
After you have identified your tar-
geted audience and the communica-
tion channels, it is time to start creating
the content. Begin by putting yourself
in the mindset of your ideal customer.
Then create content that will appeal
to them. The content should follow the
editorial style of the communication
channel. It also should disclose that it
RUSSEL KOST, CPA | ACCOUNTABILITY SERVICES
If you get a phishing email, remem-
ber this important advice:
Don’t reply to the message.
Don’t give out your personal or
Forward the email to
email@example.com. Then delete it.
Don’t open any attachments or
click on any links; they may have
malicious code that will infect
Ronald McDonald House at Nemours Children’s
Hospital will be celebrating their grand opening
on Thursday, August 11 at 10:00am. They are locat-
ed at 13551 Nemours Parkway.
Visit www.ronaldmcdonaldhouseorlando.org or
call 321.319.4748 for more information.
Florida Autism Center will be opening in Lake
Nona later this year. They will be located in the
Lake Nona Medical Village at 10920 Moss Park
Road. You can call their Lake Mary office at
407.413.9550 for more information.
First Watch Restaurants signed a letter of intent
with Tavistock Development for a possible new
location in Lake Nona. www.firstwatch.com
Business Openings &
continued on page 7
5 AUGUST 2016
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