In a packed accounting market, it pays to understand what makes your firm unique. And to really get your firm’s core values and personality across to prospective clients you need to understand your own style – helping you to attract the right type of clients and giving them the incentive to jump on board. So, what’s this all got to do with cake? Well, in our ongoing mission to create bespoke, unique content for our accountancy practice clients, we’ve come…. Read More.
“It’s Friday” can be the best opportunity for your business. It can also be used as a great avoidance technique. One of the things that can set apart your accountancy firm’s marketing is the ability to push forward when everyone else pushes back. And there is every reason in the world to give up, back off, step back: but there’s every reason to do the opposite. To press forward, step up, and move in. I’m a huge fan of taking…. Read More.
Your buyers are faced daily with people proclaiming to be good at what they do, promising help and support, proclaiming that their services are the ones to buy. What your buyer wants from you above all is to know that you are genuine. Authentic. Real. They not only want to hear your case studies and stories, and read your expert advice – they need to have confidence that you are who (and what) you say you are. In addition to…. Read More.
Here at the Profitable Firm we work with a huge cross-section of different accountancy firms. Some are big, and some are small. Some are traditional, and some are very cutting edge. But the more accountants we work with, the more we’ve started to realise how different and diverse you all are. And one of the crucial things that sets one firm apart from another is their ‘tone of voice’ – the sound, personality and style of their content and communications….. Read More.
When you are an expert (as many of you accountants are), it’s not your services or products that your prospects are buying. It’s not even the famous “features and benefits” that they buy. They aren’t actually buying your expertise, either (although this is what you need to sell). You can’t buy someone’s expertise: it belongs to you, and you use it to deliver results. The results you deliver – and the ultimate purchase your buyers are making – are things…. Read More.
One of the issues many firms are facing – particularly some of you smaller accountancy firms – is that you’ve avoided marketing for so long that the cost of getting up to speed is daunting for you. Because of this, you can’t simply leap into the new marketing game: you may need to spend some serious money on foundational areas in order to get yourself (and your firm) on to the new marketing playing field. Your previous plan of “getting…. Read More.
What do you do with “quick questions” (usually asked by prospects) that are easy to answer, but often take 20-30 minutes of every day, and you’re conscious that you aren’t being paid for answering them? What happens if you’re generous with your time and knowledge, but no one appreciates it by becoming your client straight away? It’s also applicable to those heading out into the wild frontier of social media. What happens when you build more of a presence online…. Read More.