Matching Your Marketing to Your Expertise

When you see advertisements for professionals or firms, do you ever wonder how anyone can be an expert in all of the niche areas the firm lists in their ad or on their website? I saw a website recently that listed 20 or more industries in which four people work. Can each of the partners really be experts in five different industries?  The error in this kind of advertising is that the days of the...

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What Do You Really Know About Your Clients?

Every CPA I talk with tells me he or she knows his or her clients. As the conversation evolves, however, it becomes clear that they do not know anything about the inner workings of their clients’ businesses or about the specific challenges the businesses are facing. Most CPAs know only a little bit about many of the industries in which their clients do business (or they know something about two...

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Are You Prepared to Stand Apart in Your Market for the RIGHT REASONS?

There was  once a time when CPAs had reason to expect to bring in new clients simply because they are pleasant to work with. There was also a time when CPAs could count on fellow-alumna to become their clients. There was even a time when CPAs could be more competitive by providing services at the lowest price in town. If you still think these statements are true, your firm is no longer...

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How to Grow in a Zero Growth Environment

According to recent research, the number of accounting firms is declining, as is the number of accountants in public practice. At the same time, the profession is increasingly competitive. Most firms are ramping up their marketing efforts. Many of these firms will see some success. For others, little will change. Building a micro-niche, however, could change the prospects for all of these...

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