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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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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Grow Your Practice by Building a Niche

Working with professional services firms that want to build their business, I meet partners who want to grow their business in specific ways. One practice development tactic that is perennially popular is to declare and build a niche. This is a very good way to grow your business – but only if you do it in the right way. I frequently come across firms that have four clients in the same industry...

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How to Create Meaningful Client Touch Points

A touch point is a point of contact or communication between you and your clients and prospects. Every touch point creates a perception of you (or your business) in the mind of the client or prospective client. The perception created in each interaction with the client contributes to the client’s impression of you or your business. Creating a positive impression with your client requires...

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