If we don’t trust experts anymore what do you need to do to STAND OUT?

By | 2016-08-23T14:43:50+00:00 August 23rd, 2016|Accountants, Business messaging and branding, STANDING OUT|

During 2016 politicians in both the UK (Michael Gove) and in the US (Donald Trump) repeatedly asserted that people have “had enough” of experts. Voting patterns seemed to confirm this as expert political and economic views were largely ignored. And yet, we also know it's patently not true. If you have a health problem do

The Sole Practitioners’ formula for identifying your premium fee paying prospects

By | 2016-06-28T14:02:51+00:00 June 28th, 2016|Accountants, Business messaging and branding, Experience and expertise|

This is a guest blog provided by Patrick McLoughlin. In it he explains how sole practitioner accountants can become really clear as to who is a premium fee playing client. And, having done that, how you can then clarify your future marketing and business generation activities. As Patrick's approach is much the same as mine I

The 3 factors that will determine your social media success

By | 2015-06-30T09:59:09+00:00 June 30th, 2015|Accountants, Appearance, Blogging, Business messaging and branding, facebook, Following up, Google+, Linkedin, Productivity, Reputation, Social Media, STANDING OUT, twitter|

It’s all too easy to get caught up in the game of chasing followers, likes, connections and social media klout. It may be fun to keep track of these metrics and to keep increasing them. But, in real life, they are not important by themselves. There is little point in simply pursuing these metrics. You

What are your top skills and expertise?

By | 2018-07-12T07:56:33+00:00 January 15th, 2015|Appearance, Business messaging and branding, Career development, Key Business skills, Linkedin, STANDING OUT|

The top ranked personal skill or expertise on my Linkedin profile is currently 'strategy'.  It has been moving up the list over the last year. I am flattered that hundreds of people have endorsed me for ANY skills and expertise on Linkedin. Until recently 'Accounting' was top - presumably by reference to my background in

What if you don’t want to go for a niche?

By | 2018-06-09T18:07:32+00:00 November 25th, 2014|Accountants, Business messaging and branding, Experience and expertise, Marketing and promotion, STANDING OUT|

There is no doubt in my mind. The more focused you can be as regards your ideal clients the more chance there is that other people will recognise when they can recommend and refer you to people who need your services. But it's not the only route to success. You are not alone if you

What makes your practice different and memorable?

By | 2018-03-14T21:50:39+00:00 November 19th, 2014|Accountants, Business messaging and branding|

Back in 2007 I wrote a chapter for a book (BusinessWise) to help Entrepreneurs with 'Finding, Choosing and Using an accountant'. I tried to ensure that this was more practical and real-world advice than the generic and incomplete advice which appears on a variety of business and accountancy websites. I explained some of the ways that entrepreneurs

5 lessons on collaborations from….Tony Bennett, Sting and McFly

By | 2014-11-11T09:30:19+00:00 November 11th, 2014|Business messaging and branding, STANDING OUT|

Those of us who are of a certain age were surprised recently to see the classic American crooner, Tony Bennett, performing alongside Lady Gaga. They started singing together in 2011 and, despite a 60 year age gap, they have recently released an album of jazz standards, ‘Cheek to cheek‘. They also appear together in the

The 7 fundamental principles that will ensure you STAND OUT from the competition

By | 2014-10-14T09:36:03+00:00 October 14th, 2014|Business messaging and branding, Social Media, STANDING OUT|

Having been talking and writing about this framework for some time, it's about time I recorded it on my own blog. There's also a link to a graphic of the STAND OUT framework on the top menu bar above. The seven fundamental principles are easy to recall through a simple acrostic. Each of the principles

What 6 things is everyone saying we should do?

By | 2014-10-08T09:12:23+00:00 October 8th, 2014|Accountants, Business messaging and branding, Linkedin, Social Media, STANDING OUT, Websites|

At the ICAEW's 'Growing your practice' conference yesterday, speaker after speaker shared similar ideas - allbeit from very different perspectives, with different emphasis and in different contexts. I was first up and talked about the 7 step framework you need to follow to STAND OUT from the competition. There are a host of detailed factors

Inner Circle – How to differentiate your practice

By | 2018-03-15T00:05:07+00:00 June 24th, 2014|Business messaging and branding, Inner Circle, STANDING OUT|

The main topic for discussion at last week’s meeting of The Inner Circle was: Distinguishing your practice from the competition. We met at our new home, The Eight Club in Moorgate, London. Members of The Inner Circle again benefited from the willingness they all had to share their experiences and insights during our round table

Your service is not unique but you are

By | 2014-06-10T09:28:41+00:00 June 10th, 2014|Business messaging and branding, Conversational impact, STANDING OUT|

Years ago I became quite attached to the idea of identifying UPBs (Unique Perceived Benefits). I prefered this approach of looking at the provision of services from the client's viewpoint rather than trying to identify a USP (Unique Selling Proposition). More recently though I have realised that it is all but impossible for any of

What are the key statistics for your accountancy firm website?

By | 2014-03-04T09:12:39+00:00 March 4th, 2014|Business messaging and branding, Websites|

What follows is controversial as it challenges the conventional wisdom shared by many website designers and content marketers. I have long felt that a great deal of the generic advice you hear and see all over the web is misleading. I have explained before that: Only one website metric really matters to accountants. And that is, for

Lessons for accountants from….dating sites

By | 2013-09-10T09:03:48+00:00 September 10th, 2013|Accountants, Business messaging and branding, Career development, Linkedin, Social Media|

I was fascinated to hear a friend of a friend bemoaning the challenge of finding suitable guys to date online. The lady in question (we'll call her 'Brenda') is looking for guys 45-65, but is routinely put off by their photos and their profiles. It seems that few have thought about how to create the