How do you reply when asked: What do you do?

By | 2013-06-25T09:37:02+00:00 June 25th, 2013|Business messaging and branding, STANDING OUT|

Many accountants adopt one of two distinct styles when talking about what they do for a living. Most are almost apologetic when answering the question: "What do you do?" Experience has taught them that admitting they are an accountant may generate a dismissive or negative reply. Those accountants who have attended formulaic networking groups adopt

Beware the marketing bullies

By | 2013-06-18T08:48:23+00:00 June 18th, 2013|Business messaging and branding|

Regular readers will know that on this blog I share, what I hope is, constructive unbiased advice for accountants in practice. After I spoke at the recent Accountex exhibition and conference I was touched to be complimented a number of times on the style and content of my talks – which echoes the approach I

The end of accountants?

By | 2013-04-22T09:13:02+00:00 April 22nd, 2013|Business messaging and branding, Pricing|

In early 2013 Professor Richard Susskind published a new book, 'Tomorrow's lawyers'. This included some updated observations of the views expressed in his previous book, published in 2008: The End of Lawyers? Rethinking the Nature of Legal Services. As I share many of Professor Susskind's views I thought I would pick out one theme for this blog. He

Stop talking about your USP – it’s the same as other accountants

By | 2013-03-18T09:25:40+00:00 March 18th, 2013|Business messaging and branding, STANDING OUT|

I'm often struck by the difficulty many accountants have when trying to identify what's special about their firm or practice. Many assume that they do nothing different to any other accountant. Others have been persuaded they need to claim to have a USP.  But, when asked, most accountants make the same claims about their practice,

No one cares HOW you do what you do

By | 2013-01-11T10:03:32+00:00 January 11th, 2013|Business messaging and branding|

Can you imagine what would happen if you explained to a prospective client or advocate HOW you do what you do? We complete client's tax returns using the latest software programme from ABC company; We use the tax research books published by [name of publishing house]; Our staff have all been trained by [name of

Five ways general practice accountants can choose a niche

By | 2018-06-09T18:02:56+00:00 September 14th, 2012|Accountants, Business messaging and branding, Conversational impact, Experience and expertise, Marketing and promotion, Networking, Starting out|

It is generally accepted these days that you will benefit more from advertising, marketing, networking and referrals if you focus on a recognisable niche.  Let everyone else continue trying to be all things to all people. But, if you are like most accountants in practice you don't think you have a specialist focus. You

6 factors for accountants to consider before paying to be listed on directory sites

By | 2011-08-01T14:15:46+00:00 August 1st, 2011|Business messaging and branding, Websites|

In a separate post I have listed the existing and about-to-be-launched online directory sites for accountants in the UK. They are all intended to appeal to people using the internet to search for a new accountant. The value of paying to be included in any such directory site seems to depend on at least six