I was shocked to read about “Accountants Caught Lying To Clients In Desperate Quest For Authority” on the website of marketing expert Ian Brodie.
He suggests that more than a dozen accountants seem to be falsely claiming to be co-authors of a book titled: “Why Businesses Stop Growing And What You Can Do About It”.
You can get a partial list of them here via google: the book with the most co-authors in the world >>
Each of the accountants’ websites claim that the book has been co-written by the accountant and a third party (the same one in each case: “one of the world’s leading marketing and business growth experts”). It seems much more likely that the third party is the real author and is allowing multiple accountants to reproduce the book as if they had co-written it with him. Or maybe they did each write their own section and the costs of production have been kept down by retaining the same title and cover for all of the variations.
I seem to recall other copyright free books which accountants can rebrand and promote with their firm’s name on the cover and which could be helpful for clients.
It has also long been possible to outsource the production of client newsletters which can then be personalised with an accountancy firm’s branding. Many firms also promote booklets that contain generic advice for clients and which include the firm’s branding even though the written content was provided by a third party publisher. And a whole industry now exists providing generic advice and tips for inclusion on accountants’ websites too.
The only real difference here I think is that the accountants’ websites are actively promoting them as the co-authors and claiming that their co-authorship evidences that they are experts in the field. Some of the accountants appear in a very professional promotional video on what I expect is an effective ‘squeeze page’ to drive traffic. I am sure the whole package requires a decent investment upfront. In each of the videos they seem to address variations on the same script as each other and invariably claim to be co-authors of the “Why Businesses Stop Growing” book.
As Ian says:
It’s not just something that’s slipped into their marketing by accident. They are deliberately fooling their clients and potential clients and claiming expertise they may not have and an achievement they didn’t do.
Ironically, many of them have a bio which reads “…so-and-so is the co-author of “Why Businesses Stop Growing And What You Can Do About It…” and a trusted authority on helping start up and small business owners achieve success”.
Do you agree with Ian that such behaviour brings into question whether the accountants can really be ‘trusted’? Or do you think it’s simply an acceptable marketing tactic? Is it ethical to blatantly lie to prospective clients re your achievements and expertise?
Much as I admire the professionalism and the likely impact of the campaigns I am not comfortable with the co-authorship claims unless they are justifiable. What do you think?
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