There is no doubt in my mind that the more focused you can be about your ideal clients, the more likely they are to...
Business messaging and branding Articles
Why simply saying you’re an accountant is costing you referrals
Do you ever struggle to make a lasting impression beyond the generic label of being “an accountant”? Most of us have...
How accountants lose their edge with generic USPs
For years I have talked about what accountants can do to stand out from their peers and competitors. How to be remarkable and better remembered, referred and recommended. Many people see accountants simply as professionals who help clients satisfy their legal...
Setting boundaries: The secret to attracting better clients to your accounting practice
You know the type of call. It starts innocently enough, and within a minute or two you can feel the energy shift. The language gives it away. “I just need a quick bit of free advice.” Or “my last accountant didn’t help reduce my tax bills.” Before long, you’re no...
What can you do to stop sounding like a generic accountant (just like everyone else)
One of the more damaging assumptions people have about accountants is that you are largely interchangeable. To some extent we all understand why this belief persists; most accountants produce variations of the same outputs: accounts, tax returns, VAT work,...
When you don’t want more clients (at the moment)
I've never agreed with conventional wisdom that tells every sole practitioner they should always be looking to grow their practice. I've had too many conversations with accountants who have grown tired of such messages which just don't resonate. This can be for...
Why your marketing and website aren’t attracting the clients you really want
This is not a blog post about advisory vs compliance. Though, now I’ve said that, you may assume I’m about to wade into that debate. And I will — but only in passing. This post is really about your marketing messages and the related conversations you have. What you...
What business are you really in? (Clue: It’s not tax and accounts)
John Russell, former MD of Harley Davidson Europe, was once asked how the motorcycle business was going. He replied: “I don’t know. We’re not in the motorcycle business.” A strange answer — until he explained: “Harley Davidson sells 43-year-old accountants the...
The hidden cost of misunderstanding who your best clients are
Not all clients are worth your energy. You probably know that; although you hate to admit it. Many accountants seem to spend far too long servicing clients who: - drain time and never refer anyone - pay late (and not that much to begin with) - don’t respect you or...
You’re not just another accountant: 20 factors that set you apart
I’ve said it countless times, and I’ll say it again: you are not "just another accountant". You can't be. And most decent clients don’t just buy your services. They choose you — your way, your energy, your experience. Many people, who fall into the trap of...
I’m not boring, but my firm is. What should I do?
An experienced accountant recently said to me: “I’m not boring, but my firm looks as if it is - does that matter?” My honest answer? In classic accountancy style: “It depends…” Even if you're the face of your firm and are out meeting clients, networking, building...
Why being remembered is a key first stage in generating more of the referrals you seek
“Most of my work comes from referrals.” It’s a common claim. And it sounds like a solid marketing strategy. But what if the people who could refer you… don’t actually remember you? That’s the missing link I’ve been highlighting for years – and why I often talk...
7 accidental cons: Are you unintentionally misleading clients?
You care about your clients, your work, and your reputation. You do your best to be honest and helpful. But here’s the awkward bit: many accountants are accidentally misleading their clients. Not through deliberate dishonesty – but through outdated habits, vague...
How accountants can build and maintain trust in an AI-driven world
Trust has always been the foundation of strong client relationships. But in a world where AI and large language models (like ChatGPT) are becoming increasingly popular, the need to show clients they can trust you has never been more important. Clients have long had...
How to stand out when nothing you do is unique
Years ago, I became quite attached to the idea of identifying Unique Perceived Benefits (UPBs). I preferred this approach—looking at services from the client’s viewpoint—rather than pretending to have a Unique Selling Proposition (USP). Few USPs claimed by...
What do you REALLY need to promote as an accountant?
What do you really need to promote as an accountant? This is a simple enough question, and knowing the right answer could make a profound difference to the success of your practice. Let’s start with what you’re NOT promoting. Your time. It's less common today than...
15 quick tips to grow and build your practice
This week I am sharing with you 15 of the key points I referenced during a conversation with an accountant who wanted to know what they should be doing in year 5 of their newish practice. The advice I shared is of wider application so I hope you'll find it helpful...