One of the more damaging assumptions people have about accountants is that you are largely interchangeable. To some...
STANDING OUT Articles
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...
What is the key to accountants’ survival in the AI era?
One of the biggest changes to be heralded by the introduction of AI so far as accountants are concerned, links to one of my long-term messages for accountants. How can you stand out from the competition? And, as a result, win more of the business you really want?...
What’s better than saying that your business grows through referrals?
Are you like many of the accountants I meet who claim that most of their best new clients come through referrals? This is certainly great when it's true. But when I dig a little deeper I find that it's often not quite as accurate a statement as the accountants...
Websites – advice and a checklist for accountants
It seems I’ve not updated my generic advice on this blog about accountants’ websites for some time. So I have pulled much of that advice together into this post. I say pretty much the same things whenever websites come up in conversation with accountants. They know...
The marketing distractions accountants should avoid
Before setting out those marketing distractions that I believe accountants should avoid I need to offer some context. Over 20 years ago, the start of the century(!) was when I began presenting talks to accountants about practice related matters. I quickly learned...
4 questions that will help you identify the value you really deliver to your clients
How do you evidence your value to prospective clients? You need to be able to do this effectively if you want to charge more than the absolute minimum for your services. This is a key part of promoting and pitching your services. Your promotional and marketing...
Why you’ll find more success if you have an angle
Too many accountants struggle to distinguish themselves from their competition. This is a shame as it is what makes each of us different that makes us memorable and the reason why we are referred and recommended. And then why we are engaged by clients. Challenge...
Why you need to tell people who you are – beyond being an accountant
No one is 'just an accountant'. And you know that already. But how clear do you make this on your website, your online profiles and when you are networking? Lots of accountants make the mistake of assuming they only need to evidence their credibility as an...
What if none of your clients wants anything more from you?
Unlike some commentators, I entirely accept that many accountants have some clients who want nothing more than a basic compliance service. And that you get very frustrated to be told by consultants that you should offer your clients "advisory services". After all,...
Bad advice for accountants that makes me cross
These days it typically takes a lot to get me cross. But one thing that really winds me up is the continuing wave of advice to accountants generally, telling them to do stuff that doesn't work for everyone and is especially inappropriate for most sole...
Fresh marketing insights for accountants
Sometimes a post on Linkedin can start a conversation that runs and runs. This was the case just after the Budget when I posed the question “Is it really worth everyone producing a 'me-too' morning-after Budget summary?” I suggested these were typically simply a...
Forget USPs – what are your KDIs?
I have long advised audiences and clients that claiming to have a Unique Sales Proposition (USP) is typically a mistake - as the word 'unique' means 'unlike any other'. Rarely do I ever encounter accountants with genuinely 'unique' offerings for clients. And it...
How much personality should sole practitioners put into their practice?
I was asked two related questions during a recent interview. This post is drawn from the notes I made before giving my answers on air. 1. With so many businesses competing with each other online, has it become more important to put more personality into your...
Do you offer a service guarantee? I bet you do.
Let's be realistic. If you did some work for a client but they weren't happy because you made a big mess of it, would you insist on charging them extra to correct your mistake? I hope you wouldn't even consider trying to charge extra to resolve a mistake of your...
The 3 factors that will determine your social media success
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...
Why aren’t you more memorable?
If you are like most people who provide accountancy services you suffer from a common condition. That common condition is, familiarity. This is most apparent when a majority of the prospective clients, introducers and influencers you meet assume that they know what...