Unmasking the marketing bullies: how to spot and avoid their tactics

By |2023-08-14T10:21:25+01:00August 15th, 2023|Accountants, Lead generation, Marketing and promotion|

Regular readers will know that, on this blog I share, what I hope is, constructive and unbiased advice for accountants in practice. Today I offer you a cautionary warning about what have been termed ‘marketing bullies’. The Believable Approach A few years back, after I spoke at Accountex, I recall being touched by one

Beyond buzzwords and hype: Discovering what truly differentiates you from your competitors

By |2023-08-07T16:26:48+01:00August 8th, 2023|Accountants, Marketing and promotion, Networking, Referrals|

It's another day, and I've seen another poorly thought through piece of advice for accountants to identify their USP. I have long disagreed with this generic idea of trying to identify your Unique Selling Point (USP) or your Unique Sales Proposition (USP). Instead I recommend a much more practical and realistic way for accountants

How’s business? – Don’t fall into the easy trap when you reply

By |2023-07-31T10:36:03+01:00August 1st, 2023|Accountants, Business messaging and branding, Networking, Referrals, Reputation, Sole practitioners|

If you’re either a busy accountant and/or a regular at networking events, you probably get asked this question (How's business?") all of the time. You may also be asked by friends and family, ex-colleagues and prospective clients as well as by suppliers, associates and potential advocates. How carefully have you thought about the way

First impressions count but here’s proof that they’re not enough and what to do to fix things

By |2023-07-24T18:44:45+01:00July 25th, 2023|Accountants, Networking, Referrals, Sole practitioners|

Some years ago I enjoyed a very long private business networking lunch. The whole group seemed to enjoy the event - perhaps because many of us had known each other for a while . One of the attendees I had not met previously was a chartered surveyor. After we’d spent a few hours together the

Confidence is key but not if it’s based on naivety or, worse, deceit

By |2023-07-11T10:45:05+01:00July 11th, 2023|Accountants, Client servikce, Dependability and trust, Sole practitioners|

This true story helps to emphasise a key point - that may be relevant to your attitude with clients, colleagues and/or how you relate to staff with more specialised knowledge than you have yourself. Years ago, shortly after I had joined a new firm I remember an audit partner telling me about two tax

The Barista’s wisdom: Insights for Accountants, Bookkeepers, and Tax Advisers

By |2023-07-03T18:25:00+01:00July 4th, 2023|Accountants, Experience and expertise, Sole practitioners|

Some years ago, while on holiday with my wife, we stopped at a distinct and unique coffee shop where my experience prompted this blog post with lessons for accountants, bookkeepers and tax advisers.  Espressolab was a fantastic little place where a range of bespoke coffees were also being roasted in a laboratory style environment.

What is the key to accountants’ survival in the AI era?

By |2023-06-13T10:09:07+01:00June 13th, 2023|Accountants, Client servikce, Dependability and trust, Experience and expertise, Key Business skills, Networking, Referrals, Reputation, Sole practitioners, STANDING OUT|

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? Even before the launch

6 ways to show you’re not just another accountant

By |2023-04-22T18:09:37+01:00April 25th, 2023|Accountants, Business messaging and branding, Marketing and promotion, Networking, Sole practitioners|

Imagine you are at an accountancy conference along with dozens, maybe hundreds of accountants from other practices or who run their own firms. Now imagine I have asked you to look around the room at those other accountants and to indicate whether you feel that you are in any way special and different from

Some accountants undermine their credibility. Do you?

By |2023-04-03T18:03:32+01:00April 4th, 2023|Accountants, Business messaging and branding, Experience and expertise, Networking, Referrals, Reputation, Sole practitioners|

One of the accountants I mentor has long been proud of how efficiently they look after their own business affairs. Others though are embarrassed at their inefficiencies. And there are some who do not appear to give any thought as to how they are perceived. Some of the accountants in this category may, unintentionally,

Why so many clients are indifferent and don’t recommend you

By |2023-03-27T10:13:29+01:00March 28th, 2023|Accountants, Client servikce, Dependability and trust, Referrals, Sole practitioners|

Many accountants claim that they secure much of their new work through word of mouth referrals. This suggests that clients are making positive comments about their accountants. They may do that if they're particularly happy but in the same way any unhappy clients will be quick to complain about their accountants. I've heard a

Avoid this mistake if you want more referrals

By |2023-03-20T15:44:29+00:00March 21st, 2023|Accountants, Experience and expertise, Marketing and promotion, Networking, Referrals, Sole practitioners|

I wonder if you make an all too common mistake. We all hope that clients will want us to provide a range of services to them. And we hope that clients will recommend and refer us to other prospective clients too… But, as I frequently point out, ‘hope’ is not a strategy. What do

Why you should stop trying to build brand awareness for your firm

By |2023-02-28T11:56:48+00:00February 28th, 2023|Accountants, Business messaging and branding, Marketing and promotion, Recruitment, Reputation, Sole practitioners, Websites|

My advice here re building and promoting your firm's brand is controversial. And of course there will be some exceptions. But I would urge you to read this post with an open mind before deciding whether or not YOUR firm really is one of those exceptions. Let's start with ten top accountancy brands. As

What’s better than saying that your business grows through referrals?

By |2023-02-21T09:35:33+00:00February 21st, 2023|Accountants, Business messaging and branding, Lead generation, Marketing and promotion, Networking, Social Media, STANDING OUT|

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 thought. It's an easy answer

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

By |2023-01-31T08:53:15+00:00January 31st, 2023|Accountants, Marketing and promotion, Sole practitioners, 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 hackneyed claims as

Using social media and Linkedin for business and not just fun

By |2023-01-24T16:48:14+00:00January 24th, 2023|Accountants, Linkedin, Marketing and promotion, Social Media, Sole practitioners, Strategy|

Have you ever thought you 'should' be doing more on social media and on Linkedin, but are not sure how or what to do? Or maybe you are very active online but are not getting the business benefits you really want? Are you envious or skeptical about the the results others appear to be

Beware of this trap if you use social media as an accountant

By |2022-12-05T16:59:24+00:00December 6th, 2022|Accountants, Linkedin, Marketing and promotion, Social Media, Sole practitioners|

Accountants may not always be who they say they are online. If ever accountants needed proof that different social media platforms attract different people I think we now have it. A recent report in The Times revealed something quite shocking about the hashtag accountants. On reading this I then referenced the report on Linkedin

Boost your referrals with more of the right kind of testimonials

By |2022-10-03T11:56:21+01:00October 4th, 2022|Accountants, Marketing and promotion, Reputation|

I'm not normal. Normal people, apparently, don't buy anything online these days without first checking for online reviews. I do. Maybe you do too. But, apparently, even when most people are in shops, they will have a quick google to see what other people say about electrical items, furniture and toys. And this informs

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