Because of the subjects I write about, the blogs I read and how many accountants write to me, I see loads of Accountants' Pay per Click (Adwords) adverts. And most of them are evidently a waste of money. If you use Pay per Click (PPC) you’re hoping that your advert will catch someone’s eye.
I was asked recently for my top five marketing tips for accountants and so I had a quick look at the marketing related posts on this blog. In so doing I realised how much has changed over the years. When I first started mentoring accountants I had to avoid the M-word (Marketing).
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, you know your clients don't want, cannot afford and will
When I ask accountants about the level of fees they would ideally like to earn from new clients, they often struggle to give an answer. Some can't even agree as to the minimum fees they (and their colleagues, if any) would charge for each type of new client work they might take
Today I share with you the transcript of a recent conversation with Joanna Gaudoin. I hope you will enjoy reading her perspective on a number of issues I have previously addressed on this blog. In summary Joanna's view is that your marketing, business development and career development will all flourish if you
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 practitioners. This is quite different from the advice that
Most accountants have found themselves in meetings with prospective clients seeking free advice. I know I did it myself when I was in practice. I wish I had known then what I know now. When a stranger/prospect calls you need to set clear parameters. Why give ANY free advice? Over the years
I have lost track of how many sole practitioners and two-partner accountancy practices pretend to be bigger than they really are. Some overtly claim that their firm is bigger than it really is by adding words like “and associates” to the name of the firm. Even though, in reality, it is only
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 re-hash of information already in the public domain
This relates to another question I was asked recently by an accountant who gets lots of leads but finds that he doesn’t want all of them as clients. Too many are time wasters. He wanted to know how he could weed them out - or even better, avoid having to spend any
Now that January 2021 is behind us, perhaps it is time to consider any resolutions or promises you might want to make to yourself. Certainly you should have more time now than you might have done at the turn of the year. Here are ten resolutions that I think many accountants should
During our first mentoring conversation a mature accountant told me how they had been struggling to replace clients who had retired, died or gone bust. The practice was well established and he had never previously needed to spend much time or effort on marketing or promotion. He had done the basics. He
In this penultimate post of the year, I offer you a reminder of five of my most popular blog posts (out of the 50 posted, one each Tuesday) in 2020. I’ve included the links in case you missed them originally or want to take another look: Ten common tax mistakes that business
There are two types of accountants who use social media and Linkedin. Those who understand what works and those who have bought into the hype and hope that what they do will work. Chances are you are in that second category just like most of the accountants I know. Indeed, the vast
There's a simple equation: More leads = more clients = more fees = more profits. At least that's the theory. For the equation to work the leads we generate need to be those we want. Typically that means people who need our services, can afford to pay for them and who we
A journalist once surprised me with a question I wasn’t anticipating: “What is the worst mistake accountants can make when they are trying to ‘close’ a prospective client?” When I later reflected on my instinctive reply I was satisfied it contained good advice. Thinking about the issue subsequently I quickly constructed this
In some respects this post addresses many points I have addressed previously on this blog from the opposite perspective. There are links at the end if you want to read more. I would stress that I do not design or supply websites. But I do get asked to help accountants who want
l am regularly approached by accountants who want to know how they can get more clients. They want to know if social media is worthwhile, where to advertise, what marketing activities to pursue, what networking activities might be worthwhile, how to get more traffic to their website and much more - along
For some years I have been advising accountants of the benefits of being better Remembered, Referred and Recommended ("The 3 Rs"). After all, Referrals are often identified as being the most valuable route to securing good new clients. Despite how often this topic has featured in my talks about standing out from
Which result would you rather your marketing efforts generate? A or B? A = 50 calls and emails from possible new clients who ask loads of questions but who have no intention of paying you the sort of fees you charge; and probably don't want you to do much more than their
What's your 'And'? Yes, we know you're an accountant. But what else are you? What else do you do? What else interests or fascinates you? A new book, written by my friend, John Garrett, explores how sharing your personal passions improves work performance, builds culture, and strengthens relationships with colleagues, clients and
No one has asked me what I do since lockdown started. I've been thinking about how I might reply next time. What about you? What do you do? I think there are 4 standard ways we can answer the question. I know which approach I prefer. What about you? 1 State your
There are three types of accountancy practice in the UK. Those who don't want many new clients, those who rely on random referrals and those who take responsibility for generating leads. I have long accepted the existence of the first group who tend to have established practices, are working at or close
I recently spoke with Guy Clapperton, an old friend, and I thought it was worth sharing his media tips with the accountants who read my blog, and those who receive my weekly 'Magic of Success' emails. In this short interview you will find your preconceptions challenged by the insights and advice that
I recently asked this question on Linkedin: Do you stop prospecting in August? The most common response I received echoed my own view. NO. Don't stop prospecting - if you want to grow your practice. I have long recognised that NOT everyone goes away (even when they can). NOT everyone takes a
