Why you need to build your personal brand – and how to make this work for you

By |2021-07-19T10:28:07+01:00July 20th, 2021|Accountants, Business messaging and branding, Conversational impact, Dependability and trust, Experience and expertise, Networking, Reputation|

What do people say about you when you’re not in the room? What would you like them to say? Few accountants seem to think this through. If you are clear about what you want people to say though you are likely to find success a lot faster than anyone who is ‘just

Why you’ll find more success if you have an angle

By |2021-07-13T11:06:26+01:00July 6th, 2021|Accountants, Business messaging and branding, Lead generation, Marketing and promotion, Mentoring, Networking, STANDING OUT|

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 this if you must. Tell me that

Why you need to tell people who you are – beyond being an accountant

By |2021-06-28T13:32:35+01:00June 29th, 2021|Accountants, Appearance, Business messaging and branding, Experience and expertise, Marketing and promotion, Networking, Referrals, STANDING OUT|

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 accountant. And it's true that sometimes

What if none of your clients wants anything more from you?

By |2021-05-04T13:30:36+01:00May 4th, 2021|Accountants, Business messaging and branding, Servicing clients, Sole practitioners, STANDING OUT|

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

Bad advice for accountants that makes me cross

By |2021-04-06T09:31:47+01:00April 6th, 2021|Accountants, Business messaging and branding, Linkedin, Marketing and promotion, Mentoring, Social Media, Sole practitioners, STANDING OUT, Twitter|

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

Does size matter? Are you pretending to be bigger than you are?

By |2021-03-22T09:21:24+00:00March 23rd, 2021|Accountants, Business messaging and branding, Dependability and trust, Marketing and promotion, Websites|

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

Fresh marketing insights for accountants

By |2021-03-19T15:31:28+00:00March 16th, 2021|Accountants, Business messaging and branding, Lead generation, Marketing and promotion, STANDING OUT|

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

How can a mature accountant start to market himself effectively?

By |2021-02-01T15:53:22+00:00February 2nd, 2021|Accountants, Business advice, Business messaging and branding, Lead generation, Marketing and promotion|

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

“How can I use social media to promote my accountancy business?”

By |2021-01-08T18:37:54+00:00December 8th, 2020|Accountants, Business messaging and branding, Facebook, Lead generation, Linkedin, Social Media, Sole practitioners, Twitter|

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

The worst mistake an accountant can make – and how to avoid it

By |2020-11-20T11:00:12+00:00November 17th, 2020|Accountants, Business messaging and branding, Servicing clients, Sole practitioners|

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

3 questions you must answer before seeking out new clients

By |2020-12-08T13:59:26+00:00October 20th, 2020|Accountants, Business messaging and branding, Marketing and promotion, Referrals, Sole practitioners|

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

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