When I say “copywriting for accountants”, many people tell me that they are unsure about what a copywriter actually does.
I thought I’d put together a post and show the ways that a great copywriter can really make a difference to the marketing output of a typical accountants practice.
What is a copywriter?
Let’s deal with the word first of all. What exactly is a copywriter?
Well I suppose the best definition is that we are wordsmiths.
We work with words in the same way as accountants work with numbers.
Think about all of those little tricks and tips you have picked up over the years, dividing by 9 to see if the difference you are seeing is a transposition error, making absolutely sure that balance sheets actually balance etc.
All of these tips go towards making you a brilliant accountant and much better and quicker at doing the work for your clients.
Copywriters are the same.
A good financial copywriter will have a basket full of techniques that they can bring to bear to help your marketing shine.
Now not all copywriters are equal, we all have our strengths and weaknesses and some might specialise in a particular area whilst others are more generalist in nature.
So here are the ways that using great copywriting for your accountant’s practice can really help.
Tip #1 – They will professionalise your website
This is probably the first thing that any potential client will look at when they are checking you out.
A great copywriter will refine your content so that it speaks directly to your target audience.
They will tease out the points of difference that will help you compare very favourably to the opposition.
They will also be able to make sure that your on-page SEO is up to scratch and that your website ranks as high as it should do.
Tip #2 – Developing your tone of voice
It may seem odd to suggest that writing on a page has a ‘tone of voice’ but it does.
Both completely different businesses, both very successful but with totally different language and manner.
A great copywriter will be able to work with you to make sure you are speaking your client’s language.
Tip #3 – They will write outreach mails that work
If you receive enquiries or if you buy mailing lists then you will need to speak to your potential clients.
A great copywriter will be able to craft a mail, whether that be snail mail or email, that will really resonate with the recipient.
Personally, I’d estimate that getting a copywriter to write your outreach emails will at a minimum double the response rate.
Tip #4 – They will be able to write content that really works.
Whether you are posting to your blog, adding content to social sites or sending out hard copy newsletters, a great copywriter will be able to produce the goods.
Truthfully, there’s no point in putting stuff out there that doesn’t deliver and one of the best ways of achieving a ROI for your marketing budget is to get great copy right from the start.
Tip #5 – They will be able to increase engagement with your current clients.
Everyone loves to feel like they belong and one of the best ways of ensuring that you retain your clients is by giving them that sense of belonging.
A great copywriter will be able to produce content that really speaks to your clients and lets them know that they are valued and an important part of the practice family.
Tip #6 – They will be able to increase your per client revenue.
One of the easiest ways to increase revenue and profit is to sell more to the same group of clients.
Having a specialist copywriter on board will give you the ability to introduce new services to clients who wouldn’t ordinarily take advantage of them.
By using carefully crafted case studies, white papers and ebooks a copywriter will weave in stories of how your services can really help add value for your clients.
Want a free guide to content marketing for accountants? Click the image.
Copywriting for accountants really does make a difference
You only get a sense of how good a copywriter is for an accountancy practice once they start producing really good content.
You’ll start to see enquiries increase, engagement take off and per client billing rocket.
Using the services of a specialist copywriter for accountants mean that you can forget about your marketing and concentrate on your day job.
Now where could you find one?