You wouldn’t think that marketing for accountants is anything like buying a tightrope but you would be wrong on so many levels!
Think about buying a tightrope – what are you looking for?
Would you buy from an established supplier or a chap you met down the pub?
Fairly obvious one I hope. I’d want to buy from an established supplier who had a good name.
Would you go for the cheapest option or would you want more protection?
You’ll never get me on to any form of tightrope but if you did then I’d buy the best I could get.
Would you prefer it if the tightrope turned up one day through the post, or would you like someone to walk you through the process of setting it up and any peculiarities of that model?
If there is anything different about the model of rope I had just bought then I’d want someone to tell me about it.
What happens if it goes wrong?
Good things or bad things?
Now transpose the tightrope to accountancy.
Would you want to use a chap you’d just met down the pub? I’d hope not (I’m aware people often do) but generally when they look for accountants they want someone they can trust.
Do clients value the cheapest option more? Nope. And this is I think where a lot of accountants make a mistake. There are too many cheapo bookkeeping firms out there to compete. But you can compete on quality.
Would your prospective clients prefer you to talk them through things or do they just want a no-frills service?
I guarantee you that they like the option of being able to talk to you about their accounts and future options. They may say they don’t but…
Do good or bad things happen if you are useless?
BAD BAD things happen if you buy a tightrope from a company that is useless.
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So what has this got to do with marketing for accountants?
Your marketing needs to point to all the good things that accountants can do and why it’s a bad idea to buy the finance equivalent of a tightrope from a man down the pub.
What people are looking for is someone they trust, who has their welfare at heart and who will be available to talk with them about any issues that are coming up.
If you can satisfy these needs in your marketing then you are away.
This is how I help accountants with their marketing
I can help you organise your marketing plan, I can write the content and I can manage the whole process.
It’s entirely a matter for you how much of my services you want to buy and what aspects you want me to look at.
The best thing is to get in touch and let’s have a chat to see if I can help