Posts by Sarah Warlick
Same word + new meaning = different confusion
Happy 2020! It’s the start of a brand-new decade that’s sure to bring changes we can’t yet imagine. Turning points like this inspire language observers of every ilk to focus on how our common lexicon has evolved during the past ten years. Various language-focused organizations revealed their selections for 2019 Word of the Year (WOTY)…
Read MoreFeeling blue
As we approach the start of a new decade, many of us can’t shake an unsettled feeling. Whether the anxieties stem from global threats like climate change, civic turmoil or a more personal concern, Pantone offers a solution in the form of its Color of the Year 2020: Classic Blue. Classic Blue is the equivalent…
Read MoreWhat’s in a name? More people than you may expect
New words enter the English lexicon in all kinds of ways. They may originate in slang, migrate in from other languages, expand from regional dialects or even morph from brand names into general terminology (e.g. Kleenex, Xerox, Jell-o, Band-Aid, and Google as a verb). Some transition from the name of an inventor or researcher into…
Read MoreWhen vowels change: The Great Vowel Shift
What would you do if you woke up one morning and heard the people around you speaking a familiar language, but differently? If all their utterances made sense but were spoken…wrong, somehow, it could feel disorienting at the least. That’s more or less what happened in southern England during the 15th and 16th centuries during…
Read MoreLittle-known holidays provide marketing opportunities for CPA firms
It’s the birthday season! Well, it is in my household anyway. Our family celebrates the holidays that matter to us, and your firm can take the same approach. For example, April is Records and Information Management Month, and the third week is Organize Your Files Week. Given that the third week in April includes Tax…
Read MoreHow cats are like your marketing slogans (and how to fix it)
In honor of the day, we’ve invited a special guest blogger to share his unique marketing insights. While we haven’t yet adopted his strategies (in part due to child labor laws), we applaud his commitment to strong branding. By Roger Warlick Has your business found a great slogan to market its strengths, only to have…
Read MoreMaking the case for case studies
Case studies are among the most valuable tactics an accounting firm can adopt to enhance marketing. They’re often treated as nice extras to be added at some vague date in the future, but that’s a mistake. A well-written case study comes across as authentic, relatable, and highly readable. Even one case study gives such veracity…
Read More6 ways to use video on your website
Video is good for SEO. That’s a well-supported fact that most firm leaders recognize by now. What they often don’t see is how to use video naturally and effectively, so that it supports and complements other content. Sure, there’s the ubiquitous “Welcome to the firm” video on the homepage, but beyond that many site owners…
Read MoreThe secret life of ink
If you’re in one of the professional services, you probably don’t think a lot about ink. You know – the stuff that fills pens and printer cartridges and seems to cost more than it should. Fun fact: you’re not imagining those exorbitant prices. Ounce for ounce, ink costs more than blood on the open market.…
Read MoreWhere should accounting firms focus their social media efforts?
Even as more people question social media’s potential to negatively impact mental health, child development and personal relationships, the number of daily users continues to grow. How should accounting firms adjust their social media marketing efforts in the face of this ambiguity around the platforms we’ve all come to love (and hate)? Using social media…
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