Marketing
Your firm is not the solution
Does your firm proudly announce itself as a solutions provider? You’re not alone. In fact, ‘solutions’ is now right near the top of the trendy, overused buzzwords list. I’m sorry to be the one to break the news, but this word has joined the ranks of leverage, synergy and other wildly successful business terms that…
Read MoreClient interviews: Preventative medicine to maintain a healthy accounting firm
One of the key tenets of medicine is dealing with illness at an early stage, for everything from a virus to a cancer. By recognizing and treating the problem before it has a chance to take hold and spread, you can limit its potential to threaten the long-term health of the entire organism. While your…
Read MorePolly want an audio blog?
If you’ve been toying with the idea of adding an audio blog or other audio content to your WordPress website, you’ve now got an easy and cheap-to-free way to do it: Amazon Polly. Polly is a new service from Amazon that lets you create life-like speech based on written content, and there’s a WordPress plugin you can…
Read MoreBlack Friday sales hold a message for accounting firms
Online sales across Thanksgiving, Black Friday and Cyber Monday in 2017 blew away previous years’ revenues for the same period. That’s good news for American businesses, and an important wakeup call for accountants and other professional service firms. This year’s online sales amounted to $7.9 billion on Thanksgiving and Black Friday, a 17.9 percent increase…
Read MoreNewsletters: An Underappreciated Business Development Tool
You’ve probably heard that you should publish a newsletter. Maybe it was your marketing firm or in-house marketing staff who gave the advice; perhaps you read the suggestion in a marketing blog or book. Wherever it came from, the idea of a newsletter, though pleasant enough, often strikes busy firm leaders as a nice thing…
Read MoreUnusual Holidays for Exceptional Law Firms
Sending holiday cards to your clients is a thoughtful gesture that helps strengthen the relationship and lets them know you’re thinking of them. Many law firms – and other kinds of businesses – make a practice of sending cards to mark Christmas or Hanukkah, Thanksgiving or other major holidays. While it’s always nice to receive…
Read MoreIncrease Response Rates with These Email Closings
How do you close your marketing emails? This seemingly trivial question turns out to have a significant effect on the response your messages will get from readers. A new study from Boomerang explores the relationship between email ending words and response rates, and the results show that how you sign off makes a surprisingly strong…
Read MoreWhere Do You Go from Here?
Feeling overwhelmed by the many marketing options that accounting firms have to choose from today? It’s a reasonable response to almost limitless choices. A wide-open world of opportunities is a good thing, but finding your way through this abundance can feel intimidating. In honor of the new year, why not conduct a fresh assessment of…
Read MoreWho Wants to Go to Tonga?
Every four years, the world comes together to enjoy a satisfying bout of naked athletic international competition. No, no, no, not anymore. They’re clothed sporting events these days, although in the early days of the tradition nudity was involved. As of this past Friday evening though, a surprising number of viewers find themselves pondering the…
Read More3 Ways to Improve Your Marketing Using Psychology
Accounting marketing is challenging, in part because what you’re offering clients doesn’t easily lend itself to compelling photographs. Being inspired to purchase a product or service by great pictures isn’t a sign of immaturity or ignorance; it’s just a human trait. We’re inclined to desire what we can see because we can picture ourselves with the…
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