Why Marketing is So Important and How to Get Started – Part 2

winning clients Aug 08, 2021


Accountants and Bookkeepers find marketing so, so difficult. In my last blog post, I shared with you some of the questions that I get asked the most frequently surrounding marketing, as well as my answers to them. In this post, I’ll share with you what a plan for growth should look like.


What should a plan for growth look like?


There are a series of steps you can take to build a marketing plan:

  1. Be really clear on your vision – what do you want your firm to look like when it’s finally done at the end of your journey. Where do you want to be 12 months from now? Once you know where you’re going, you can start to create a strategy.
  2. What is your marketing strategy? That means you need to be crystal clear on what your ideal client looks like. Have that in writing and share that with the whole team.
  3. You also have to think about your positioning statement. So, now you know who your ideal client is, who you’re targeting, what are the words...
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Why Marketing is So Important and How to Get Started - Part 1

winning clients Aug 01, 2021


Accountants and Bookkeepers find marketing so, so difficult. Over the next two blog posts I’ll share with you some of the questions that I get asked the most frequently surrounding marketing, as well as my answers to them.


What are the obstacles to marketing?


There are 3 main obstacles that we need to overcome in order to unlock the power of marketing:

  1. Lack of knowledge – As accountants and bookkeepers, we’re not taught marketing. We’re taught the technical skills for becoming an accountant, but not marketing. So, we need to acquire the knowledge as marketing is the most important function for any business. Without marketing we don’t have a business! Marketing is so critically important; it’s what differentiates us from everybody else.
  2. Lack of interest – Marketing is so important, but as trained accountants it’s not our primary interest. We have to overcome that and become fascinated with marketing.
  3. Too busy ...
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Video VS. Live: Why Going Live is SO Powerful

Historically, we have tended to do everything with our clients on a one-to-one basis. However, in the past few years, the world has changed massively. We’re increasingly moving online rather than meeting face-to-face, and this opens up new opportunities for scaling this process and delivering value one-to-many.


In the last blog post I took you through 9 different ways you can utilise video so that you increase your value and come across as the expert. Now, I want to take that a step further and think about the benefits of going LIVE. That is, the benefits of webinars and live streams to social media.


Video is great for so many reasons, and there are so many ways that you can use video to build value. But going live is even better still.


Scaling one-to-many


With live streams and webinars, you can reach a much wider audience than typical one-to-one communication with clients. If you have an update about your work, let your clients know...

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9 Different Types of Video to Make You Stand Out Online

In the past year and a half, the world has changed massively. We’re not having as many face-to-face meetings and interactions. Instead, the need to stand out and communicate with confidence online is rising as our interactions increasingly move online. And this online world isn’t going away. So, we have to learn to adapt so that we can be seen as the experts in our field and stand out from the competition in this new online world.


In the last blog post, I covered 7 key areas for better communication in the online world. Now that you know the basic standards for creating online content, I want to share with you the 9 different kinds of video that you can utilise to stand out online and position yourself as the expert.


Why video?


You may already know that video marketing is one of the most powerful forms of marketing, particularly in this profession. That’s because we’re in the people industry. The reason your clients buy from you is...

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7 Key Tips For Better Communication in the Online World

In the past year and a half, the world has changed massively. You’re probably finding right now that you’re not having many face-to-face meetings. You’re having meetings over Zoom, or on Microsoft Teams. And this situation isn’t going to change in a hurry, this online world isn’t going away. So, we have to learn to adapt so that we can be seen as the experts in our field and stand out from the competition in this new online world.


In the last blog post, I explained the Power of Context – how the way that you present yourself online affects how much clients are willing to pay you. Now, I want to share with you 7 essential tips for improving how you communicate online. By improving these factors, you play into the Power of Context concept, supporting your expert positioning so your clients see your value and pay you more – pay you what you deserve.


I recommend going through each of these 7 factors and scoring yourself from...

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Bringing the Power of Context to the Online World

In 1983, behavioural economist Richard Thaler did an interesting experiment involving beer. Thaler had a group of people in the study, and essentially, he wanted to find out how much they were prepared to pay for a particular bottle of beer. The product was the same for everybody, it never changed, the only thing that changed was the way it was sold.

Thaler found that people were willing to pay a very different price depending on where and how the product was sold. This is called the Power of Context. If the beer is being sold in a messy corner shop, stacked in a dusty corner, people are willing to pay a much lower price for it than if they bought the exact same beer next door in a hotel bar, cold from the refrigerator. Likewise, they would pay more for the cold beer on a hot day than a cold one, sometimes even 2 or 3 times the price! Simply changing the context in which you are selling can raise prices.

Another study in 2002 from price psychologists Adaval and Monroe tested this...

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"I Don't Have Time to do Marketing!"

Recently, one of my students – Cathy - left me this question in my Facebook group:

“I need to do more marketing but I don’t have the time. I’d love to outsource it but I don’t know how to hire someone because I don’t know all of what I need – it’s a catch-22! Plus, I don’t want a regular digital marketing agency, I would prefer my own offshore marketing employee. Any suggestions on how to get good people in that area, especially as I don’t know how to judge their work performance.”

My first response to this is to avoid the big mistake we tend to fall into when we hire people…


 You can watch the video here...


You need to learn


 Michael Gerber talks about this in his book ‘The E-Myth Revisited’ – he calls it abdicating responsibility.

This is when there is a function in your business that you don’t want to get involved with because you are too busy or...

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How to Get High Quality Appointments Consistently

We meet with potential clients all the time. Sometimes face-to-face, more recently it tends to be online through online meeting software like Zoom.

We meet with people because we are in the relationship industry. We want to work out if the client is right for us and also if we are the right fit for the client.

Meetings are the heart of our sales process. It’s how we convert brand new leads into paying clients.

Without a system, this process can be a bit chaotic.


You can watch the video here.


Systems are so important


Your system will help you to position yourself as the expert and attract the right sort of people – the sort of people you want as your clients.

With a great appointment generation system set up in your firm, you will start to meet with better quality clients.

If you build into your system a pre-qualification process, you will also avoid wasting time on bad clients, tyre-kickers and PITA clients that are just not right for your business...

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Winning New Clients Might Not Be the Answer to Your Growth Problems

I recently got an email from one of the members of the Value Pricing Academy.

She’d just attended one of my live webinars where I was sharing my own story about how, when I started my accounting firm back in 1996, I grew from 0 to over 200 clients in just a few years.

Here’s what she said in her email…

“Hi Mark,

Today’s session was again full of great content.

Mark, you mentioned 4 prospects a week.  Where I am located, I’d love to have 4 prospects EVERY month. Some months we get 4, then we go 2 or 3 months without any.

I am currently reluctant to do much marketing because of staffing issues. My fear is getting too much work and not being able to handle it all…”

I know exactly where she is coming from.

I made the mistake myself in my firm of becoming obsessed with winning clients. I thought that having a successful practice was measured by growth and being as big a firm as possible.

These thoughts are common because of the...

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How To Avoid Tyre-Kickers and PITA Clients

Do you ever go out to meet a new potential client and during the meeting you start to realise they are just a tyre-kicker, they just want the cheapest - those clients are a pain. My American students call them PITA clients (see if you can work out what that stands for).

When I started my accounting firm back in 1996, probably around half the meetings I went to were a waste of my time.

Our time is precious. Not Every Client Is a Good Client. So, how do we deal with these time-wasters?


You can watch the video here to find out.


I’m going to share with you 3 strategies for avoiding tyre-kickers and PITA clients… (if you want to know a 4th, you can read this blog too: How To Pre-Qualify Clients And Avoid Time Wasters)


#1 - Positioning


Think about your website. Think about the wording on your website.

What is the message? Have you made it clear who your ideal client is? Or, like most accounting professionals, does the message say that you are...

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