Video marketing the next frontier after social media conquered – for accounting firms was previously published in The Bottom Line, Starting Your Own Firm, November 2016. This is a reprint. This past February, YouTube celebrated its tenth anniversary. Six months into its launch year, Google purchased the site for a mere $1.65 billion USD. […]
Lack of focus, message can kill plan
Lack of focus, message can kill plan was previously published in The Bottom Line, Mid-September 2014. Considering the chances of failure for marketing plans — 50 to 75 per cent of the time by some estimates — firms could be excused for thinking it looks a bit more like a gambler’s game than a business […]
Accounting firms – Get strategic or risk getting lost
Get strategic or risk getting lost was previously published in The Bottom Line, Mid-September 2013. Options. They can swing doors wide open or gamble resources away. They can inspire us to act with urgency or be the cause of indecision and procrastination. The options to market an accounting firm have exponentially increased over the past fifteen […]
Top 10 Do’s of Social Media for Accountants and Other Professionals
I recently had the pleasure to speak about social media for accountants and other professionals at the CGA Ontario conference. From that talk, here are my top 10 do’s, along with examples of best practice. Top 10 do’s of social media for accountants and other professionals: Define your goals and action plan – As […]
Say it Loud, An Accountant and Proud
This article originally appeared in the Mid-September 2012 issue of The Bottom Line. At some point in their careers, all professionals have been the butt of a joke that invokes a stereotype: lawyers are liars, dentists are scary, engineers are geeks, naturopaths are witch doctors (seriously, it’s listed as a synonym in the thesaurus), sales people are scammers, accountants are boring … the list […]
Clients Don’t Care for Sea of Sameness – for Accounting Firms
Clients Don’t Care for Sea of Sameness was previously published for accounting firms in The Bottom Line, Mid-September 2011. What stops most accountants from becoming meaningful brands? Their self concept. Accountants that see themselves as not unlike their peers may not have fully nurtured, or even acknowledged, their own unique and valued difference. They may […]
Starting a Newsletter
Investment Executive just did a series on how to start a newsletter (in which I was quoted). Here are a couple of excerpts: From Create your own newsletter – Build visibility and credibility among clients and prospects: Your newsletter should build on your point of difference, says Bekhor… This uniqueness should come across in every […]
Expanding Your Centres of Influence
Anyone who has tried to craft an elevator pitch knows that a point of difference can serve as a solid foundation to one’s networking efforts. But did you know that the very same point of difference can also help you to expand your centres of influence? Here’s how, taken from an article at Investment Executive […]
In Unstable Times, Display Your Stability
In Unstable Times, Display Your Stability was previously published in The Bottom Line, Mid-September 2010. The economy seems to be recovering, nevertheless, at least for a while now, most of us are expecting a bit of a bumpy ride. Since the ups and downs of the market cause parallel swings in our emotions, fickle times […]
Create Winning Formula for New Economy (for accounting firms)
Create Winning Formula for New Economy (for accounting firms) was previously published in The Bottom Line, Mid-September 2009. As hope gradually emerges that the end of the current recession is near, the accounting profession faces a brave new world that will be defined by a changed, and perhaps, ever-changing economy. Companies are running leaner. They have […]
