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. […]
Proper delegation builds partnerships
Proper delegation builds partnerships was previously published in The Bottom Line, Education for Accountants, Mid-May 2016. There are many different ways to delegate, some just barely get the job done and others represent best management practices. A few of the prototypically, less effective methods: Dropping a file on someone’s desk and telling them that it’s […]
Collaborative value of a marketing consultant
Collaborative value of a marketing consultant was previously published in The Bottom Line, Government / Compliance, March 2015. There’s a wide range of possibilities between just going where the wind blows and deliberately determining the future of an accounting practice. But are accounting practices aware of where they land on this spectrum? If they […]
Setting the stage for a business retreat
Setting the stage for a business retreat was previously published in The Bottom Line, Government / Compliance, March 2015. It’s the rare accounting firm that’s had a great experience with a retreat. But, for those few and far between firms, the event holds a sacrosanct position on the calendar. Partners look forward to it long […]
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 […]
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 […]
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 […]
Image a Cornerstone of Success for Accounting Firms
Image a Cornerstone of Success for Accounting Firms was previously published in The Bottom Line, Mid-September 2008. Only twenty short years ago, branding strategies were the exclusive domain of large, blue chip companies. Today, branding is being embraced by a growing number of entrepreneurial professional practices and other small to mid-sized businesses. The Internet was […]
