Why accountants should stop selling advisory services By Patrick McLoughlin I was on a webinar a few weeks back, focused on helping accountants to grow their ‘advisory’ services. The central message was:  ‘Advisory is an optional service, so you have to be good at sales and marketing.’  That’s very damaging… read more →

By Lee Frederiksen “Why isn’t our marketing working better?” “Where should we be spending our marketing dollars and time?” “How can we grow like some of our competitors?” If these are some of the questions that you have asked, I invite you to continue reading to get some answers. Hinge… read more →

How to differentiate your accountancy firm There’s so much written about how to differentiate accountancy firms.  But most of it is too shallow to help you stand apart from the crowd.  So here’s a deep dive into the problem, the cause and a clear plan to carve out your own… read more →

Marketing for Accountants : Old World Vs New World By Patrick McLoughlin Accountants of all people, don’t need telling how the world of work is rapidly changing, especially if you’ve been in practice a decade or more.  The same goes for marketing for accountants.  In many cases what worked 20-years ago doesn’t… read more →

Accountants Marketing Part Two: Your About Us website page Last week, in the first part of this blog, I talked about how we relate, and are drawn to people that share our beliefs and values.  How our ideal clients are more than a set of statistics: industry sectors, turnover range,… read more →

Vanilla’s a killer, marmite rules in perfect client attraction By Patrick McLoughlin This article was originally published in the AAT’s magazine, Accounting Technician. To read more of Patrick’s articles in Accounting Technician just click on the links below:   To attract your ideal client, put yourself in their shoes Your website… read more →

Your website is making me sleepy This article ran in the AAT’s magazine: Accounting Technician in July 2017. To read more of Patrick’s articles in Accounting Technician just click on the links below:   To attract your ideal client, put yourself in their shoes Vanilla’s a killer, Marmite Rules in perfect… read more →

To attract your ideal client, put yourself in their shoes This article was published in the AAT’s magazine, Accounting Technician in December 2016. To read more of Patrick’s articles in Accounting Technician just click on the links below:  The evolution of the bean counter Vanilla’s a killer, Marmite Rules in… read more →

The Evolution of Bean Counter to Adviser Below is the unabridged version of the article that ran in the AAT’s magazine: Accounting Technician, in the 2nd quarter of 2018. By Patrick McLoughlin ‘We want an accountant who can help us create beans rather than simply count them: can you do… read more →

Part One: Accountancy Marketing Polarity You are committed to building a client base you love working with – and pay you a premium.  You’ve even put together your ideal client persona. For the first time you feel you can pick your perfect client out of a crowd by what they say… read more →