|Advertising your Accounting firm and attempting to interest business owners about Accounting services has, for decades, been a hopelessly inefficient method of marketing. Learn why this is and how you can save thousands of pounds by...|
|HDK Consultants USA Inc.|
This is how traditional marketing principles waste your hard-earned monies in advertising Accounting services with no results
To find potential clients, you need to communicate to your target audience in some way. Without such communication it isn't possible to get contacts with prospective clients.
But why is it that when you advertise, you get little or no results? What makes advertising so inefficient and all but USELESS when it comes to obtaining potential clients?
And, if advertising doesn't work at all, then HOW is one to get potential clients?
Quite a dilemma, isn't it?
Well, you know what the ad agency people and media space salesmen tell you: "It's a long-term investment to create a high-quality corporate image..." and so on.
Quite frankly, it's a load of rubbish.
Advertising and marketing are normally considered to be inexact sciences, grouped together with other subjective subjects such as art and literature, as opposed to exact sciences such as mathematics, Accounting, and engineering.
In exact sciences, something either is or isn't as it should be. You cannot prove a miscalculated equation right by insisting that in your OPINION, it is right. An engineer's insistence of his own rightness doesn't change bridge that doesn't have the structural strength intended.
But in art, opinions are what really matter. An ad campaign that wins one of those numerous awards that the advertising industry rewards itself with is "proven" to be excellent - simply because it's their "expert opinion" that it is. Never mind that it didn't bring any RESULTS for the guy who footed the bill...
You don't HEAR results discussed when advertising is evaluated. It's only the OPINIONS of people on how it looks, how they like it - not what it produced in tangible results!
Yet, advertising - just like any art form - is COMMUNICATION. The purpose of an ad message is to communicate something to the right target group.
But here's the thing: Communication of such commercial nature is USELESS unless it is...
...by the recipients. Unfortunately, present advertising is based on the traditional principles of marketing and it doesn't create ANY of the above effects. So, it doesn't really communicate, although that's the primary goal of it.
By the way, when I say "useless" I mean "it gets you NOTHING in exchange for your investment."
Creating clever messages with fantastically beautiful visual layout can have other purposes. It is quite all right to be a patron arts and support aesthetically pleasing works of art created - just as long as you KNOW that your exchange will be the pleasure of it and expect nothing of commercial value in return.
But it's NOT all right for someone to expressly sell you a service of COMMERCIAL value and assert / let you believe that it will bring you CLIENTS, allowing you to expect commercial results in exchange for your investment... and then not deliver it to you.
Whether or not ad agencies actually follow up on what RESULTS their clients obtain with campaigns created, whether they knowingly or unknowingly continue to sell their services under what a cynical mind could claim to be false pretenses... is really beside the point here.
The point is that no matter HOW it is sold, advertising Accounting services doesn't usually bring any tangible results.
Nothing to deposit on your bank account.
Thus, the money you invest in advertising is likely to be wasted, giving you practically nothing in return. And that's the point you should be aware of when you're offered various advertising opportunities.
Advertising of Accounting services is inefficient simply because it is based on wrong assumptions.
These assumptions, defended heatedly by advertising expert, are directly derived from the basic principles of traditional marketing.
The wrong positioning in advertising Accounting services
The purpose of advertising Accounting services should be to create interest for your services. Only it doesn't - not the way it's done today.
It all comes back to the positioning theory. Positioning is a marketing subject in which you COMPARE the item of sale to those of competitors' and then "position" yourself somewhere in comparison to the rest of the field.
To do so, one must first IDENTIFY one's service as similar to those of others, then point out how it DIFFERS from those... and finally, claim a position on the "product image ladder" - in other words, state whether you're better than most or perhaps the best of all.
To simplify the principle, traditional Accounting service advertising says "we're just like other Accounting firms, only better."
The normal principle is to claim the highest position on the product image ladder and say that you're the best.
This isn't believable to the business owner looking for an Accounting firm. For decades, every firm has claimed to be the best, resulting in total disbelief in the eyes of business owners.
Continued for decades in advertising of most every industry, these self-claimed statements of high quality have become something of a "secret code" proving untrustworthiness.
Instead of creating trust and interest, these claims make most members of your target audience suspicious. Statements of one's own superiority are received as self-aggrandizement and boasting, experience generally as bad manners.
And it is the principle that's dysfunctional. It worked just great 50 years ago when advertising was new. But today, it's worn out its effect long since.
Thus, it doesn't work to claim you're the best - not in advertising, not straight off, anyhow. Nobody believes it. Thus, you're left with "we're just like any other Accounting firm," giving absolutely NO reason for the business owner to CHANGE Accountants, see?
Now, there are many creative people producing very clever ways of stating these claims in a different and new manner. Some of these are very high quality indeed. They're clever, witty, interesting, funny, and absolutely fabulous.
The only problem is that they don't work!
See, it really doesn't matter how well you try to HIDE that same old message - it's still the same old approach, not the tricks, that produces the results or lack thereof.
That's why advertising doesn't work the way it used to way back when.
Decades ago, there wasn't all that much advertising. After the war, there was a severe shortage of goods and advertising was simply a way of letting people know something was AVAILABLE. Everyone knew it was SCARCE and thus, if you wanted it, you had to get there fast.
When production started catching up with demand, advertising was the prime source of information to a product-hungry population.
Now, the gist of it was to give out lower price for readily-available goods. Next came product development and now the buzz word was quality - our product would be an improved model of this or that.
Advertising was a novel idea. Only a few companies advertised. And there was a scarcity of products and services.
Today, there's an overflow of products and services offered to the public at large. The average person is targeted by hundreds of advertising messages DAILY.
Still today, most advertising claims to be the BEST, the most inexpensive - and presupposes that people will flock to buy simply because they're TOLD where to get the products or services.
When advertising took the wrong turn in its development
When advertising was young, it had a novelty value. It was new and it was interesting. People were starved for all kinds of new things and advertising offered a free source of information on these desired items.
New retail outlets popped up in huge numbers to supply for this demand. And they all adopted the successful actions that lead to lots of sales. Thus, there was more and more advertising.
Somewhere along the line, the market reached a new level of saturation. Everybody had gadgets and thingamajigs aplenty already.
The huge vacuum or craving for goods got fulfilled adequately and people bought less and chose with more care. Prices started rising. The demand took a turn for the worse.
There was much more advertising and its informative value was lowered. The mere message of "we have gadgets to sell" became old news. Advertising availability didn't bring clients any more.
New, more efficient ways of advertising had to be created to get the same response. Fresh ways of active selling were created to go with the advertising. Hard-sell was born, closing techniques became the great new thing of commercial life.
Media started merchandising ad space more aggressively, giving bargains to businesses on campaigns. There was yet more advertising.
The messages started using ENFORCEMENT techniques derived from psychology. PUSH, bend, shape the mind, implant suggestive messages... all that jazz.
It became a battle of wills between he who sold and he who was targeted. A whole industry was born just to create new versions of the same theme - how to MAKE people buy things - and that's the road we are still on today.
Picture how many MILLIONS of times an average business owner has been "hit" by a commercial message like this. He knows they're trying to overpower his own decision and free will.
By now, he can smell it a mile away. By now, it is repugnant to him in ANY shape or form.
Obviously, starting on the road of FORCING people was a wrong decision. It's easy enough to see NOW, with the benefit of big rearview mirrors.
Now, all you can do is to see how inept and dysfunctional the traditional marketing principles have become. And you're left to handle the mess they've created...
The mind-game principle doesn't work in marketing Accounting services
Advertising tries to use the subconscious mind of people. Making a product appear "familiar" by all manner of hidden tricks makes the housewife pick up this brand of product instinctively.
This may well work with some consumer products for sale nationwide at countless retail outlets.
But it certainly doesn't make anyone sign onto the services of a small Accounting firm.
Theoretically it might be possible - but definitely not profitable. However, you would need to invest millions into advertising before that effect would be created.
Unless you're one of the Big Five, I don't think you want to risk a fortune on such a weak theory. And why would you, when there are much more effective methods to achieve better results in small scale and without risks?
In offering Accounting services, there are no mind games that would get you clients.
Changing Accountants is a big decision for an average business owner and he won't make it "subconsciously."
To get him to change you need to give him a REASON to do so.
Braking out of the status quo created by traditional marketing
To create a reason for a business owner to change Accountants, you must work within his own willingness and power of choice. There's no way to FORCE anyone to use YOUR Accounting services.
Legislation forces businesses to have monthly and yearly accounts done - but it gives no ruling on which Accounting firm is to do the work.
This is a small but vitally important point.
The growth of the Accounting Industry has, to a large degree, been dependent on the principle of "average division of automatic clients."
With this I mean that most firms rely on the "mandate" that the compulsory bookkeeping and tax filing create.
In other words, since every business is forced to have monthly and yearly accounts, file taxes and so on, then each Accounting firm will automatically get its share of this work.
And that's how it USED to be - and still is, to a degree. It is commonly known that the older your practice, the more clients it has on the average.
But that is changing rapidly. Accounting, just like any other industry, has grown beyond the demand so that there's absolutely NO shortage of Accounting practices in any area in the country. Competing with lower price has become quite normal.
Clients are looking for cheaper services.
Many choose an Accounting software, thinking that's all there is to Accounting and they might as well do it on their own.
These only serve to LOWER THE QUALITY of Accounting services these clients receive because they just look for ways to diminish the COST of this mandatory keeping of accounts.
The traditional marketing of past decades - all of us just waiting for our share of the cake - has almost completely failed to impress the importance and routinely use of accurate information that an Accounting Professionals could derive from the accounts.
In fact, surveys show that business owners hardly KNOW what benefits they could obtain from a tailored Accounting service, let alone USE the services to ease their burden.
And that's not even the worst of it. Surveys also clearly point out that there's a widespread thinking among business owners that "all Accounting firms are the same." So - why bother changing, right?
Today, this "equal division of the clients" -theory only works if there's a cartel. In other words, every Accounting firm in one area must agree not to "rock the boat" - just have the same message, same pricing and all that.
If there's a single breaking out from this alliance, if one single firm starts using MODERN marketing technology to sell its Accounting services... it would collapse the whole principle of evenhanded division of clients.
This careful status quo exists only because we're all so utterly convinced there is NOTHING EFFECTIVE to be done to actively start getting more new clients.
Saving your hard-earned pounds - not marketing at all - makes it easier to make some kind of a profit even with lower hourly rates.
And that's all thanks to the traditional marketing principles that have so thoroughly defeated our every attempt to break out of this uneasy union of "no marketing - no competition."
Thus, the WHOLE industry goes up or down - and we, the individual firms, inadvertently follow the trend. Those that don't can obtain new clients in ANY economy, no matter which way it's going!
Let me say put it in no uncertain terms:
If YOU want clients, if YOU want to escape from having the industry (= competitors) dictate the future of your firm... you've reached the end of a road with traditional marketing of Accounting services.
Modern marketing of Accounting services
Today and with the help of Modern marketing of Accounting services, there's no reason why you should wait years or decades for your share of clients. And you don't have to bother with what the competition thinks - you can get clients in any market, up or down.
Today, the mere EXISTENCE of your firm and the availability of Accounting services won't get you clients any more.
That was the basic philosophy and idea of traditional marketing - but it has been rendered useless years ago.
Instead, you must utilise the needs that businesses PRESENTLY have.
To do so, you have to ENLIGHTEN business owners on how to utilise Accounting services to their benefit. And to do that, you must have a message that is...
...by the recipients.
Modern marketing of Accounting services doesn't approach the target audience with any sales-oriented message.
Instead, it aims to establishing a dialogue with each business owner on subjects that interest HIM, taking HIS viewpoint on issues.
The use of traditional marketing way past its effectiveness has created a lot of reservations toward ANY approach from an Accounting firm.
This is what we must recognise as the present situation and that's where we must START if we ever wish to change the state of things.
That's where the Modern Marketing of Accounting services starts.
First, we must HANDLE the situation that's there - the upsets, the lack of knowledge - and thus, create a good platform for next actions.
All you need is the knowledge of what works today
We have surveyed the target audience of small to medium sized businesses and found you the exact subjects that interest the decision-makers.
We have the likes and dislikes of these business owners, their disappointments, suspicions and certainties concerning Accounting firms and services.
We have the highest-valued Accounting services defined that will interest the majority of business owners.
We have extensively tested forth the proven methods and messages to GET a constant flow of potential clients - to break out of that status quo of no-marketing.
And I have a bit of good news for you:
By actual use of this technology in countless smaller practices, we have established that you can DOUBLE your profits once you get the business owners to realise what he can benefit from your services... and get him to USE the information.
It isn't that businesses refuse to pay for something valuable. It is that with traditional marketing philosophy, we've always ASSUMED the average business owner understand Accounting and knows how to use the information we produce for him!
And does it have advertising in the traditional sense of the concept?
Well, not really.
You don't actually NEED advertising in this day and age of Modern Accountancy Marketing. It's a waste of money simply because there are other ways to achieve BETTER results at a much more cost-efficient way!
To get a briefing
on these methods, CLICK HERE to read about the Modern Accountancy
Marketing & Sales Course that gives you the complete solution
to start obtaining new clients profitably at the rate you want!
- Monthly Financial Consulting Service: Introducing the proven superior BASIC accounting service that will give you a steady flow of new clients: The MFCS practically sells itself!
IF there was a way to ensure that clients understand and use the information they receive from YOUR basic Accounting service... you would have a mile-long queue of business owners outside your door, all begging for you to accept them as new clients!
CLICK HERE to read how to start delivering a basic Accounting service that 85% of business owners consider so valuable that they would immediately start considering a change of Accountants if they thought it was available...
How to ware your Marketing Hat with a creative, results-producing viewpoint?
As the owner of an Accounting firm, you have many separate tasks and hats. In this article, we examine how easily one can think about marketing "wearing the wrong hat"... and how to avoid the inevitable cost...
Why not offer what businesses want MOST?
51% of small businesses turn to their Accountant for advice...but are we WASTING this natural demand by NOT advising SMEs on the most make-sense and NEEDED areas of enterprising... just because they don't know how to ASK FOR IT?
Packaging Accounting services into highly desirable products
What on earth is PACKAGING? Well, it's the first and most important part of marketing... something without which you will have enormous hardships in getting your services sold effectively because you're not utilizing the PULL that's there. If you read nothing else from our web site, PLEASE read this...
Instead of paying thousands, how about GETTING PAID for marketing your Accounting services?
In your wildest dreams, have you ever imagined that marketing your services could DIRECTLY BRING INCOME instead of costing an arm and leg?
No, you didn't misunderstand and there's no mistake here... and it's not a wild scheme but something a growing number of firms are employing today...
Looking for inexpensive marketing ideas for a small or startup Accounting practice?
A small Accounting firm has some very speficic requisites for any marketing system. Otherwise, you're playing with the very survival of your practice.
There are certain simple basics on how to EVALUATE Accountancy marketing systems on whether these really have what it takes for you to get new clients.
Making use of normal people in selling Accounting services... or are you planning to do it yourself forever?
Read this article to find why it's seemingly impossible to get someone to sell your services successfully. Once you KNOW, you can actually DO IT...
EXPANSION-MINDED OR NOT? Why not take this tongue-in-cheek test to measure your readiness for expansion...
Expansion doesn't just happen like a lightning out of blue skies. It requires favourable circumstances... Here's a test for you if you have what it takes to BITE bite into this hot chilli pepper...????
Ready-to-use tools for finding prospective Accounting clients and to present & sell your services successfully:
What's all the fuss about ready-to-use tools for marketing & selling Accounting services? What's the difference if these are NOT software solutions then WHAT are they?
The biggest trap stopping you from obtaining Accounting clients at will...
There's an insidious, invisible TRAP into which we've all fallen. If allowed to remain unnoticed, this trap mechanism will effectively keep any Accounting professional from ever gaining the ability to obtain clients at will.
Knowing the anatomy of this insidious trap (and knowing how to get out of it) is probably the most vital piece of knowledge for unleashing your true potential in acquiring new clients at will.
Why you can't find anywhere NEAR as many prospectice clients as you want:
If only you could FIND MORE PROSPECTIVE CLIENTS...
Why does it appear impossible? Why do you get SO FEW referrals and prospects? What's causing this?
Well, chances are you've totally overlooked the biggest source of prospective clients in your area!
Pricing Accounting services at value... but what's the value to clients?
Pricing your service by hourly rates will always result in lots of upsets and unnecessary explanations.
Why not adopt the principle of charging for availability of advice and at the value your expertise really represents to clients?
How can you CREATE that value in the minds of your current and future clients? Its not all that hard if you know how to do it...
Do you KNOW what what business owners think about, value in, and want from Accounting... or just THINK you do?
Are you LOSING THOUSANDS by assuming business owners think the same way you do about Accounting services? Could it be that their viewpoint is very much different?
One thing is for certain: If you align your marketing message to meet EXACTLY what business owners want from Accounting services, you will start gettin a lot of new clients. Read why most Accounting firms are SO CERTAIN THEY KNOW while they still can't get new clients...
Accounting service marketing: Getting your message across
Why is it so difficult to get ANY response to marketing letters, ads and sales promotions? What can you do to change it?
Why "hiring a marketing expert" won't cut mustard if you want new clients...
One of the most common misconceptions among mid-sized Accounting firms is to think that all they need for marketing is to hire a marketing expert.
But that's really like solving a transportation problem by hiring a chauffeur and forgetting that he needs a VEHICLE to drive before any results can be hoped to be obtained...
So you're looking for a faster, easier solution to finding new Accounting clients?
Many Accounting professionals in public practice don't really want to get involved in marketing and sales that much. Instead, they're looking for a fast and easy solution to finding new clients.
But BUYER BEWARE... does such a system EXIST at all? Well, many CLAIM that it does but if it sounds too good to be true...
-Vital necessity of troubleshooting-- When choosing a marketing system for your Accounting firm...
Learn the insider secret on how you can instantly spot a functional marketing system and reject untried and unproven systems. The secret lies in whether or not the system has TROUBLESHOOTING TOOLS...
Risk Management: Controlling the risks in marketing Accounting services
So you HATE cold calling and don't AT ALL believe in telemarketing?
Then JOIN THE CLUB... you're definitely not alone!
But is telemarketing really a waste of time and money... or is it simply that you need a completely DIFFERENT approach (and system) to get lots pf prospective clients for Accounting services by way of telemarketing?
Prospective Accounting clients through direct mailing?
Many Accounting professionals in public practice have tried their hand in creating sales letters. And most of us have had to give up for it's very expensive to find out that the letter doesn't bring results...
To get results, you need to use exactly the right words and concepts in your letter. And while it's not much of a secret, it makes a huge difference in response...
7 factors governing the success of Accountancy prospecting
You're 98% success... but to get a new client you need a hundred!
- FIGHTING BACK: How certain are you that it is impossible to get new clients for your Accounting firm in today's economic situation?
Midst all the bad news, it's easy to forget that an economic slowdown contains both risks and opportunities, just like any other. Doing nothing is the only certain way to ensure that the situation can do maximum damage.
In fact, during recession you can make a HUGE LEAP FORWARD in terms of increasing your clientele and income... simply because most of your competitors do absolutely nothing. All you really need is to have a marketing strategy that aligns with the economic situation.
How to SELL without having to use superlatives about yourself?
If only it was easier to sell...
Selling your own ability - yourself, in essence - is often not too pleasant. Using superlatives can be very embarrassing... and one can also argue that such salesman antcis don't go well with the image of an Accounting professional.
It's a paradox - if you tell the client how great you are, he might get turned off... but if you don't, he just won't know.
New Generation Accounting Service PRESENTATION techniques
The traditional Accounting service presentation has outlived its usefulness. It still works with referrals and some prospects, but if you are serious about getting a lot MORE clients, you'll want this amazing new technique...
Advertising & Marketing of Accounting services - a complete waste of effort and money?
Well, admittedly it often is. Why is it so difficult to get RESULTS from advertising or marketing campaigns? What's the catch?
Are you practical or not when it comes to selecting a marketing system for your Accounting firm?
How can you find out beforehand whether or not a marketing system is practical and easy to use? Is it possible to estimate how fast and easy it is to start using the system and actually OBTAIN the expected results... new clients?
Comparing Accountancy marketing systems: The ease of getting started and the degree of support
In selecting a practice management system for your Accounting firm, it is essential to ensure those offering the system have actually used it themselves...
THE DIFFERENCE between traditional and modern marketing techiniques for Accounting firms
Traditional Accountancy marketing has a lot of good and perfectly applicable parts and practices. But some parts are ineffective by now. Learn how you can get results by using the MODERN marketing tehniques...
You don't want to increase the NUMBER of Accounting clients but REPLACE a few with BETTER paying & more cooperative ones?
Sometimes the idea of increasing the number of clients isn't appealing for obvious reasons. Not everyone wants to expand through a vast clientele and take on the hassles of employing many people. A sole practitioner who's been in practice for a while usually has TOO many clients already... and too much hassle. The old 80/20 rule (20% of clients cause 80% of the hassle but not of the income) can be beaten but it takes a bit of cunning.
How to sell advanced added-value Accounting services
Many Accounting Professionals have superb additional services to offer to their clients. But why are those added-value Accounting services, special consulting, valuation and other such excellent services so difficult to sell?
There's a very simple and logical reason for it - and once you know what the barrier is, you can effectively open the door to increase the sale of these additional services.
How to sell Accounting services: Getting your hourly rates accepted by prospective clients
Majority of business owners seek for low-cost Accounting services. Justifying reasonable hourly rates is a constant pain and source of disagreements.
There is a simple way to help your prospects and clients accept your fees...
Do you want to get a lot more REFERRALS for accounting services?
Referrals are the cream of all potential clients for an Accounting firm. They're easy to deal with and you can close almost all of them onto your services.
But why are they so hard to find? And how do you INCREASE the flow of referrals?
from contact to sign-on to follow?
to really GET results?
with TOOLS that require no training to use?
& sales activity of practical nature?
and troubleshoot problems?
independence to obtain new Accounting clients wherever you want?
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