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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...

- understood
- received
- accepted
- agreed upon 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.

- Tax return Sydney -


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...

- understood
- received
- accepted
- agreed upon 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!

Best wishes,

Harry Kafka
HDK Consultants U.S.A. Inc.
PMB 211, 411 Cleveland Str.
Clearwater, FL 33755, U.S.A.
Phone (727) 474 1206
Calls from outside USA: +1 727 474 1206

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-Accounting Firm Prospecting System Evaluation Points-

Does it have correct Approach in Prospecting for Accounting clients?

Does the prospecting system have a planned and tested route
from contact to sign-on to follow?

Does the prospecting system have ENOUGH of what it takes
to really GET results?

Does the prospecting system include a systematised method
with TOOLS that require no training to use?

Does the prospecting system allow for constant marketing outflow
& sales activity of practical nature?

Does the marketing system include a way to monitor results
and troubleshoot problems?

Does the marketing system put you in control and give full
independence to obtain new Accounting clients wherever you want?

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