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Post details: The Marketing Klutz

07/16/08

Permalink 07:21:03 am, by dave Email , 461 words, 984 views   English (US)
Categories: CPA Marketing | Tax Marketing For Accountants

The Marketing Klutz

Last weekend - I was a klutz.

I stubbed my toe on a curb, turning a toe purple...

I banged my knee on a cabinet, bruising my knee cap.

But these painful experiences carry a lesson.

In both instances, I was distracted and not looking where I was going. The result: PAIN.

Physical pain is one thing - when it's a simple bruise, the pain passes in a couple days.

But when you have pain like not having enough clients to pay the bills, or provide for your future, it can last for a while...

Until you figure out the direction you want to go, and start evaluating your progress in a systematic way.

Every successful accountant has followed a well traveled path to success.

So beware of klutzy marketing moves rob you of money and time.

Some of the klutzy marketing moves I've made in the past are:

* Not focusing on the direction of my firm
* Not being selective enough of the "right" prospects and clients
* Not measuring the results of marketing campaigns
* Wasting money on marketing methods that don't work
* Being lazy about marketing - in other words, taking a break
* Failing to properly and persistently follow up with prospects

After you objectively identify past mistakes, get clear on what you want.

Then identify the map to get you to where you want to go.

There are two main components you need to have in place:
1. The map
2. The directions

The Map:

The map is a clear picture of where you want to go. The firm you want to build. The clients you want to serve. The reputation you want to have in your business community.

The Directions:
The directions are the specific route or turns you need to take to get to your destination. It goes without saying that if you can avoid wrong turns, you'll get there quicker.

There is more than one way to get to a destination.
For example, in the great road rally "The Cannonball Run" -


the goal is to get from New York to Los Angeles in the shortest amount of time. Some racers take the Northern route through the Dakotas, some take the Southern route through the Southwest. Both will end up in Los Angeles. If you're following an old map, you're more likely to make a wrong turn and waste time (and money on gas!)

Right now, I'm putting together a new "Map" and "Directions" to help you market your firm. Stay tuned over the next weeks as I reveal more details...

Dedicated to your practice,
David Rachford, CPA

P.S. Feel free to share your comments below on what marketing steps you've found to be helpful or a waste of time and resources! Comments make this blog more fun!

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