The Secret Formula for Getting New Clients

The 16-step plan to focus on landing one new client at a time.

By Bruce W. Marcus
Professional Services Marketing 3.0

Here’s a little secret about accounting marketing: It always comes down to selling the individual clients – one by one.

More Professional Services Marketing 3.0: What We’ve Learned Since Accounting Marketing Was LegalizedDo Accounting Firms Really Want an ‘Image’?What Accounting Firms Need to Learn from Personal Financial Planning Specialists The Delicate Art of Positioning Your Firm in the Mind of the ProspectEven a Random Disaster Can Be Controlled with Risk Management

You can talk about strategies, and image, and niche marketing and branding. You can talk about blogs, and social media, and press releases and webinars. But it always comes down to selling the individual clients – one by one.

Well... if you're going to have to do that anyway, why not start with target marketing to begin with? READ MORE →

What We’ve Learned Since Accounting Marketing Was Legalized by the U.S. Supreme Court in 1977

For good, bad or indifferent.

EDITOR'S NOTE: This article originally appeared in the September 1980 issue of The Virginia Accountant. It is one of the first articles – if not the very first article – on the advent of legalized marketing for accountants after Bates v. State Bar of Arizona. It is as viable today as it was then.

By Bruce W. Marcus
Professional Services Marketing 3.0

When, a few years ago, the codes of ethics were changed to allow straightforward marketing by profes­sionals, there came into play a new configuration of circumstances and activities that will reverberate throughout the accounting profession for years to come.

Bruce W. Marcus
Bruce W. Marcus

More for CPA Trendlines PRO members: Do Accounting Firms Really Want an ‘Image’? What Accounting Firms Need to Learn from Personal Financial Planning Specialists The Delicate Art of Positioning Your Firm in the Mind of the Prospect

For generations, concepts of probity have pervaded public accounting. Accountants were to be not merely independent, but well beyond the fray of public quarrel of exposure. The sword of the CPA has always been independence and, it was long felt, independence is compromised by public debate. And now comes mar­keting, the crux of which is visibility. READ MORE →

The Three Degrees of Risk

R-I-S-K: It’s amazing that so simple a four-letter word can be so complicated.

By Bruce W. Marcus
Professional Services Marketing 3.0

Bruce W. Marcus
Marcus

There are risks with dire consequences and risks with negligible consequences. There is risk in every human enterprise; in every trade or endeavor. We take risks, in varying degrees (and sometimes unwittingly) every day of our lives. There is even risk inherent in getting out of bed in the morning. But what – on any level – does risk really mean? Can risk be tamed? READ MORE →

When a Happy Client Isn’t Enough

4 essential habits for building client trust.

By Bruce W. Marcus

In the firm with a strong marketing culture, getting the client is only half the battle. The other half is keeping the client. It’s done with more than just doing good work. In fact, most clients, surveys tell us, don’t really know how good or how bad your work is. Why should they? It’s not the business they’re in. They have to trust the accountant.

Bruce W. Marcus
Marcus

More Professional Services Marketing 3.0:The Four Cornerstones to Building A Marketing CultureThe Nine Hallmarks of a Marketing CultureGetting the Client is Only Half the BattlePractice Development: It’s Not Rocket ScienceNine Fundamentals for a Healthy Marketing Culture in an Accounting FirmWhat Accounting Firms Need to Understand to Grapple with Radical ChangeSix Reasonable Goals for CPA Firm Marketing

READ MORE →