Today's Features

How to Fight COVID-19 ‘Fear’ and ‘Insecurity’

Crisis Management Strategies with Jean Caragher

“We need to show more empathy than normal because there is a level of fear and insecurity going on,” Jean Caragher Caragher, CEO and founder of Capstone Marketing, says in this exclusive CPA Trendlines video interview. “CPAs can be those leaders to spread a calming influence.”


Value Pricing in Uncharted Waters

Businessman sitting on scales with stack of coins in other trayAnd when hourly billing and fixed fees make more sense.

By Ed Mendlowitz
Call Me Before You Do Anything: The Art of Accounting

Equitable is not the same as equivalent.

MORE: Testifying Before Congress | Creative Ways to Retain Staff | What CPAs Can Learn from Lawyers and Doctors | My Top 10(ish) Regrets | Social Security Is an Asset Class | What’s Your Negotiating Style? | How to Make Your Own Opportunities
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I use the word “equitable” because I have charged three completely different fees for the same result. “Equitable” refers to the value delivered and charged to the client. But it’s not “equivalent.” And the difference can determine your pricing strategies.

With many accountants now working in uncharted waters helping clients get through the COVID-19 crisis, the pricing question is especially important.

PPP Loan Forgiveness Rules: Get the Latest Updates Today

Live 2-hour Webinar: Playing Dodgeball in a Maze. Avoiding Hits, Getting Through.

With Bradley Burnett

On late Friday, May 14, SBA launched its maiden voyage application for PPP loan forgiveness. This never-seen-before adventure goes a long way to clearing up most of our questions about PPP loan forgiveness. Yet, in true SBA fashion, in part, it leaves us hanging in peril.

Friday, June 5
12 p.m. ET / 2 hours, 2 CPE/CE
Register Now for $99

It’s a bit like playing a game of dodgeball while working through a maze to become free. The object of the game is to make it to the other side without taking a hit. Every hit costs the freedom forgiveness brings. Both safe harbors and peril lurk around almost every corner. READ MORE →

COVID Crushes CPA Business Outlook

Top three takeaways: Hiring outlook for next 12 months is bleak. 92 percent of businesses report being negatively impacted by pandemic. Liquidity emerges as a top concern.

The CPA Outlook Index falls 50 percent since last quarter and now stands at 38, its lowest level since early 2009. (AICPA)


Battered by repercussions from the COVID-19 pandemic, business executives hold the most pessimistic view of the U.S. economy since the end of 2011, when the nation was still emerging from the lingering impact of the Great Recession, according to the second-quarter AICPA Economic Outlook Survey.

The CPA Outlook Index—a comprehensive gauge of executive sentiment within the AICPA survey— fell 50 percent since last quarter and now stands at 38, its lowest level since early 2009.


Emerging Tech Gets Bipartisan Boost … it has to do with China, too.

By Rick Richardson

Senate Democratic Leader Chuck Schumer (D-NY), Sen. Todd Young (R-IN), Rep. Ro Khanna (D-CA) and Rep. Mike Gallagher (R-WI) unveiled the Endless Frontier Act, aimed at accelerating emerging technologies.

MORE TECH THIS WEEK: What Wi-Fi 6E Means for You | Zoom Improves Privacy and Security | FBI Recommends Passphrases Over Password Complexity | Apple Creates Coronavirus Screening App and Website | Smartphone Thermometers Predict Coronavirus Hot Spots | How to Sanitize Electronics Against COVID-19 with UV Light | Open-Source Smart Home Standard in the Works | Tim Berners-Lee Launches Plan to Fix the Web
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We don’t usually cover new legislation, much less proposed bills. But EFA is an exception because it seeks to turbocharge American “discovery, creation and commercialization of critical tech.” By that, the lawmakers mean every technology you read about here.

Make Your Newsletter Go Zoom

Woman drinking coffee in front of desktop computer

How COVID is creating a new channel to reach out and serve clients and prospects.

By CPA Trendlines Research

Newsletters aren’t all they’re cracked up to be. Sure, they’re a nice way to touch base with clients, but what do they really accomplish?

MORE in MARKETINGMarketing Is About Thought LeadershipWhy Consultative Selling WorksHow to Inoculate Your Firm against Covid CompetitionHow Marketing Systems Produce Business Growth‘Found Money’ Delights Clients14 Marketing Activities Needed Now More than EverWhat CPAs Can Learn from Lawyers and Doctors | More in Marketing > > >

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Maybe it’s time to rethink the newsletter. The COVID-19 crisis may be catalyzing a new way to

  • show clients you care
  • establish your expertise
  • give clients individualized information they really want
  • create the gestalt of a networked client community with your CPA firm at the center