Even after years of experience, confidence may not come easy.
By Sandi Leyva
The Complete Guide to Marketing for Tax & Accounting Firms
In school, during both my undergraduate courses and my MBA classes, I took Marketing 101, or something close to that. I learned the four P’s: product, price, place and promotion. I aced the class.
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When I started my first business at age 13, I ran an ad and was able to get clients. It was no big deal. When I wanted to earn some part-time money during college doing bookkeeping (before I passed my CPA exam), I answered an ad and found clients. It was no big deal. When I started a part-time photography studio in the 1980s, I sent out press releases and direct mail and got clients. It was no big deal. I was doing all of this on the side while I had full-time jobs paying the rent and everything else.
But when I got laid off in the 1990s and needed clients in order to go out on my own and pay my own rent, something in me snapped. I was scared to death. I suddenly had no idea how to get started getting clients. I could have run an ad, but I didn’t. I could have sent out direct mail, but I didn’t.
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