AAM Honors Bruce W. Marcus, Visionary Professional Services Marketer

Award named in honor of Marcus
Award named in honor of Marcus

Visionary Professional Services Marketer Recognized by Association for Accounting Marketing

The Association for Accounting Marketing has honored the “first professional services marketer” by creating a Bruce W. Marcus Lifetime Fellowship Member program.

Effective immediately, all members of the 14-year-old AAM Hall of Fame will become lifetime members in remembrance of Bruce W. Marcus. At the 2015 AAM Summit in Orlando, Florida, all present members of AAM’s Hall of Fame were also publicly recognized as Bruce W. Marcus Lifetime Fellows.

Marcus is the author of dozens of books, including Professional Services Marketing 3.0, and was a longtime contributor to CPA Trendlines.

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Accounting Marketing Takes a New Step in the Evolutionary Process

Bruce W Marcus
Marcus

Learn how to recognize and participate profitably in the incoming tide.

By Bruce W. Marcus
Professional Services Marketing 3.0

Professional Services Marketing 3.0? This from someone who has written, spoken, railed against jargon and gimmicks?

Well, yes, because in this rapidly changing economic environment, intensely competitive landscape and highly charged computer age, it’s the best way to define significant evolution from one distinct period to the next. But, that’s exactly what’s happened – and is happening – with CPA firms. And in management practices, business models and structure as well. READ MORE →

What Accounting Firms Need to Learn from Personal Financial Planning Specialists

Is the traditional business model holding back the profession?

By Bruce W. Marcus
Professional Services Marketing 3.0

It’s not a race, nor are there prizes for the winner. But it has been suggested that personal financial planners trading in college, retirement and estate planning are light years ahead of the accounting profession in marketing.

More for CPA Trendlines PRO members:  The Delicate Art of Positioning Your Firm in the Mind of the Prospect  •  Who’s Better at Marketing? Lawyers or CPAs?  •  Even a Random Disaster Can Be Controlled with Risk Management  •  Managing Risk in Client Relations  •  Your Clients Love You? What If You’re Wrong?  •  The Three Degrees of RiskFour Essential Habits for Building Client TrustThe Nine Hallmarks of a Marketing CultureThe Four Cornerstones to Building 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 Firm

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The Delicate Art of Positioning Your Firm in the Mind of the Prospect

And, it’s not a mission statement.

By Bruce W. Marcus
Professional Services Marketing 3.0

There is no great mystique to the marketing concept of positioning. While it’s not as simple as some would make it seem, nor as complex as others would have you believe, it’s still very real.

CPA Trendlines research has uncovered the startling fact of the wide disparity between how accounting firm management perceives their own performance and how their clients see their performance. (Join the survey; get the results.)

More for CPA Trendlines PRO members:  Who’s Better at Marketing?  Lawyers or CPAs? •  Even a Random Disaster Can Be Controlled with Risk Management  •  Managing Risk in Client Relations  •  Your Clients Love You? What If You’re Wrong?  •  The Three Degrees of RiskFour Essential Habits for Building Client TrustThe Nine Hallmarks of a Marketing CultureThe Four Cornerstones to Building 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 Firm

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Who’s Better at Marketing? Lawyers or CPAs?

Is the question ludicrous?

Bruce W Marcus
Bruce W. Marcus

By Bruce W. Marcus
Professional Services Marketing 3.0

Looking at the question from a different point of view, the international consultant Patrick McKenna said, “If you’re trying to determine which of the two professions (lawyers or accountants) are the more advanced in their marketing prowess, I’m sorry but I think the very question is ludicrous.

More Professional Services Marketing 3.0:  5 Ways to Manage Risk in an Accounting Practice  •  Even a Random Disaster Can Be Controlled with Risk ManagementManaging Risk in Client Relations  •  Your Clients Love You? What If You’re Wrong?The Three Degrees of RiskFour Essential Habits for Building Client TrustThe Nine Hallmarks of a Marketing CultureThe Four Cornerstones to Building 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 Firm

Be it accountant, consultants, architects or lawyers, it really doesn’t matter. My experience confirms for me that when you think of marketing prowess you can divide any of the individuals or firms, in any of those professions (not by profession but by mindset) . . . into three categories: hawks, doves and ostriches.”

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5 Ways to Manage Risk in an Accounting Practice

By Bruce W. Marcus
Professional Services Marketing 3.0

Too often, we simply take risk for granted and go headlong into danger and chaos. It needn’t be so. Even in view of the elements of risk over which we have no control, there are still measures of protection that can be taken to reduce a measure of risk in any enterprise.

More for CPA Trendlines PRO membersManaging Risk in Client Relations • Your Clients Love You? What If You’re Wrong? • The Three Degrees of Risk  •  Four Essential Habits for Building Client Trust   •  The Nine Hallmarks of a Marketing Culture  •  The Four Cornerstones to Building A Marketing Culture  •  Getting the Client is Only Half the Battle  • Practice Development: It’s Not Rocket Science  •  Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm  •

Is there protection against risk? Yes – to a larger degree than we may realize. There are at least five things you can do: READ MORE →

All Great Strategy Starts with “Why”

Question marksWhat do we want people to know, think or feel as a result of our internal communications efforts, and why?

By Bruce W. Marcus
Professional Services Marketing 3.0

The answers to these questions are the foundation for any communications activity, internal or external. They define the dynamic of the program, its focus and its program goals. They make possible a foundation for defining and shaping the strategy.

Bruce W. Marcus
Bruce W. Marcus

More for CPA Trendlines PRO members: Managing Knowledge as a Growth and Management Tool The Secret Formula for Getting New ClientsWhat 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

There are three crucial concerns…

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A Real-World Approach for the Smaller Firm

Blue Dart Hit the Dollar Sign.The myth of "niche marketing."

By Bruce W. Marcus
Professional Services Marketing 3.0

There is much ado, these days, about niche marketing and target marketing and using mailing lists and knowledge management.

How does it all come together to make sense for the smaller accounting firm, particularly when there's a limited marketing budget, and a limited opportunity to reach out to the marketplace?

Bruce W. Marcus
Bruce W. Marcus

More for CPA Trendlines PRO members: Who’s Better at Marketing? Lawyers or CPAs?Even a Random Disaster Can Be Controlled with Risk ManagementManaging Risk in Client RelationsYour Clients Love You? What If You’re Wrong?The Three Degrees of RiskFour Essential Habits for Building Client TrustThe Nine Hallmarks of a Marketing CultureThe Four Cornerstones to Building 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 Firm

In this report:

  • The limited value of "niche" marketing
  • Six key variables to evaluate
  • The role of target marketing
  • The role of sales
  • The fusion that creates Total Context Marketing
  • 15 steps to success in integrating and balancing marketing strategies

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Do Accounting Firms Really Want an ‘Image’?

It’s a hollow view.

By Bruce W. Marcus
Professional Services Marketing 3.0

Some years ago, in a remarkably successful marketing move, a graphic designer specializing in logos, letterheads and the like came up with the concept of the corporate image. A brilliant concept, but more mirage than image.

Now one of the most successful operations in the marketing business, this company has managed to persuade its clients that corporate image is the key to corporate success. Image, it seems, is the magic elixir. At many thousands of dollars a dose.

More for PRO members: The Three Degrees of RiskFour Essential Habits for Building Client TrustThe Nine Hallmarks of a Marketing CultureThe Four Cornerstones to Building 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 Firm • What Accounting Firms Need to Learn from Personal Financial Planning Specialists  •  The Delicate Art of Positioning Your Firm in the Mind of the Prospect   •   Who’s Better at Marketing? Lawyers or CPAs?Even a Random Disaster Can Be Controlled with Risk ManagementManaging Risk in Client RelationsYour Clients Love You? What If You’re Wrong?

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Can You Hear Me Now?

Eight reasons why accounting firms need to work on internal communications first.

By Bruce W. Marcus
Professional Services Marketing 3.0

A terrific definition of chaos is when a client asks two different people in your firm the same question – and gets two different and conflicting answers.

Bruce W. Marcus
Bruce W. Marcus

More for PRO members: Managing Knowledge as a Growth and Management Tool The Secret Formula for Getting New ClientsWhat 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 Prospect

Another form of it is when there's a crisis, and the press calls and gets somebody on the phone who hasn't been briefed – but who answers the questions anyway. There's real horror for you. READ MORE →

Your Clients Love You? What If You’re Wrong?

A short discourse on random and statistical risk.

By Bruce W. Marcus
Professional Services Marketing 3.0

Risks are different in context and magnitude. A good mathematician can often statistically quantify the boundaries of risk, such as telling you that one in every hundred people will slip in the bathtub and break a bone, but that depersonalizes it and tells you nothing to help you avoid it. And that’s only halfway to understanding it.

More for CPA Trendlines PRO members:   The Three Degrees of Risk  • Four Essential Habits for Building Client Trust   •  The Nine Hallmarks of a Marketing Culture  •  The Four Cornerstones to Building A Marketing Culture   •   Getting the Client is Only Half the Battle  • Practice Development: It’s Not Rocket Science  •  Nine Fundamentals for a Healthy Marketing Culture in an Accounting Firm  •

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