Distinctive ideas needed to win clients in crowded markets
In today's crowded accountancy market, technical expertise and a great service are not enough to stand out.
But rather than highlighting their value and expertise, many accountancy firms lapse into bland "me-too marketing".Instead of being distinctive and memorable, they make their firm look even more similar to all the others.Yet it is people and firms who stand out that get recommended. It is the firms that make clients feel "this person can help me with my biggest business challenges" that get appointed.
Beware "me-too marketing" that makes you look like your competitors
Budget Breakfasts, tax update newsletters, standard service lists, erudite views on accounting rules, and newsletters with standard content are all well and good... but how do these demonstrate distinctive value that makes prospects see you are better for them than other firms?
In crowded professional markets, being distinctive and memorable is even more important and many accountancy firms are successfully using "thought leadership" campaigns to differentiate themselves.
They use such campaigns to bring relevant innovative insights to clients and prospects on issues of real strategic importance to these business. They don't market themselves by asserting "we are experts" - they market themselves by demonstrating their expertise.
Thought leadership tips for accountants
At our forthcoming webinar we'll be sharing tips and examples of how accountancy firms of all sizes have generated new clients and a distinctive reputation for expertise in their target markets, winning clients and building success practices and careers along the way.
Many people think "thought leadership" involves expensive surveys.
Not so! We'll be looking at how accountancy firms have successfully introduced such initiatives, often on limited budgets, and we will be sharing the tips that allow firms to create distinctive and attention-grabbing material (rather than the bland surveys and confidence indices that are currently commonplace).
The webinar will be presented by Tim Prizeman, author of the new book The Thought Leadership Manual.
The price is £19.99, and there are early-bird discounts for bookings before mid August. As with all our webinars, it is free for Kelso clients.
I do hope you will be able to join us when we share some great examples and tips that will really help you move your marketing and sales up a gear or two this coming autumn.