This CPA Marketing
Tips Newsletter issue goes into why accountancy marketing plans
seldom produce any results. Planning can become a perpetual activity
and a substitute for doing the actions that DIRECTLY bring new
accounting clients...
Accountancy
Marketing Newsletter
CPA Marketing
Newsletter: Planning client-acquisition or doing what causes
it?
Essentially, there
are two ways of grappling any challenge in business.
One is to talk
about it. The other is to do something about it.
Obviously,
talking about something is PART of the preparation for doing
something.
It is silly
to do something without ANY planning whatsoever. Planning requires
talking about the subject and drawing up some idea on what to
do about some specific problem you want to solve or a goal you
want to achieve.
But whether
or not the plans ever get to the level of execution is the divider
here.
Planning, the
most common substitute for action in accountancy marketing
Planning for
marketing is fine if it results in activity in the subject. Planning
as such does not necessitate action, of course — you can
create a plan and find it not suitable or postpone it —
but if this happens continually, the planning itself has become
a substitute for action.
In my marketing
career, I've discussed with a large number of decision-makers,
probably in excess of 10,000 directors, partners, marketing directors
and other such parties.
In the course
of my work, I've come to recognize the talkers from the doers.
But it can
be a very difficult task because of the way we perceive our environment
and acquire information. A talker is TALKING with (and to) you,
which gives him the advantage of being believed easily as a doer,
if he only TALKS about how much he does.
The obvious
and observable fact is that he is TALKING (NOT doing) "it"
and the fact that he spends so much time TALKING about it would
be an equally apparent indicator against his claims of being
"a doer."
Everyone knows
one or more people who do this and whom we BELIEVE are extremely
effective and expert in what they (don't) do... despite the evidence
being in front of our eyes.
He who talks
about doing is NOT doing it.
He who DOES
it, hasn't TIME to talk about "doing it" as his hours
and minutes are used DOING it, which sort of takes him out of
the "social self-promotional chitchat circulation"
and thus, people often think he does NOTHING AT ALL.
Now, my educated
guess is that YOU are the busiest person in your accounting firm.
But you may be amazed to know that if you spend a lot of time
DOING work and "out of circulation" then the IMAGE
that others have of how MUCH or HARD you work is... well, far
less than what's justified by reality!
But let's get
back to planning of marketing of accounting services.
Accounting service
marketing: Reinventing the wheel but never USING it...
Essentially,
the mistake we make is that we plan, plan and plan... and reject
this or that plan, try out something with this or that approach,
giving up on it if it doesn't produce results quickly... and
get back to planning... start worrying... and DO less about marketing,
trying to find the ultimate secret... and worry MORE... and...
Well, you see
where this is going.
Worry is really
something that's caused by LACK OF DOING WHAT PRODUCES RESULTS
DIRECTLY.
Don't feel
slighted here. The reason why this happens is NOT due to you
at all. It's an insidious trap mechanism to which we all fall
prey every now and again.
One cannot
DO that which directly causes results unless one has the right
WAY of doing it and knows exactly WHAT is needed.
If there is
such a trap then we feel worried. That's the symptom, so to speak.
And if you
feel worried about acquiring new clients, you can bet that whatever
you DO to achieve that end has one of these things in it:
1.
It's not working,
not producing success so you cannot continue it because it makes
you fail continually
2.
There's not ENOUGH
of the actions so there COULD reasonably BE new clients from
it
3.
Its gradient and
elements are not correct so it CAN'T produce new clients, no
matter how diligently you work with it
4.
It does not create
an understanding in the minds of your prospects what's DIFFERENT
about your services, so they've no reason to change accountants.
Now, any of
these will stop the attainment of results sufficiently to bring
worry into the picture.
But then we
come to the main point:
Why do we
so insist on SELF creating the whole system?
It's true you
know.
Just picture
the world of accountancy as some 3-5 MILLION accounting professionals
scattered around the globe, each trying to invent the perfect
accountancy marketing system...
Why reinvent
the wheel?
That's a task
of gargantuan proportions, one that'll keep you planning
for an eternity and forever away from doing the actions that
PRODUCE new clients.
I know because
it took my team of 12 marketing experts several YEARS of full-time
effort to crack this nut.
Marketing and
selling accounting services is one of the most difficult subjects
and by far more challenging than the average industry's client-acquisition.
It's a huge
task and one that will keep you OFF doing the actions that BRING
CLIENTS DIRECTLY.
That's what
you should be doing to avoid worry. That is what will BRING clients.
I guarantee
that this system will give you a way to do something very successful
to influence your client-acquisition directly and without worries!
Best wishes,
Harry Kafka HDK Consultants
Ltd
32 Manning Close
Richmond Square
East Grinstead RH19 2DR
West Sussex, United Kingdom
Tel. 01342-328 116
From U.S: 011-44-1342-328-116 CONTACT
FORM
