Have a look at the web sites for five accounting firms that you consider to be in competition with you for that ‘ideal client.’
Did you notice anything different about these web sites? …probably not.
When I was an accountant in practice, just like you, my web site looked the same as every other accountant in my area. And then I wondered why there were very few enquiries from my web site.
Let’s face it, these days business owners are shopping around for fees. In a recent survey we asked accountants to describe the biggest challenges that they were facing in their practices. The results were astounding. From the survey, 48% of accountants were concerned about WIP recovery, and 44% were challenged with clients complaining about fees.
So where do business owners go when they are looking for an accountant? Sure, they tend to ask a friend or colleague for details about their accountant and then they tend to go searching on the internet in order to make an informed decision about which accounting firm they are going to buy from.
When business owners are searching for an accountant they will likely look at about five web sites. So, have a look at your web site and now have a look at the web sites of five other accounting firms in your area. Did you notice something different about all of these web sites…that’s right. There is no difference, they are all saying very much the same thing.
Accountant’s web sites are all saying pretty much the same thing. The web sites are all full of platitudes. For example:-
- Professional competence
- A skilled friendly team
- Timely professional advice
- Commitment to excellence
- Expert local advice
And not to mention that oldie but a goodie…
- We’ve been in business since 1491B.C.
As accountants we have been conditioned to think that this is the proper way to market our accounting practices, especially since most marketing follows the same formula.
Prospects that are landing on your web site are not looking for price…they are looking for value. Unfortunately, most accounting web sites use platitudes that are all much the same and therefore prospective clients automatically assume that everyone is pretty much the same and hence they default to calling on the accountant offering the lowest price.
Our marketing equation has four main components:-
- educate and;
The interrupt is your headline that highlights a specific problem that your prospects are looking for a solution to…and the engage is your sub-headline that promises them that you offer a solution to the problem we mentioned in the headline. The third component is educate. Once you’ve interrupted and engaged the prospect we have to give information that allows them to logically understand how and why you solve the problem they’re facing. The fourth and final component of our marketing equation is your offer. Now that we’ve interrupted the prospective client based on problems that are important to them…engaged by a promise of the solution… and they’ve examined the educational information that makes your solution real and believable… the last step we need to take is to give them a low risk (or no risk) way to take the next step in your sales process. Your offer will allow your prospect to feel in control of their final decision to call and buy from you.
So our marketing equation is interrupt, engage, educate and offer and together they equal market domination.
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