Want to people to send more referrals your way? Make yourself EASY for others to refer. Less is more. It's not that complicated. The people who you want to refer others to you don't care about what you do. They only care what you can do for their client. They don't refer you because you're […]
You might be skeptical, but accepting 4 truths about your marketing makes it possible to attract more of your ideal clients. Soon, you'll accept nothing less. PROSPECTS DON'T CARE ABOUT YOUR FIRM. You're a blip in running their business. Accept this and you'll start thinking how you fit into your client's business rather than how they […]
If you're like me and clicked on "Who will be the Edison of accounting innovation" in Accounting Today, there's a good chance you missed the most transformative idea. Author Daniel Hood buried it in a single sentence in a middle paragraph. That's too bad as the accounting industry could gain massively from innovation that has […]
A $2000 camera doesn't take better pictures until you know how to use it. Marketing technology is the same. Technology will never replace fundamentals. Better understand how your firm fits into your client's business and you’ll consistently beat other firms. Even those with sophisticated marketing. Your goal is to put your available resources--time, money and […]
Is your firm's marketing the real deal, or the peddle car version? Marketing is a key differentiator between good firms and great firms, and yet, most firms make getting it a low priority or think a few shiny objects will lift them from good to great. Too many firms, especially professional services firms, spend tons of […]
In the early decades of the 20th century, David Devant had many imitators, but few peers in the world of magic. After watching a show by Fred Culpitt, Devant asked the young conjurer how many tricks he knew. Culpitt replied proudly, "About 300." Devant nodded, and said, "I know only eight, but I know them […]
An investment advisor took a piece of lunchtime advice from me, and closed a $10 million client. A few days later news of a Stanford study on negotiation landed in my inbox echoing the same themes.
