How Not to Be Boring: The Accountant’s Guide to Writing for the Internet, with Personality
You know that feeling when you sit in a meeting or seminar fighting with everything inside you not to drop your head as you doze off? It means the speech you’re listening to is boring, right? Do you like it? No! So why do we decide to put our clients...
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Work = a Fun-Free Zone
Do you believe that? Do you believe that business needs to be hard if you wanted to be successful? Do you believe that you can’t be paid for something if you’re having fun with it and which doesn’t feel like work? We bought into this idea that we need to...
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SEO 101 for Accountants: How to Drive Traffic from Google to Your Website
SEO, or Search Engine Optimisation, is one of those digital marketing terms the experts love to use to jargon-dazzle their unsuspecting clients, just like we accountants sometimes (never, right?!) use terms like amortisation and liquidity to dazzle our...
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Will They Miss You When You’re Gone?
In a ploy to conquer a small village in Gaul that is still holding out against the Roman invaders, an architect convinces Julius Caesar (somewhere around 50 BC) to build a luxury housing estate – called the Mansion of the Gods – near the village. They send...
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How to Grow Your Email List, the Right Way
Imagine this: You’re standing on a stage in front of 10,000 people, and you’re about to give a speech. You start talking, but no-one notices you. They’re all busy talking to each other, or they have their earphones on, or they look up to see who’s talking,...
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What If I Give Away Too Much Free Stuff?
Have you ever tasted a free food sample at Costco and then went on to buy the full bottle or packet or whatever? According to The Atlantic, supermarkets like Mash and Costco experience up to 2,000% increase in sales because of giving away these free...
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Accountants, Are You Making These Blogging Mistakes?
Somewhere you’ve heard that blogging is the thing. You’ve heard that keeping a blog for your accounting firm is non-negotiable. You’ve even read the crazy statistics – like this one by DemandMetric: On average, companies with blogs produce 67% more leads...
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Cookie-Cutter Marketing Plans Don’t Work
There was a time when online marketing was real easy. All you had to do was create a [crappy] website, dump a list of your services on there, add your contact details, and voila … you were good to go. That is SO last decade. Now, everyone has a website and...
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Does Your Accounting Firm’s Marketing Message Fall on Deaf Ears?
I often see accountants having general ‘hire me’ marketing messages. Or their message is so general that no-one really gets how they’re different from the next. Or they try to bribe people with a ‘win-a-free-holiday-if-you-sign-up-for-my-services’ message....
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Push or Pull? You Have to Choose
If your marketing consist of chasing and pushing strangers into giving you their money, you can just as well give up. I get at least one cold call a week. Sometimes it’s a person that just recites a standard script without giving me the chance to say no...
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