by Lydia Botha | Aug 16, 2019 | Branding, Niche, Website
Once upon a time, two new accounting firm websites were created. The one followed the ‘tried-and-tested’ (read embarrassingly outdated) model, while the other one ditched the mould. Fast forward one year. The first website is dead. The peeps who are attracted to the...
by Lydia Botha | May 31, 2019 | Branding, Niche, Strategy
Three years ago, when I started telling accountants that they needed to niche down, I was met with a lot of disbelief and stubbornness. “I don’t see the point. I want to work with everybody and do all the things.” I still get that sometimes. I have a family member...
by Lydia Botha | Nov 1, 2018 | Branding
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. And then...
by Lydia Botha | Sep 13, 2018 | Branding
Imagine being stuck in a well, and yelling for help. Just as you are losing hope – and your voice – two heads appear over the edge far above. The first head is of an average Joe, and he immediately starts talking: “I can help you. At Average Joe, we can help people...
by Lydia Botha | May 25, 2017 | Branding
The word ‘brand’ comes from the ancient North Scandinavian word ‘brandr’ which means ‘to burn’. It was first used to describe the process of burning identifying marks into the hides of livestock, like cattle, with branding irons to distinguish them from other owners’...
