Friday, 20 July 2018

For God's Sake! - Stop Doing This!

"We specialize in a range of services designed to assist our clients to meet their taxation and compliance obligations, whilst assisting them to achieve their business and personal goals. We have highly skilled and experienced staff who are committed to helping our valued clients grow their wealth whilst providing a holistic tax and accounting experience."

For God's sake will accountants STOP putting such boring, trite dribble on their websites and on their marketing brochures. IT IS PUTTING POTENTIAL CLIENT'S TO SLEEP! And it also sounds like every other dribble I see on nearly every accountants website. They ALL look the same. 

As you guessed from my tone, it makes me mad when I see so many examples like the one I just pulled off an accountants website this morning. It hardly gets me excited when I read it and it makes me want to tear my hair out.

If you want to build a Value-Based Accounting Firm then please, please stop writing such dribble like this. Write this instead:

"We just saved our client Chris $113,000 in tax that his other accountant couldn't. Now he's taking his family to Disneyland for the holidays.

Imagine what we could do for you..."

Now here's a few tips for you:

  • Make sure you do have a real life example testimonial from a client. A good-news story. Change the names if you have to but get their permission to use it.
  • Make sure you quantify it. Don't just have Chris your client saying how good your firm is. As if no accounting firm already says this on their website? Good at what? What did you actually do that improved Chris's life? Be specific, invoke an emotional response.
  • Put it front and center on your website. Big and bold and make it the first thing a potential client sees. Don't bury it halfway down the page or behind another tab.
  • Make it the basis of all your marketing, front and center. People will remember it like, "Yeah, I've heard of those accountants. They helped one of their clients take the family to Disneyland." I don't know about you but I'd like to be known as the accountant who did that rather than "Yeah, we do tax returns, GST, accounting, blah, blah, blah."
  • Believe or not, people don't care that you have the best, most highly skilled staff. It's a given. Even if you don't, are you really going to say you don't? People want to know what tangible results you have achieved and what you can do for them. I have run rings around "the best, most highly-skilled staff" who couldn't see a better outcome for the client if they fell over it.
  • Everyone has a range of services, the best staff, dedication, works hard, values their clients (well maybe not everyone) does tax and accounting work, helps their clients. So say something else otherwise you will look like everyone else.
  • Stop using words like "compliance" and "obligation". It all sound very "big stick" and unemotional like you work for the Taxation Office. I want to feel excited and emotionally moved not frightened when I read your message.
So please, please take some of these suggestions on board. If you aren't getting enough website inquiry then maybe look at what you have written on your website and marketing material and wonder why it looks like every other accountant's marketing: the same!

End of my rant. 

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