There’s a pattern I keep seeing in accounting firm marketing — on websites, LinkedIn profiles, even billboards — and it tends to blend into the background.
It’s not that it’s wrong, it’s just not doing much.
In this episode, I break down what separates messaging that gets ignored from messaging that actually resonates.
Listen below.
1:43 The word “advisory” has become so overused in this profession that it rarely lands with potential clients anymore.
2:09 Arguably the strongest marketing message you can is not focusing on what you do, not who you do it for — but rather on what actually changes for your clients.
4:18 Whatever channels you’re using — website, LinkedIn, newsletter, networking — they all benefit from the same framework. What do you do, who for, and what outcome do they get? Move further along that spectrum and your marketing starts working harder.
5:37 What many firm owners miss is that niching improves more than your marketing. It cleans up your processes and helps your team develop real expertise much faster.
7:38 Getting outcome-based messaging right isn’t easy. It requires you to understand what your clients are really hiring you for, beyond just the technical deliverables.
8:05 One underrated benefit of outcome-based messaging is that it tends to qualify the right people for you.
9:14 You don’t have to change everything at once. Start with your website headline — it’s the highest leverage place to apply this — and work through the three levels from there.
