When All is Said and Done…
At the end of the day, great marketing means telling a great story. More importantly, your story must resonate with the client … emphasizing what’s in it for them. By clearly stating your firm’s key differentiators, you make a direct connection between your services and the value offered to clients. That’s what marketing is all about.
So really think about what you’ve got going on in your firm and start your list. Once you have a few value propositions down on paper, it’s much easier to develop your own unique story. Remember, if you don’t tell people why you are a rock star, no one else will.
Kristy Short, Ed.D, is a partner in RootWorks Communications (RootWorks.com) and president of SAS Communications 360 (SAScommunications360.com) — firms dedicated to providing practice management education, branding, marketing, and public relations services to the accounting profession. She is also a professor of English and marketing at University of Phoenix and Cleary University. She can be contacted at email@example.com