Scott H. Cytron is president of Cytron and Company, a public relations, marketing and communications firm that niches in accounting and finance. He is also editor of Intuit’s Firm of the Future and QuickBooks Online blogs. Contact him at scott@cytronandcompany.com.
July 13, 2011
How do you make a silk purse out of a sow’s ear? Said another way, how can you transform the tried-and-true firm bio into something more than a ho-hum template piece of writing that resonates with clients and prospects? ** MarketingWorks: an Online Exclusive column ** A Little Back Story Recently, I was asked to...…
July 5, 2011
Anyone who reads my posts on CPATechViews or my own blog, AbsoluteCytron.com, is probably tired of one of my recurring themes. I know I am … I am as tired of writing about it as John Irving is of writing about passing open windows! However, there’s still room for growth, so I am once again...…
June 6, 2011
When you go to accounting conferences, whether they are national or state conferences, or even meetings in your local area, how do you go about meeting the “right” people? Now I don’t mean “right” in terms of discriminating one person from another; what I really mean is meeting the kind of people who can offer...…
May 3, 2011
Just last weekend, I was reminded about the importance of details. I went to see a new documentary about the career of Bill Cunningham. If you don’t know who he is, don’t fret; I didn’t either until I did a little research to find out more about him. Cunningham is a fashion photographer who has...…
April 4, 2011
“Radar” is a very interesting thing. When something or someone is on your “radar,” you are much more likely to encounter that something or someone in your daily life. For example, if you begin to think more about a certain topic in accounting, it’s quite likely you’ll see this topic right before your eyes. This...…
March 7, 2011
Writing for the Web is WAY different than writing a newsletter article, speech, e-mail and just about everything else – except for a blog, which is also based on brevity. I think most of us get carried away when it comes to writing for our web pages and other online forums. I recently ran across...…
February 7, 2011
CPAs and accountants are always asking me about their future. Perhaps they think my nickname is “Swami Cytron.” While I do not read tea leaves or fortunes, I did come across a new credible resource that speaks to life 10 years in our future: Intuit’s 2020 Report. In fact, Intuit just posted a story on...…
January 10, 2011
I’ve never been under any impression that I’m a hard-core investigative journalist. At the end of the day, I like my stories to be compelling, certainly, but not necessarily controversial unless the situation or circumstances demand it. When I conduct an interview, I always say, “I’m not going to want to know anything that is...…
December 8, 2010
As I get older, I think time, indeed, DOES go faster. It seems that 2010 sped along with the same ferocity as a freight train. Now that it is the end of the year, it’s time to write my wish list for the holidays – subtitled, “A Marketer’s Dream.” Here’s what I wish for in...…
November 10, 2010
I am back on my soapbox about client service – and I do not think this dead horse has been beaten nearly enough! Perhaps I feel the way I do because of my upbringing. My Dad was a manufacturer’s rep who sold ladies all-weather coats to small Mom & Pop boutiques throughout Texas, Oklahoma and...…
October 6, 2010
Several months ago, I got several comments after I posted a blog entry on how to retain clients. When I talk with accounting firms across the country, client retention definitely remains THE hottest topic out there. I know everyone would agree it’s far easier to keep a client than try to get a new one....…
October 4, 2010
Just reading the few words that make up this story’s headline, branding purists have already made up their minds that I don’t know what I’m talking about. After all, doesn’t branding take months to accomplish through a bevy of paid consultants who want you to spend a lot of money on concept, testing and implementation?
