Everything you do should be pivoted toward your ideal client, constantly asking, ‘What is success to them? Some just want to build a nice small business, others want to rule the world. If you try to appeal to everybody, you’ll appeal to nobody.
Accountants should use these questions as a touchstone:
- What motivates this person?
- What frustrates the life out of them?
- What do they need help with?
- What are the problems in their business?
- How do they make decisions?
- How do they communicate?
The big issue with how accountants market themselves is the dependence on generic content. The best content comes from your own head or from the heads of the people that deal with the clients. You know their problems, their frustrations. Generic content doesn’t work. Your very educated client is bored to tears and can tell immediately.
The starting point for synthesising your practice’s personality is to think about your own personality as either:
- Freedom fighter (They work to attain time and freedom)
- Empire builder (They want to rule the world)
- Craftsman (Just wants to do the accounts)