| Source: Accounting Web
Patrick McEvoy of CPA Marketing Best Practices (www.cpamarketingbestpractices.com) says that CPAs who dominate a niche will make more money. Here is his formula for attaining dominance:
- Concentrate first on one niche. Make it a narrow niche.
- Create a compelling message featuring the benefits you provide, not the service itself. Speak to what clients want. For example, Domino’s Pizza knew that people wanted pizza delivered on time and hot.
- Become the person decision-makers go to.
- Be relentless in communicating your compelling message.
- Demonstrate you are the best.
- Send information regularly.
- Hang out where your clients hang out.
- Follow up and keep following up.
- Do surveys in the niche.
- Develop a “hit list,” and:
- Send letters frequently—once a week.
- Send special reports using CDs, DVDs, or white papers.
- Make frequent phone calls (every 20 days), not to sell, but to find out if your information was received and if you can provide other information.
- Set up a special Web site (not your regular site) offering information about the niche in exchange for the visitors’ email addresses.
- Send email newsletters every week.
- Expand your referral network by hanging out where your target people hang out.
- Ask for referrals.
- Ask for names to add to your mailing list.
- Host an industry group and invite experts to make presentations.
Your message must be relevant. Then you will be viewed as an important resource, not as a nuisance.
From Accounting Web, March 21, 2006, www.accountingweb.com. For the complete article, click on the following link: http://www.accountingweb.com/cgi-bin/item.cgi?id=101875. (To view this article, you must be a subscriber. Subscription information is available at the site.) |
