Cpa Firm Marketing- Your Promotions Can Stand Out

Cpa Firm Marketing- Your Promotions Can Stand Out

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Your prospects are saturated by around 4000 advertisements each day, and this makes it hard for your accounting firm to differentiate itself for the din. Does that figure feel high to you? Most people assume so. You don't actually notice almost all of the advertisements you see per day. People have very sophisticated filters that tune most of these out. From a promoter's standpoint, your job is to find a way to bypass these filters so they stick in the mind of your target.

Don't worry - we'll show you how.

The first thing we need to look at is your marketing mindset. Nobody has to watch your ads. Don't just demand the attention of your audience. Learn how to EARN it.

The first step to earning attention is to provide a product your desired audience is going to care about.

There are a few different ways to offer this product to your audience in such a way that people will remember it.

Make Them Smile

A lot of the most successful commercials in history have been just plain fun to watch. They can be funny or wacky like the new "Old Spice" ad campaigns or they can be charming like the old "Coca-Cola" polar bear ads; they can even be frightening (political ads prefer this strategy) or dramatic (car ads love drama). A good sense of humor or flair for the dramatic can take you pretty far in advertising.

You can use these tricks to help your accounting practice stand out from your competitors. Take some time and go to You Tube. Check out some viral videos. Now look at your advertisement. Now look at those videos. Now back at your commercial. It may not have the earning power of those videos, but it can with a sprinkle of its spice.

Share Some Inspiration

Inspiring your audience by forging an emotional connection is another way to earn your audience's attention. Think back to the spots Kleenex ran a few years back called "Let It Out". Ads like this resonate with us emotionally, and emotional connections not only hit home hard, they last. As an accounting firm this is perhaps your best strategy, but it's also the hardest.

To connect emotionally, consider using customer testimonials and messages directly from the CEO.

Share a Little Knowledge

Use your ad to teach your audience something important that they didn't already know. This is a lot easier for an accounting practice to accomplish than inspiration, and it's almost as effective. Some very successful websites have been built entirely on this principle. Websites like eHow and KnowHow-Now generate tons of revenue just by offering useful "How To" articles.

For example, take the commercials for Progressive Auto insurance, which combine humor and fact.

Outrage

I don't generally reccomend this strategy for an accounting firm, but no article on these techniques would be complete without it. It's a powerful secret, but it needs to be used very carefully or it could backfire on you.

Outrage should not be undervalued. Just understand that if the fire gets out of control, and it very likely will even if you know exactly what you're doing, you'll find that when you're running an accounting practice there actually is such a thing as "negative publicity".

There is a safer way to exploit conflict and anger, however, and while the message won't spread as fast it will also be far more constructive.

Sometimes your competitors will create an environment where anger can be your best friend. Look for the signs. When your competitors start making their customers angry it's pretty safe to go for the throat.

A perfect example of this are the famous "apple and PC ads". You remember, a good looking and clever young "apple" character schmoozes with a dorky older "PC"? These highly successful ads would have been impossible if Windows hadn't alienated huge segments of it's customer base with the release of "windows vista", a third rate OS that was prone to freezing, crashing, and was infamous for it's lack of backwards compatibility with XP programs. It can be argued that this campaign was not a success for Apple as much as it was a failure on the part of Microsoft.

And before you run off and try to emulate this with one of your competitors, be aware that Microsoft killed the campaign with the release of Windows 7 and it's almost as famous "I'm a PC" campaign. Everything can eventually be used against you!

Now, these are the basics. You will be able to implement these principles to your ads and create first-rate content that will be able to bypass your audience's advertising filters. Just remember to change up your delivery and keep your ads interesting!

About the Author:
Brian O'Connell is the owner and founder of CPA Site Solutions, one of the United States' biggest web companies oriented solely to accounting websites.



Article Originally Published On: http://www.articlesnatch.com


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