CPA Marketing: Visibility in your community leads to higher profits

Your current clients and prospective clients like dealing with a well-known and successful accountant. The more visible you are, the more likely it is that people will consider you successful. Take the opportunity to speak at local service clubs and to write articles for your local newspaper or trade journals for industries in which you’re interested.

Write a letter to local service clubs (a list of which is available from your Chamber of Commerce) telling them that you’re available to speak at no charge. You should find several takers. Also let your clients know that you’re willing to speak to groups in which they hold membership.

If your local newspaper or area trade journals won’t take your written articles as news releases (free placement), consider paying for them as advertising. These articles make you very visible to people in your community. Don’t expect an instant landslide of clients from one or two published articles. Such exposure has cumulative benefits, and it might take a year or two before you realize any feedback from the articles. Your clients will also appreciate these publications because it is their accountant who is being published in the local media.

Don’t join organizations to prospect for clients. This could work against you. People with whom you have lunch every Tuesday may be inclined to avoid you as a financial advisor. Despite the fact that you keep their information confidential, there’s a certain comfort zone that they’re interested in maintaining. Our experience shows that we acquired more clients as a result of speaking to an organization than we did by being members of one. In fact, many of the organizations to whom we spoke, and from which we acquired new clients, had other accountants as part of the audience.

Be consistently visible in your community and people will remember you when the need arises for your services.

Arvid Mostad

Arvid Mostad is the co-founder of Mostad & Christensen, Inc. Since 1978, M&C's marketing products have helped accounting firms build client loyalty, get more referrals, add value to services, be visible in their community, and keep clients informed.