here’s what you’re looking for: bruce w. marcus

the 16-step plan to focus on landing one new client at a time.

by bruce w. marcus
professional services marketing 3.0

here’s a little secret about accounting marketing: it always comes down to selling the individual clients – one by one.

more professional services marketing 3.0: what we’ve learned since accounting marketing was legalized • do accounting firms really want an ‘image’? • what accounting firms need to learn from personal financial planning specialists • the delicate art of positioning your firm in the mind of the prospect • even a random disaster can be controlled with risk management •

you can talk about strategies, and image, and niche marketing and branding. you can talk about blogs, and social media, and press releases and webinars. but it always comes down to selling the individual clients – one by one.

well… if you’re going to have to do that anyway, why not start with target marketing to begin with? read more →

for good, bad or indifferent.

editor’s note: this article originally appeared in the september 1980 issue of the virginia accountant. it is one of the first articles – if not the very first article – on the advent of legalized marketing for accountants after bates v. state bar of arizona. it is as viable today as it was then.

by bruce w. marcus

when, a few years ago, the codes of ethics were changed to allow straightforward marketing by profes­sionals, there came into play a new configuration of circumstances and activities that will reverberate throughout the accounting profession for years to come.

more for 卡塔尔世界杯常规比赛时间 pro members: do accounting firms really want an ‘image’? • what accounting firms need to learn from personal financial planning specialists •the delicate art of positioning your firm in the mind of the prospect

for generations, concepts of probity have pervaded public accounting. accountants were to be not merely independent, but well beyond the fray of public quarrel of exposure. the sword of the cpa has always been independence and, it was long felt, independence is compromised by public debate. and now comes mar­keting, the crux of which is visibility. read more →

r-i-s-k: it’s amazing that so simple a four-letter word can be so complicated.

by bruce w. marcus

there are risks with dire consequences and risks with negligible consequences. there is risk in every human enterprise; in every trade or endeavor. we take risks, in varying degrees (and sometimes unwittingly) every day of our lives. there is even risk inherent in getting out of bed in the morning. but what – on any level – does risk really mean? can risk be tamed? read more →

call it “the investment hour” and go hunting for business.