{"id":26917,"date":"2013-03-11t21:48:10","date_gmt":"2013-03-12t01:48:10","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=26917"},"modified":"2024-09-01t14:49:19","modified_gmt":"2024-09-01t18:49:19","slug":"just-because-youre-smart-enough-to-be-an-accountant-doesnt-make-you-one","status":"publish","type":"post","link":"\/\/www.g005e.com\/2013\/03\/11\/just-because-youre-smart-enough-to-be-an-accountant-doesnt-make-you-one\/","title":{"rendered":"just because you’re smart enough to be an accountant doesn’t make you one… [pro member exclusive]"},"content":{"rendered":"

six rules of professionalism that accountants need in their marketers.
\n<\/strong><\/p>\n

by bruce w. marcus<\/em>
\n professional services marketing 3.0<\/a><\/em><\/p>\n

there\u2019s a wonderful cartoon in which a guy in a business suit is looking over the shoulder of an artist at his canvas. the caption, spoken by the artist, is \u201ci used to dabble a bit in accounting, too.\u201d<\/p>\n

then there\u2019s the guy who said to me, \u201cif you\u2019re smart enough to be a cpa, then you\u2019re smart enough to do your own advertising.\u201d to which i replied, \u201cyes that\u2019s true. you\u2019re also smart enough to be a nuclear physicist — but it doesn\u2019t make you one.\u201d<\/p>\n

there\u2019s the guy who read a book about tightrope walking. he knew everything about tightrope walking — except how to do it.<\/p>\n

more professional services marketing 3.0:<\/strong> all great strategy starts with \u201cwhy\u201d<\/a> \u2022 can you hear me now?<\/a> \u2022 managing knowledge as a growth and management tool <\/a>\u2022 the secret formula for getting new clients <\/a>\u2022\u00a0\u00a0what we\u2019ve learned since accounting marketing was legalized<\/a> \u2022 do accounting firms really want an \u2018image\u2019?<\/a> \u2022 what accounting firms need to learn from personal financial planning specialists<\/a> \u2022 the delicate art of positioning your firm in the mind of the prospect<\/a> \u2022 even a random disaster can be controlled with risk management<\/a> \u2022 <\/em><\/p>\n

the point is that while marketing may not be nuclear physics, it does have its craft, its artistry, its techniques, its experiences, and its history. and if you\u2019re not within the realm of all those things and more, you don\u2019t know much about marketing. marketing mythology doesn\u2019t count for much.<\/p>\n

and it\u2019s not just accountants and cpas who fall prey to the egocentric nonsense that they can do it because, after all, they have graduate degrees. a large number of people in business feel the same way.<\/p>\n

every marketing professional can tell you a story about a client or employer who retained the marketer for the marketer\u2019s expertise, and then drowned him or her with useless second guessing. a favorite starts with the words, \u201cmy wife says\u2026\u201d<\/p>\n

but perhaps the real problem is not the presumption of knowledge where none really exists, it\u2019s in the drive to an unwarranted expectation that leaps over a large mound of reality. every marketer has a story about being hired by a professional who says, \u201cwe\u2019ve been a small firm for 15 years, and now it\u2019s time for us to be a big firm. help us.\u201d followed by a large fee or salary, which, unfortunately, always makes it harder for even the wisest of us to say no.<\/p>\n

too bad, because what usually happens is not only acute second-guessing, but entrenched ideas steeped in marketing mythology. your marketer says, from the depths of experience, \u201cthis is what we have to do,\u201d to which the reply is, \u201cbut we\u2019ve never done it that way. let\u2019s do it the way we always have.\u201d the tenure of the marketer in that situation is rarely longer than three months, at which point the client goes out to find another marketer, and the cycle is repeated.<\/p>\n

the client, truth told, may think he or she wants to be big \u2013 but doesn\u2019t want to go through the rigors of getting <\/em>big. don\u2019t dislodge the status quo.<\/p>\n

what, then, should clients or employers know about what they don\u2019t know \u2013 in order to really benefit from the knowledgeable, experienced, and thoughtful marketer?<\/p>\n

a lot, but let\u2019s start with six:<\/p>\n

    \n
  1. marketing has specific skills that improve with experience.<\/strong> how to understand the client\u2019s market. how to write a program that achieves a marketing objective. how to use the tools of marketing, and how to manage those tools.<\/li>\n
  2. marketers understand what works and what doesn\u2019t.<\/strong> many years ago i developed an ad campaign for a client who had some ideas of his own that he wanted to try out. ok, i said, let\u2019s run your ad, which seemed to be a good one, against my ad, which he didn\u2019t like as much as his ad. my ad out-pulled his by 50%. why? because he didn\u2019t understand the psychology of advertising, which is learned only after long experience. remember exxon\u2019s \u201cwe put a tiger in your tank\u201d? it beat the stuffing out of everybody else in the field. why? because the guy who wrote it understood that what sold gas was not just the words, or even the picture. it was the feeling that the strength and power of a tiger became yours when you got behind the wheel. the guy who wrote it didn\u2019t learn how to do that in accounting school.<\/li>\n
  3. there is no greater artistry in marketing than in direct response.<\/strong> knowing how to capture the reader in the first line. knowing how to time a mailing. knowing how to get the reader to think that the bright idea to buy was the reader\u2019s, not the writer\u2019s. and that\u2019s just a sample of what the professional marketer knows. \u201cwhy are we paying this guy so much for direct response?\u201d an accounting firm partner once asked. \u201ci\u2019ve been writing letters all my life. i can do it.\u201d<\/li>\n
  4. marketers understand that trying to tell people how to think about the firm doesn\u2019t work.<\/strong> that\u2019s why you can\u2019t say things like, \u201cwe put clients first,\u201d or \u201cwe do high quality work.\u201d it may be what you want the reader to think about you, but they\u2019re not going to just because you ask them to. more brochures are expensive and useless garbage because they attempt to get readers to believe things that just aren\u2019t credible by simply expounding them. professional marketers know better.<\/li>\n
  5. good marketers understand the difference between firm objectives and marketing objectives.<\/strong> they\u2019re not the same, although you can\u2019t have one without the other, as the song goes.<\/li>\n
  6. ultimately, marketing is an art form that uses skills, techniques and experience to achieve its ends.<\/strong> as we\u2019ve said, if you want a good marketing program, don\u2019t hire a mechanic, hire an artist.<\/li>\n<\/ol>\n

    as a professional, you should have some inkling about how expensive it is to hire marketers whose work you don\u2019t understand or appreciate, only to have a frustrating parting of the ways. it\u2019s even worse when you have a strong feeling that marketing is something you have to do in this competitive environment, but aren\u2019t quite sure about how to hire, much less understand and live with, that peculiar breed of professional services marketers.<\/p>\n

    \"click<\/a>
    click to buy<\/figcaption><\/figure>\n

    bruce w. marcus is a pioneer in professional services marketing and coauthor of “client at the core.” this is adapted from his new book, “professional services marketing 3.0,” available for purchase here<\/a>. <\/em><\/p>\n

    related:<\/strong> managing risk in client relations<\/a> \u2022 your clients love you? what if you\u2019re wrong?<\/a> \u2022 the three degrees of risk<\/a> \u2022 four essential habits for building client trust<\/a> \u2022 the nine hallmarks of a marketing culture<\/a> \u2022 the four cornerstones to building a marketing culture<\/a> \u2022 getting the client is only half the battle<\/a> \u2022 practice development: it\u2019s not rocket science<\/a> \u2022 nine fundamentals for a healthy marketing culture in an accounting firm<\/a> \u2022<\/em><\/p>\n

    copyright. used by permission.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    six rules of professionalism that accountants need in their marketers. by bruce w. marcus professional services marketing 3.0 there\u2019s a wonderful cartoon in which a guy in a business suit is looking over the shoulder of an artist at his … continued<\/a><\/p>\n","protected":false},"author":1340,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[5],"tags":[79],"class_list":["post-26917","post","type-post","status-publish","format-standard","hentry","category-outlook","tag-marketing"],"acf":[],"yoast_head":"\njust because you're smart enough to be an accountant doesn't make you one... 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