Revising Your Firm’s Brand As a new decade begins, you may consider the state of your firm’s overall brand and if there are any needed changes. When you conduct such an exercise, one of the first elements to consider revising is your firm’s positioning statement. In this article, we will review the five steps to writing an effective positioning statement which can be a strong foundation for your brand. As a new decade begins, you may consider the state of your firm’s overall brand and if there are any needed changes. When you conduct such an exercise, one of the…
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Not For Your DLOM, For Your Proposal Have you read any of the literature addressing value pricing? Ron Baker is the authority in this filed. In this article, Rod Burkert introduces the subject of pricing options, a menu of services and fee choices prospects can consider, so as to remove or mitigate price as an objection to hiring. Have you read any of the literature addressing value pricing? Ron Baker is the authority in this field. I highly recommend his book, Implementing Value Pricing: A Radical Business Model for Professional Firms, for an introduction to the basics and his Facebook…
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In Nine Easy Steps Professionals marketing for their accounting, valuation, and finance already know that case stories can be powerful tools when selling your services. However, most case studies are dry, dull, and deadly. Even case studies built on the old challenge/solution/results model can be made more compelling. In this article, the author suggests several ways to present a compelling case story. Professionals marketing for their accounting, valuation. and finance already know that case stories can be powerful tools when selling your services. However, most case studies are dry, dull. and deadly. Even case studies built on the old challenge/solution/results…
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A Risk Reduction Strategy? Being self-employed is no longer code for “recently laid-off” or “fired”. The self-employed professional diversifies risk. It is a privilege for the talented, but it also requires motivation and continual sharpening of the saw. How ready are you to assess your talents? Level of risk tolerance? As a practice development coach for our industry, I get a ton of questions asking what it’s like to be a sole practitioner and why did I choose to be one. Well, I’ve been practicing on my own since July 2000, so I have some insight. But I want…
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For Finding Guest Blogging Opportunities Have you considered an article you have written on another website, posting a guest blog? What are the benefits? How hard is it to get or become a guest blogger? In this article, the author discusses the opportunities of posting a guest blog. [su_pullquote align=”right”]Resources: Get Published in QuickRead[/su_pullquote] Have you ever considered writing a guest blog to reach new audiences? If you already post blogs on your own site, guest blogging may be much easier than you would think. More importantly, doing so is also a great way to expand your audience, promote your thought…
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Of Your Work? What can a BVFLS professional do to stand out amongst his or her peers? In this article, Rod Burkert shares his thoughts. How do BVFLS professionals like us to demonstrate our analytical skill? How do we exhibit our problem-solving acumen? How do we showcase our report writing talent? I have an idea…turns out it is somewhat controversial…but read on and let me know what you think. All creatives—artists, writers, musicians, photographers, graphic designers, website developers, etc.—carry a portfolio of their work they can show to a prospective employer or client and say, “See, I’ve done this. This…
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Engage the audience! Conducting webinars is a great way to accomplish that goal; however, it is important to understand how the topic selected can have a dramatic effect on its success. Just as a great headline can hook readers, a good webinar topic will bring in more attendees—and the more people who attend, the more opportunities will arise for the speaker and his or her firm to sell services. This article discusses what it takes to develop a winning webinar topic.
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Technology Expectations This article discusses the importance of adopting the latest technology and software and how to minimize the value gap. Most accountants have struggled to keep up with this new wave of technology and a growing value gap is arising in firms of all sizes. This value gap represents all the lost opportunities by not having the right technology solutions in place. These lost opportunities include a loss of revenue, the inability to attract new clients, realization struggles, and difficulties in hiring and retaining staff. Has your firm utilized technology to its fullest capacity to provide the highest quality…
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One Has Traction with Prospects, the Other Does Not Any product/service can almost always be viewed as either a vitamin or a painkiller. Which do you (or your firm) offer? Any product/service can almost always be viewed as either a vitamin or a painkiller. Which do you (or your firm) offer? BVFLS Services Can be Either Vitamins or Painkillers What’s the difference? Kind of obvious, but vitamins: Are condition-generic and can be found in every grocery or drug store.And so, they’re easy to come by. Don’t have universally recognized health benefits.And so, taking them may or may not make you…
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an Effective Elevator Pitch Professionals in the accounting, valuation, and finance sectors frequently struggle with a deceptively simple task: describing in a few words what their firm does and how it stands apart from the competition. If you, the reader, have experienced this difficulty, you can make it easier on yourself by having a thoughtful and concise elevator pitch ready to deploy when the opportunity arises. The ideal elevator pitch explains in clear, straightforward language what your firm does and how it is positioned in the marketplace. In this article, I will share some proven tips on how to write…
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Establish Yourself as a Sought-after Speaker Public speaking offers a range of opportunities—from professional growth, to promotion of you and your business, to breathing new life into your existing network. In addition, by doing a little preparation and research, you will find many excellent opportunities within your reach. In this article, the author helps the reader learn how to find the perfect audience for their expertise—and lay groundwork for speaking engagements that will help the expert and their company. Public speaking offers a range of opportunities—from professional growth, to promotion of you and your business, to breathing new life into…
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Beyond Keyword Placement—An Illustration for Search Engines to Find You In previous QuickRead articles, the author discussed the role blogging can play when marketing a firm’s services. When relevant articles are written and posted on a website, those articles can be found by prospects who are looking to solve a business challenge. But to ensure that blog posts are discovered, one needs to optimize them by adding keywords that prospects are searching for on search engines like Google. This process is discussed here. In previous articles, we discussed the role blogging can play when marketing your firm’s services. When relevant…
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Understand the Cyber Security Threat Landscape and Threats to the Accounting Industry Do you feel like your firm’s data is safe? Do you feel like your client’s sensitive information is secure? Do you sleep each night feeling secure that you will not be hit by a data breach? If you answered yes to all three of those questions, it is time to wake up to the real risks you are faced with. You need to make sure to read the rest of this article and understand the real cyber threats you are faced with every single day when it comes…
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Consider Michael Jackson, the Empire State Building, and Myriad of Value Drivers (Part II of II) In this concluding article, the second of a two-part series, the authors conclude presenting additional illustrations that underscore their primary thesis: that in many businesses, value is illusory and there are a host of factors that are unanticipated and cannot be modeled. In this concluding article, the second of a two-part series, the authors conclude presenting additional illustrations that underscore their primary thesis: that in many businesses, value is illusory and there are a host of factors that are unanticipated and cannot be modeled.…
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Options that Provide Superior Results Compared to Renting Marketers of accounting and valuation firms have long used e-mail marketing to nurture new and existing prospects. But what is the best way to develop a good list in the first place? This article provides seven proven strategies for building your firm’s e-mail list faster. Marketers of accounting and valuation firms have long used e-mail marketing to nurture new and existing prospects. But what is the best way to develop a good list in the first place? Here are seven proven strategies for building your e-mail list faster. More digital marketing tips…
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Everything is Changing (Part I of II) In this two-part article, the authors present some illustrations that indicate the illusion of value of many businesses. Business appraisers have many tools to determine the value of a closely held business. So many so, that many “official” conclusions of value for the same business generate significant differences. This borne out by the normal expectation of rebuttal reports in marital and shareholder disputes, tax litigation over estate, gift and charity values of family businesses, and fair value situations. In some instances, there are multiple valuations. Many valuations are prepared to fulfill a purpose…
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Full-Time Mother and the Firm Perspective (Part II of II) This article is a follow-up article to an earlier article written by Laura Whitman, CPA, MS, manager, WithumSmith+Brown, PC titled Part-Time Accountant; Full-Time Mother. In this article, Edward Mendlowitz, CPA, ABV, CFF, interviews John Mortenson, CPA, partner in charge of the Withum East Brunswick, NJ office who interviewed Laura Whitman regarding how she managed her roles and how this impacted the firm. Follow-up to article by Laura Whitman, CPA, MS, manager, WithumSmith+Brown, PC, titled Part-Time Accountant; Full-Time Mother. Interview with John Mortenson, CPA, partner in charge of East Brunswick, NJ…
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For Prospects and Clients to Work With You One of the easy-to-implement practice development tips proposed by the author, who coaches, is this: If you are looking to build/grow your practice, start by making just one thing easier for your prospects and clients to use or understand. Identify something they do, read, or experience and answer this question: How could I make that easier? In this article, four courses of action are presented. One of the easy-to-implement practice development tips I talk about with coaching clients is this: If you’re looking to build/grow your practice, start by making just one…
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Meet Skynet … Your Professional Role is About to Change! What is Artificial Intelligence (AI)? How will AI impact the way we work? Serve our clients? In this article, the author explains what AI is and how the evolving technology will impact our professional practice. The goal of artificial intelligence (AI) in the computer science world is to create human intelligence demonstrated by machines. Once this human intelligence is demonstrated, AI programs would then be able to perform a variety of tasks that, until now, were only done by human beings. AI and the promise of intelligent computers has long…
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Full-Time Mother (Part I of II) Striking a work-life balance is difficult. Are there solutions and an upside to firms committed to retaining the investment made developing professionals? This article was originally written in 2013 for the Withum Journal where Laura Whitman shares her perspective. The article has been updated to reflect events that occurred since it was originally published. This article was then addressed from the firm’s vantage point by John Mortenson, the partner in charge of the Withum East Brunswick, NJ office in an interview by Edward Mendlowitz, a partner in that office. This article was originally written…