Creating A Killer Marketing Program

By Lisa K. Jannsen

“Let me tell you how great we are.” Certainly as marketing professionals, we would never think of using this as our tagline or as our firm’s marketing message. Yet, according to Ross Fishman, Chief Exceleration Officer of Ross Fishman Marketing, Inc. and a recent presenter for the Wisconsin Chapter of AAM, that is exactly what many accounting and professional service firms are doing today. Instead of creating a firm marketing message that focuses on the client and meeting their needs, many firms are promoting their own firm’s goals, capabilities and intentions.

Blending a touch of sarcastic wit with some eye-opening truths, Fishman entertained and enlighened Wisconsin AAM members and guests while sharing dozens of actual advertisements and examples. “A firm’s visual message can quickly build a powerful new image,” says Fishman. “Or waste millions of marketing dollars.”

Although accounting firm marketing materials have improved dramatically in style and effectiveness, Fishman stresses one of the keys to effective advertising is keeping the audience as the focus. It takes more than creating a marketing message from the perspective of stepping into the clients’ shoes; it takes providing strong answers to the clients’ implied questions, such as:

• How is working with this firm going to make my life better?
• Are those people who use this service like me?
• What’s in it for me?

Marketing is building relationships. Fishman cautions firms to approach relationships the right way. Remember when you first met your best friend or your spouse? Did you go to them, talk only about yourself and tell them how great and wonderful you are? Or perhaps did you tell them what incredible traits and strengths you possess and why it would be in their best interest to be associated with you? Probably not. In fact, that sounds ridiculous. Yet, many firms --- without even realizing it--- focus on telling clients and prospective clients how great they are and why their firm is the best. “Clients really want to know how much you care about them and what you can do for them, not necessarily what you know,” advises Fishman.

Ads should convey one aspect of your business that you do differently and show the benefits of using your services based on that unique advantage. In addition, if you want ads to grab attention and be truly memorable, use “eye-popping imagery” instead of trying to cram a lot of copy into an ad.

Participants from the Chapter meeting walked away with a wide array of ideas from Fishman’s presentation. Amy Reske, a new marketing coordinator and guest at the Wisconsin Chapter of AAM meeting changed her perspective on advertising. “I realized that bragging and using a lot of copy to explain your business in ads doesn't get noticed,” explains Reske. “It makes you the same as all your competitors.”

If you really want your firm to stand out, focus on why your firm is really better than another firm because of something you do differently that benefits clients. Then promote that, only do it creatively and more effectively than your competitors. The bottom line is that marketing is about the client and helping them achieve their goals. Let that show “how great you are.”

Lisa K. Jannsen is the Marketing Director for Jannsen & Company, S.C. in Waukesha, Wisconsin and President of the Wisconsin Chapter of Association for Accounting Marketing. For more information on the association or upcoming events, visit the Wisconsin chapter page or contact Jannsen at (262) 513-9292, ljannsen@jannsen.com.