We all want to be liked – it’s human nature to seek some form of acceptance and fitting in can be a comforting feeling.
However, when it comes to marketing your accountancy firm, appealing to everyone means that you’re really appealing to no-one.
Paolo, a local Italian restaurant owner, needs an accountant and speaks to two firms who give him the following responses:
Firm A: Jackov Altrades Ltd
“Yeah…so we do accounting for small businesses and medium businesses and large businesses and very large businesses and sole traders now and again, we dabble in the restaurant business from time to time but we can do work for some legal firms…a bit of everything really.”
Firm B: Restaurant Accountants Ltd
“We specialise in accounting services exclusively for local restaurants. We understand the issues they face and we have great experience in saving restaurants money as well as allowing them to spend more of their time feeding the local community!”
Restaurant Accountants Ltd understands Paolo’s needs, problems and ambitions and the service they provide will resonate much stronger with Paolo than that of Jackov Altrades Ltd, who have not narrowed down their market at all.
That’s not to say Jackov Altrades Ltd won’t get any clients and will be sleeping rough in 6 months, but it does mean that they will struggle to build a deep connection with their clients in the same way that Restaurant Accountants Ltd will.
While Restaurant Accountants Ltd only appeal to a small minority of businesses that need accounting services, their clients are much more likely to remain loyal to them as they have a deep understanding of their clients, which isn’t possible when you appeal to everyone.
It is better to be loved by a few than it is to be indifferent to all.
Who should our accountancy firm appeal to?
The first step is to define yourself and make sure you appeal to yourselves – this seems obvious but too many accountancy firms are stuck in a box of being just accountants. Think about what values do you hold dear to your business? What do you enjoy doing? Who do you enjoy working with? Having this self knowledge is crucial to your development.
Once you have defined your own business, it is then time to define who your ideal clients would be and make it as specific as possible and then find out their concerns and ambitions and give them a solution they need.
Becoming unique as opposed to generic is a great way to stand out from the competition and those that resonate with your firm’s values and mission will build a stronger connection with you than any generic accountancy firm could ever hope for.
Yes, you won’t appeal to everyone, but that should be seen as a good thing. You don’t want to work with just anyone. You want to work with the people and businesses you enjoy working with and that you can use your knowledge and experience to really help.
Making your business more unique and appealing to a defined audience you’re passionate about is not only a fantastic way to enjoy your work more than ever before, but it also saves time on vetting potential clients that aren’t the right fit for your company. Your brand and company image will do a lot of the vetting process for you, saving you much time in the process.
If you would like help in defining your brand’s unique image and to find out who your ideal clients are and how you can appeal to them, book a FREE consultation call with Accountac and we can discuss what options are available to you to build deep connections with your ideal clients.