{"id":27733,"date":"2023-02-10T08:00:00","date_gmt":"2023-02-10T14:00:00","guid":{"rendered":"https:\/\/taxprocenter.proconnect.intuit.com\/?p=27733"},"modified":"2023-08-22T11:07:30","modified_gmt":"2023-08-22T16:07:30","slug":"steps-to-brand-market-and-sign-up-clients","status":"publish","type":"post","link":"https:\/\/accountants.intuit.com\/taxprocenter\/advisory-services\/steps-to-brand-market-and-sign-up-clients\/","title":{"rendered":"3 steps to brand, market, and sign up clients\u00a0"},"content":{"rendered":"\n<p class=\"has-x-large-font-size wp-block-paragraph\"><strong>Executive Summary<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define your advisory services and your firm.<\/li>\n\n\n\n<li>Integrate your brand across all communications channels.<\/li>\n\n\n\n<li>Be authentic and genuine; prospects can spot an inauthentic personality right away.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Before you can acquire new clients, you have to know what to sell them. That\u2019s why my <a href=\"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/how-to-choose-the-advisory-services-you-should-offer-to-clients\/\" target=\"_blank\" rel=\"noreferrer noopener\">first article<\/a> in this series showed you how to determine exactly which <a href=\"https:\/\/accountants.intuit.com\/taxprocenter\/tag\/advisory-services\/\" target=\"_blank\" rel=\"noreferrer noopener\">advisory services<\/a> to offer. Next, you have to know <em>how<\/em> to find these ideal clients, the focus of the second article in this series: <a href=\"https:\/\/accountants.intuit.com\/taxprocenter\/practice-management\/how-to-identify-clients-for-the-advisory-services-youre-offering\/\" target=\"_blank\" rel=\"noreferrer noopener\">How to identify your ideal clients<\/a>. If you have not read these articles, there\u2019s no better time than now, because in this article, I\u2019m going to teach you how to close the deal through branding, marketing, and new client recruitment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s not enough to know what you want to sell and be great at delivering it. Unless prospective clients know who you are and what you stand for, they will never buy services from you\u2014or it will take a superhuman effort on your part to get them to buy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think about it. At first, your prospect isn\u2019t thinking of you at all. How could they? They don\u2019t know you. The clich\u00e9 \u201cBuild it and they will come\u201d is false. A better aphorism is \u201cBuild it, <em>then you must tell them what you\u2019ve built<\/em>.\u201d You must tell prospects why your services matter to them and what crucial problem you are solving, and only then they might come.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here\u2019s the three-step approach I use. Apply it consistently and you should get great results, too.<\/p>\n\n\n\n<p class=\"has-large-font-size wp-block-paragraph\"><strong>Step 1: Establish your brand<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tax accountants were made for tax and accounting, not for branding. Very few accountants I know establish a brand from day one, but the ones that do tell their audience exactly what they stand for. Branding starts with the question, \u201cWhat do I want to be known for?\u201d A great example is Geni Whitehouse\u2019s <a href=\"https:\/\/theimpactfuladvisor.com\/\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">The Impactful Advisor<\/a>. Once on her website, you will know exactly who she is and what she\u2019s about.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution:<\/strong> Create a brand-strategy document; some may call these \u201cbrand architectures.\u201d Here, you\u2019ll lay the groundwork about who you are and which advisory services you specialize in. You must include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What you are.<\/li>\n\n\n\n<li>What you are not.<\/li>\n\n\n\n<li>Words that fit your brand, also called brand attributes.<\/li>\n\n\n\n<li>Words you should never use.<\/li>\n\n\n\n<li>What your voice is: serious, edgy, light-hearted, eccentric, conventional, or something else.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Neither a mission nor a <a href=\"https:\/\/taxprocenter.proconnect.intuit.com\/advisory-services\/the-path-to-advisory-crafting-a-vision-for-your-firm\/\" target=\"_blank\" rel=\"noreferrer noopener\">vision<\/a> statement is enough unless you have a clear and concise idea of just who you are. The alternative is that you become everything to everybody, which means you are \u201cnobody to everyone,\u201d or just another accountant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you have never read anything on branding or scared to start, read what I believe is the bible of branding, \u201c<a href=\"https:\/\/www.amazon.com\/Positioning-Battle-Your-Mind-Anniversary-ebook\/dp\/B0013Y1UHO\/ref=sr_1_1?gclid=CjwKCAiAzp6eBhByEiwA_gGq5HPIGYuuVK03KkGWCLhuOwA5YI_VLYEzq-SemjuXHDehsOlCrXLj6hoC4nkQAvD_BwE&amp;hvadid=587485852459&amp;hvdev=c&amp;hvlocphy=9026929&amp;hvnetw=g&amp;hvqmt=e&amp;hvrand=12622003146989157068&amp;hvtargid=kwd-300570823149&amp;hydadcr=22598_13378909&amp;keywords=positioning+the+battle+for+your+mind&amp;qid=1674058204&amp;sr=8-1\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">Positioning: The Battle for Your Mind<\/a>,\u201d by Al Ries and Jack Trout, or \u201cFocus: The Future of Your Company Depends on It,\u201d also by Ries. Looking for a more modern book on branding? Then give read Pia Silva\u2019s \u201c<a href=\"https:\/\/www.amazon.com\/Badass-Your-Brand-Impatient-Entrepreneurs-ebook\/dp\/B06X9H485C\/ref=sr_1_1?crid=1Z6HD8PU2N575&amp;keywords=Badass+Your+Brand&amp;qid=1674058248&amp;sprefix=badass+your+brand+%2Caps%2C103&amp;sr=8-1\" target=\"_blank\" rel=\"noreferrer noopener\" target=\"_blank\">Badass Your Brand: The Impatient Entrepreneur\u2019s Guide to Turning Expertise into Profit<\/a>.\u201d<\/p>\n\n\n\n<p class=\"has-large-font-size wp-block-paragraph\"><strong>Step 2: Coordinate your touchpoints\u2014everywhere!<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Once you\u2019ve finished creating your brand strategy, you must integrate it across every touchpoint you have on all communication platforms, including your website, newsletters, blogs, Twitter, Instagram, YouTube, and any other relevant social media. This also includes your email signature.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution:<\/strong> Identify where you\u2019ll interact with your target market the most. Will they find you in webinars, email newsletters, YouTube, or through other social media? How do you want them to perceive your brand in terms of your advisory services? In this case, you may benefit from contracting with creative director. Unless you\u2019re already a wizard at branding and marketing, you will need someone who understands not only human interactions, but also the power of your voice. Reality check: great creative directors are not cheap; lousy ones are. The same goes with great designers, writers, editors, and PR firms. Skimp now and the only thing you\u2019ll be cutting is your client base.<\/p>\n\n\n\n<p class=\"has-large-font-size wp-block-paragraph\"><strong>Step 3: Be authentic, be genuine<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If your brand is not authentic, you will come off as a hack. Too many people today try to be who they are not instead of being proud of who they are. If you are not yourself, prospects will eventually see through you, and you will have lost their trust forever. Authenticity applies not just to yourself, but to your staff, vendors, and audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Solution:<\/strong> Identify who and who you are not. Be honest with yourself and your employees. Call yourself out in areas where you\u2019re weak. Remember that your staff and clients already know who you are, even if you are lying to yourself. Confucius said: <em>The wise man knows who he is not more than who he is<\/em>. Wise counsel. Once you\u2019ve identified the authentic you, insist that every part of your brand center on this authenticity.<\/p>\n\n\n\n<p class=\"has-x-large-font-size wp-block-paragraph\"><strong>Wrapping up this series<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Integrating advisory services into your practice takes time, talent, and a great deal of effort. No one goes from being a tax preparer to tax advisor overnight, but by building a diligent plan and focusing on the kinds of advisory services you want to offer, identifying your ideal clients, and figuring out how to reach them, you will be well on your way to a successful advisory practice. Start today!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You must tell prospects why your services matter to them and what crucial problem you are solving. Romeo Razi, CPA, explains.<\/p>\n","protected":false},"author":144648993,"featured_media":27735,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"rkv_reviewed_by_select":[],"rkv_browse_by_id":0,"rkv_cta_id":0,"rkv_optimize_for_pagespeed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"useModifiedDate":false,"customPublishDate":"","customModifiedDate":"","_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[646041873],"tags":[605132289],"intuit_collection":[],"intuit_series":[],"coauthors":[646041850],"class_list":["post-27733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advisory-services","tag-marketing"],"header_image":"","yoast_head":"<!-- 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