Bull's-Eye! The Ultimate How-To Marketing & Sales Guide for CPAs

Bull's-Eye! The Ultimate How-To Marketing & Sales Guide for CPAs

Sponsored by the Association for Accounting Marketing and PCPS
Edited by Tracy Crevar Warren

Whether your firm is getting back into the full swing of marketing and you are looking for some new ideas to jumpstart your sales efforts, or you are getting serious about business development for the first time, this book is designed for you.& Its purpose is to inspire, teach, and provide you with practical insight to help build results-oriented marketing and sales programs in your organization.

Bull’s-Eye is a collaboration of 37 of the industry’s most successful marketing and sales minds. Collectively these gifted professionals have served as pioneering practitioners inside the profession, and as outside advisors and thought leaders for hundreds, even thousands of CPAs and their firms. They give you an insider’s view of what it takes to build marketing initiatives that produce results. Through the principles, best practices and case studies shared in the book, you can see success doesn’t happen by chance, but through careful planning, development, and implementation of well-designed processes, systems, and tools. This compendium of marketing know-how shows you how to build your marketing team, implement marketing techniques that get you noticed, connect the dots between marketing and sales, measure results, and much, much more.

Attention 2010 AAM Summit Attendees: Drawings will be held for you to receive free copies of the book and you can sign up onsite to receive a 20% discount!

Facebook Privacy Settings

The June 2010 issue of Journal of Accountancy includes a very helpful article by J. Carlton Collins, "Fortify Your Facebook Privacy Settings." It provides step-by-step instructions for creating lists of friends, hiding friends from non-friends, blocking third-party Facebook applications, protecting yourself from networks and Facebook advertisers, preventing photo/video tag mistakes, and more.

You may also want to check out Facebook's Privacy Guide for more information.

What I've learned so far is that social media is blurring the lines between our professional and personal lives. Be informed and take action to protect your reputation and personal brand.

2010 Seven Keys Webinar Series

The 2010 Seven Keys to Successful CPA Firm Management Webinar Series begins on Thursday, June 10, 1:00-2:00 p.m. Eastern with "Leadership and Management: New Rules for the New Normal." Register today and learn more about the Seven Keys:

• Leadership and Management


• Technology Trends


• Marketing and Business Development


• Client Service and Satisfaction


• Creating a Great Place to Work


• Building the Learning Organization


• Strategy Execution

Social Media Marketing GPS

Social Media Marketing GPS, written by Toby Bloomberg, Bloomberg Marketing, is the first business book written on - not about - Twitter. Tweet interviews with 40 prominent social media marketers including people from Dell, Comcast, Marketing Profs, BlogHer. 12 chapters take you from the importance of social media to ethics to the social enterprise, tactics, sponsored conversations, blogger relations with a few case studies.

"The goal was to create a comprehensive body of knowledge that could serve as a roadmap (GPS) for developing a strategic social media plan," explains Bloomberg. "My thoughts were if this could be accomplished in a series of 140 character tweets it might help ease the apprehension for people new to social media, while at the same time, providing a review and offering some interesting ideas for those more experienced."

The Five Essential Elements of Wellbeing

To construct a comprehensive measure of individual wellbeing, Gallup designed an assessment composed of the best questions they have asked over the last 50 years. To create this assessment, the Wellbeing Finder, hundreds of questions were tested across countries, languages, and vastly different life situations.

Upon completion of the research, five distinct statistical factors emerged. These are the universal elements of wellbeing that differentiate a thriving life from one spent suffering. They describe aspects of our lives that we can do something about and that are important to people in every situation we studied.

The Elements
These elements are the currency of a life that matters. They do not include every nuance of what's important in life, but they do represent five broad categories that are essential to most people.

The first element is about how you occupy your time or simply liking what you do every day: your Career Wellbeing.

The second element is about having strong relationships and love in your life: your Social Wellbeing.

The third element is about effectively managing your economic life: your Financial Wellbeing.

The fourth element is about having good health and enough energy to get things done on a daily basis: your Physical Wellbeing.

The fifth element is about the sense of engagement you have with the area where you live: your Community Wellbeing.

While 66% of people are doing well in at least one of these areas, just 7% are thriving in all five. If we're struggling in any one of these domains, as most of us are, it damages our wellbeing and wears on our daily life. When we strengthen our wellbeing in any of these areas, we will have better days, months, and decades. But we're not getting the most out of our lives unless we're living effectively in all five.

Although these elements are universal across faiths, cultures, and nationalities, people take different paths to increasing their individual wellbeing. For many people, spirituality drives them in all these areas. Their faith is the most important facet of their lives, and it is the foundation of their daily efforts. For others, a deep mission, such as protecting the environment, inspires them each day. While the things that motivate us differ greatly from one person to the next, the outcomes do not.

To learn more read Well Being by Tom Rath (author of How Full is Your Bucket?) and Jim Harter, Ph.D. (co-author of 12: The Elements of Great Managing).

7 Key Steps to Turning Your Big Idea Into a Big Success

In an article for MarketingProfs Mike Sprouse, chief marketing officer of Epic Advertising, provides seven key steps to turn your big idea into a big success. As you create your firm's marketing programs consider these seven steps:

1. Figure out what makes you tick, what makes you passionate about your career, or what you see in your industry that you really enjoy and think you can add value to.
2. Create a business plan. It should go beyond the necessary dollars-and-cents analysis and include a how your idea will benefit your company, your job, and your target audiences.
3. Figure out the "who"—who else in your company or industry might share your passions and ideas. Develop a "who's on board" list of people who might be willing to help bring your idea to market.
4. Once you have people on board, figure out—with them—the "how," or the process via which you'll make your idea a success.
5. Establish key goals or benchmarks—two or three short-term targets and one long-term target.
6. Finally, when you're ready, figure out how you will tell your story to people who may be interested. If your idea is a good one, then it is your responsibility to share it with them.
7. Have fun. When ideas or projects cease being fun, the passion dries up and, typically, the end product suffers.

Unmade Beds and Dryer Sheets

I do my share of traveling to clients, speaking engagements, and conferences. Since I'm always looking for stories that I can incorporate into my consulting I pay particular attention to the level of client service that I receive from the airlines, rental car companies, and hotels. Let me share with you the spectrum of service I received on a couple of recent trips.

I checked into a newly opened hotel. The doorman and the personnel at check-in were friendly and welcoming. However, when I got to my room I found that the bed wasn't made - the room hadn't been cleaned! I went back to the check-in desk, explained what happened, and the gentleman said, "That's the second time that's happened tonight." Not the response I was looking for but I got a new room (that had been cleaned) and a free bottle of water.

I checked into an established hotel for a friend's wedding. All personnel were extremely professional and polite. Every employee looked for ways to be helpful. A client service culture was evident. As I got ready for the wedding I noticed that my wool dress was full of static, not good to have your dress clinging to you especially with the dancing I was planning to do. I called housekeeping to see if they had Static Guard. No Static Guard. I tried water. No luck. Then, a knock on the door. Housekeeping brought me several dryer sheets, the sheets used in the dryer to prevent static cling. I rubbed the dryer sheets on my dress and slip, and presto! No static cling! Problem solved by a very creative, caring member of the housekeeping staff.

What I've learned so far is that in these competitive times all of us need to pay attention to the level of service we provide our clients, whether we're operating a hotel, a rental car company, a consulting business, or a CPA firm.

Here are a few tips for my CPA firm colleagues to keep in mind during your busiest time of the year:

- Work as a team and communicate, communicate, communicate!
- Proofread and check your work in order to catch mistakes. Be sure clients' names are spelled correctly and tax returns are sent to the correct address.
- Pay attention to the presentation of client financial statements and tax returns. It is part of your brand.
- Pay attention to your personal image and how clients perceive you. This includes how you are dressed, arriving on time, how you shake hands, the types of questions you ask and how you respond to client questions.
- Resolve problems quickly. Problems won't go away by ignoring them.
- Remember to say “thank you” to clients.