Advertising services?

Advertising services?

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Hi

I am an AAT member and am considering starting a bookeeping service. Though I haven't worked in practise previously, I'd like to know how do I advertise for my services? What has anyone found to be an effective method for advertising? Initially, I think I would offer a service to small self-employed businesses - preparing & filing accounts, completing self-assessments and doing VAT returns for now. 

I currently work full-time through an Accountancy Agency, but would like to build up an accounts service with the aim of this being my main job.

Thanks.

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By David Winch
21st Oct 2014 15:32

Get Things In The Right Order

I am going to make a big assumption here and guess that as well as "What do I say and how do I say it?" you're asking "Where should I say it?"

So, before you try to answer "How do I advertise?" I'd advise getting clear on one or two other questions first.

"Who exactly are my ideal clients?" 'Small self employed businesses' is too broad.

"What exactly do they want from an Accountant?"  Not just the accounts, self assessments and VAT returns that every man and his dog offers.

"Why would they want to change their Accountant?"  Apart from start-ups and some sole traders, they'll probably have one already.

"How will I stand out as different from all the other Accountants, large and small, competing for work?"  And remember, the answer has very little to do with you, your firm and the run of the mill stuff, and a huge amount to do with the clients and what they'll get out of choosing you that they wouldn't get from anyone else.

So now to your original question; at least my interpretation of it.  You need to answer:-

"What am I hoping my advertising will achieve for me?"  Brand awareness, instant sales, a list of people interested in the novel way you are going about things, or to send them to a dedicated page of your website where you can tell them more and get them to indicate their interest?

"How can I grab and hold their attention within a few seconds, and thus get the rest of my words read?"  Hint, this almost certainly won't mention what you are trying to sell.  If you say, "Looking for a new Accountant?" I'll shoot you!

"How many different things can I tell them about, that they will find immensely valuable, and that they can't get from anybody else?"  Fifty will be more than enough, and write about them using second person, nominative singular.

"How can I ask them to do what I want them to do next in a way that will strongly influence them to do so?"  Hint, you want those who are interested to ask you to keep in touch with them and provide them with more stuff that's valuable.

As for "Where do I say it?" you need to appear in places where lots of your ideal clients are likely to read, hear or watch it.  The narrower your definition of your ideal client, the easier it will be to answer this question.

And a final question you need to ask is, "How do I measure which of my adverts produced which results?" all the way through to long-term client.  You need to know what works for you and what doesn't so you can do more of what does and stop doing what doesn't.

I hope this helps,

David

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