Areas of practice

Therapy
I also seem to provide free therapy sessions.

After dark, when good folk are asleep in bed, I don my secret identity and take to the rooftops, keeping the local area safe, and free from crime.

I don't usually mention it though, when I'm pitching to prospects. I generally find that they're pretty much looking for the usual accounting and compliance work. I suppose I differentiate myself by not promising to be anything more than just a plain old, does-what-it-says-on-the-tin accountant.

That seems to be what clients want, after they know the streets are safe.

At lunch time I turn into "the man down the pub". Gets me free beer but probably annoys my fellow local practitioners

My view - most clients don't care about qualifications.  Most don't realise that any idiot with no experience or qualifications can call themselves an accountant, so you pointing out all the letters after your name will unlikely impress.

Find a niche, so rather than becoming "just another small business accountant" you become the go to accountant for X.  It could be a specific sector ("SMEs" or "owner managed businesses" is far too broad), it could be those working with a certain (ideally fairly rare) bookkeeping package, or it could be clients fitting a certain demographic (eg the pensioner specialist).  Try to appeal to everybody and you'll appeal to nobody.

Saga Accountant
The problem with being a pensioner specialist is that your client base are prone to dying.