We’ve definitely come a long way since the days when advertising for accountants was “a violation of professional ethics,” a notion that was dissolved in roughly 1978, as I recall. And, no, I was not practicing; I was still in high school. But, my father was, and therefore, I vaguely remember.
Generally speaking, as a profession, we’ve slowly changed our marketing strategy ever so slightly over the years. The mode prior to 1978 was “whoever walks in the door,” and largely that same style exists today.
It’s time to see marketing as a core activity to help you develop the kind of firm you envision. But, before you embark on a marketing campaign to grow your practice, it’s wise to develop clarity on three key areas.
Darren Root, a practicing CPA with more than 30 years of experience and CEO of Rootworks, shares his insights. You can read his "Firm of the Future" blog HERE.