Features and Benefits for Accountancy Marketing

The biggest challenge that I hear from Accountants looking to market their practices is to get the marketing messages right for Features & Benefits.

Yes we know that accountancy is not the most riveting subject on the planet however don’t underestimate how important it is for some people.

Lots of accountants take the view “It’s just accountancy” but really it isn’t! Here’s what I mean …

1) What is compliance to you is reassurance for others

2) What is tax planning for you is saving money for others

3) Fixed fees for you is value for money to your customers

4) Management accounting is confidence to make decisions

5) Payroll is comfort from things being done professionally and properly

Have a look at your website and see if you have listed a load of features instead of benefits.

See if you can further translate these into benefits from the accountancy services provided.

Does this overflow from your website to other marketing literature such as sales literature (brochures, direct mail templates, business cards etc) and other marketing information such as Telemarketing scripts/briefs?

It can be really advantageous to try and put yourself in your potential customers shoes.

Try not to think about the actual task or service being provided but rather how that particular potential customer can/will benefit from using it.

There will also be other pockets too where the benefits can be articulated either by size of business, industry, stage of growth etc.

Big warning here though… Don’t overcook it!

Too much waffle about benefits without actually describing services leaves people to guess what the actual thing is that’s being offered and they won’t do that, they will just give up.

I actually had a telemarketing call today (I won’t say what the product was) but I was in the market for it. However the telemarketer was completely useless and just kept referring to their script/checklist/guide and kept banging on about benefits of saving money, being more efficient but at no time at all had she actually told me point blank what it actually was. I was left guessing and after asking her THREE TIMES I admit I gave up and said send me an email just to get her off the phone as I was bored with listening to her.  I really hoped that the email would be more useful but NO, it was even more of the same waffle just in a written form so the delete button was hit.

If you would like to discuss this please call on 01480 878082 and we are happy to share our experiences of other accountants who have worked through this particular challenge. We also work with a number of marketing consultants so we also have the option of pulling in some outside help for you too if you need it.

It’s free to chat :)

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