how marketing evolved to 3.0

blue glowing new technology background with particleschange is a result; evolution is the process.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

it’s not difficult to understand, in this economic environment, why the word change looms so large in professional services dialogue. the nature of the professions, rooted as they are in history and tradition, can be fairly rigid, and resistant to innovation. but the times seem to have accelerated the need for new ideas and structures to cope with new economic and social problems and opportunities.

more:why value pricing works|accounting marketing 3.0: new rules|accountants don’t sell soap.|why competition matters most
goprocpa.comexclusively for pro members.log in hereor2022世界杯足球排名 today.

the accounting profession, even as we know it today, is practically prehistoric, and is now so bound by traditions, rules, regulations and laws that any suggestion of serious structural change is seen as a virtual assault on the professions. the codification of laws and the legal profession go back about as far, and are just as resistant to innovation. in both cases, the rigidity in the professions is designed to maintain integrity and probity, as well as efficiency in firm governance. if the nature of products allows for constant and rapid change to match changing tastes and fashions, the nature of professional services requires a measure of uniformity and predictability. but now, there are cracks appearing in the wall. the potential for conflict between the ethical rules and their protection of integrity, and the need for successful competitive marketing, can be intense.
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why value pricing works

and how marketing fits in.

by bruce marcus
professional services marketing 3.0

we’ve seen accounting and law professionals learn to work as partners with marketers. typical proponents of this new form of marketing are accountants who have learned to think and act like marketers, accountants who have developed new kinds of accounting firms and new kinds of governance structures. it’s a system that in at least one aspect draws upon a product marketing practice – in that the marketers participate in designing aspects of accounting and law practice.

more:how marketing has evolved|accountants don’t sell soap.|why competition matters most|nine fundamentals for a healthy marketing culture in an accounting firm

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

goprocpa.comexclusively for pro members.log in hereor2022世界杯足球排名 today.

it’s a system in which accountants relate to clients in more constructive ways, and in dialogues rather than monologues. in accounting firms in which the barriers between partners and associates who are skilled and talented have eroded, and client service teams that not only serve clients better, but function as marketing instruments, by virtue of developing better ways of demonstrating the possibilities of extended service.
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accounting marketing 3.0: new rules

what we’ve learned from our mistakes.multiple arrow missed hitting target mark isolated on white background. fail archery goal inaccurate to purpose vector illustration. concept of business failure, mistake strategy and loss opportunity.

by bruce marcus
professional services marketing 3.0

in the early days, firms reluctantly hired people they thought were professional marketers. for example, one then-big eight accounting firm hired an advertising firm executive who, it turned out, had been in ad agency production and knew nothing about marketing. another firm hired a public relations company that saw all marketing as public relations.

more:accountants don’t sell soap.|why competition matters most|even a random disaster can be controlled with risk management|managing risk in client relations|your clients love you? what if you’re wrong?

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

goprocpa.comexclusively for pro members.log in hereor2022世界杯足球排名 today.

public relations or advertising people who didn’t know how accounting and law firms worked were hired. how could the professionals know otherwise? professional marketing and its process were new to the accountants and lawyers, and they had never hired marketers before.
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accountants don’t sell soap.

woman and man shaking hands across a deskyou only have three things to sell.

by bruce marcus
professional services marketing 3.0

it took about five years before the true meaning of the 1977bates v. state bar of arizonadecision finally dawned on the professionals.

more marcus:the delicate art of positioning your firm in the mind of the prospect|who’s better at marketing?lawyers or cpas?|even a random disaster can be controlled with risk management|managing risk in client relations|your clients love you? what if you’re wrong?|the three degrees of risk|four essential habits for building client trust|the nine hallmarks of a marketing culture|the four cornerstones to building a marketing culture|getting the client is only half the battle|practice development: it’s not rocket science|nine fundamentals for a healthy marketing culture in an accounting firm

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert’s evergreen work, which retains wisdom for the present.

goprocpa.comexclusively for pro members.log in hereor2022世界杯足球排名 today.

the professionals gradually came to realize that the decision meant that, for the first time in the memory of most practitioners then alive, they could now openly solicit one another’s clients – a practice that most professionals had never done before, nor had been allowed to do. it meant that the professionals had to face – and learn to deal with – not merely the polite and collegial competition of the past, but aggressive competition.

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why competition matters most

the tone of your marketing must follow.

by bruce marcus
professional services marketing 3.0

editor’s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. today we begin publishing some of the late expert’s evergreen work, which retains wisdom for the present.

more:bruce marcus| buy:professional services marketing 3.0

goprocpa.comexclusively for pro members.log in hereor2022世界杯足球排名 today.

the late lawyer and novelist louis auchincloss wrote so meticulously and vibrantly about life in the legal and social world in the early and mid-20th century. the legal profession was rigid and class-defined, with a caste system governed by strict ethical rules, a hierarchical structure with great distance between the levels of a firm from managing partner to the lowest clerks (whom we now call associates), and by both money and status in society. to preserve the integrity and probity of the profession, there was an aloofness – an elitism – that set lawyers apart from the rest of the working world.

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aam honors bruce w. marcus, visionary professional services marketer

award named in honor of marcus
award named in honor of marcus

visionary professional services marketer recognized by association for accounting marketing

the association for accounting marketing has honored the “first professional services marketer” by creating a bruce w. marcus lifetime fellowship member program.

effective immediately, all members of the 14-year-old aam hall of fame will become lifetime members in remembrance of bruce w. marcus. at the 2015 aam summit in orlando, florida, all present members of aam’s hall of fame were also publicly recognized as bruce w. marcus lifetime fellows.

marcus is the author of dozens of books, includingprofessional services marketing 3.0, and was a longtime contributor to 卡塔尔世界杯常规比赛时间.

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accounting marketing takes a new step in the evolutionary process

learn how to recognize and participate profitably in the incoming tide.

by bruce w. marcus

professional services marketing 3.0? this from someone who has written, spoken, railed against jargon and gimmicks?

well, yes, because in this rapidly changing economic environment, intensely competitive landscape and highly charged computer age, it’s the best way to define significant evolution from one distinct period to the next. but, that’s exactly what’s happened – and is happening – with cpa firms. and in management practices, business models and structure as well.read more →

what accounting firms need to learn from personal financial planning specialists

is the traditional business model holding back the profession?

by bruce w. marcus
professional services marketing 3.0

it’s not a race, nor are there prizes for the winner. but it has been suggested that personal financial planners trading in college, retirement and estate planning are light years ahead of the accounting profession in marketing.

more for 卡塔尔世界杯常规比赛时间 pro members:the delicate art of positioning your firm in the mind of the prospectwho’s better at marketing?lawyers or cpas?even a random disaster can be controlled with risk managementmanaging risk in client relationsyour clients love you? what if you’re wrong?the three degrees of riskfour essential habits for building client trustthe nine hallmarks of a marketing culturethe four cornerstones to building a marketing culturegetting the client is only half the battlepractice development: it’s not rocket sciencenine fundamentals for a healthy marketing culture in an accounting firm

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the delicate art of positioning your firm in the mind of the prospect

and, it’snota mission statement.

by bruce w. marcus
professional services marketing 3.0

there is no great mystique to the marketing concept ofpositioning.while it’s not as simple as some would make it seem, nor as complex as others would have you believe, it’s still very real.

卡塔尔世界杯常规比赛时间 research has uncovered the startling fact of the wide disparity between how accounting firm management perceives their own performance and how their clients see their performance. (join the survey; get the results.)

more for 卡塔尔世界杯常规比赛时间 pro members:who’s better at marketing?lawyers or cpas?even a random disaster can be controlled with risk managementmanaging risk in client relationsyour clients love you? what if you’re wrong?the three degrees of riskfour essential habits for building client trustthe nine hallmarks of a marketing culturethe four cornerstones to building a marketing culturegetting the client is only half the battlepractice development: it’s not rocket sciencenine fundamentals for a healthy marketing culture in an accounting firm

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who’s better at marketing? lawyers or cpas?

is the question ludicrous?

by bruce w. marcus

looking at the question from a different point of view, the international consultant patrick mckenna said, “if you’re trying to determine which of the two professions (lawyers or accountants) are the more advanced in their marketing prowess, i’m sorry but i think the very question is ludicrous.

more professional services marketing 3.0:5 ways to manage risk in an accounting practiceeven a random disaster can be controlled with risk managementmanaging risk in client relationsyour clients love you? what if you’re wrong?the three degrees of riskfour essential habits for building client trustthe nine hallmarks of a marketing culturethe four cornerstones to building a marketing culturegetting the client is only half the battlepractice development: it’s not rocket sciencenine fundamentals for a healthy marketing culture in an accounting firm

be it accountant, consultants, architects or lawyers, it really doesn’t matter. my experience confirms for me that when you think of marketing prowess you can divide any of the individuals or firms, in any of those professions (not by profession but by mindset) . . . into three categories: hawks, doves and ostriches.”

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5 ways to manage risk in an accounting practice

by bruce w. marcus
professional services marketing 3.0

too often, we simply take risk for granted and go headlong into danger and chaos. it needn’t be so. even in view of the elements of risk over which we have no control, there are still measures of protection that can be taken to reduce a measure of risk in any enterprise.

more for卡塔尔世界杯常规比赛时间 pro members:managing risk in client relationsyour clients love you? what if you’re wrong?the three degrees of riskfour essential habits for building client trustthe nine hallmarks of a marketing culturethe four cornerstones to building a marketing culturegetting the client is only half the battlepractice development: it’s not rocket sciencenine fundamentals for a healthy marketing culture in an accounting firm

is there protection against risk? yes – to a larger degree than we may realize. there are at least five things you can do:read more →

all great strategy starts with “why”

what do we want people to know, think or feel as a result of our internal communications efforts, and why?

by bruce w. marcus

the answers to these questions are the foundation for any communications activity, internal or external. they define the dynamic of the program, its focus and its program goals. they make possible a foundation for defining and shaping the strategy.

more for 卡塔尔世界杯常规比赛时间 pro members:managing knowledge as a growth and management toolthe secret formula for getting new clientswhat we’ve learned since accounting marketing was legalizeddo accounting firms really want an ‘image’?what accounting firms need to learn from personal financial planning specialists

there are three crucial concerns…

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a real-world approach for the smaller firm

the myth of “niche marketing.”

by bruce w. marcus

there is much ado, these days, about niche marketing and target marketing and using mailing lists and knowledge management.

how does it all come together to make sense for the smaller accounting firm, particularly when there’s a limited marketing budget, and a limited opportunity to reach out to the marketplace?

more for 卡塔尔世界杯常规比赛时间 pro members:who’s better at marketing?lawyers or cpas?even a random disaster can be controlled with risk managementmanaging risk in client relationsyour clients love you? what if you’re wrong?the three degrees of riskfour essential habits for building client trustthe nine hallmarks of a marketing culturethe four cornerstones to building a marketing culturegetting the client is only half the battlepractice development: it’s not rocket sciencenine fundamentals for a healthy marketing culture in an accounting firm

in this report:

  • the limited value of “niche” marketing
  • six key variables to evaluate
  • the role of target marketing
  • the role of sales
  • the fusion that creates total context marketing
  • 15 steps to success in integrating and balancing marketing strategies

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do accounting firms really want an ‘image’?

it’sa hollow view.

by bruce w. marcus
professional services marketing 3.0

some years ago, in a remarkably successful marketing move, a graphic designer specializing in logos, letterheads and the like came up with the concept of the corporate image. a brilliant concept, but more mirage than image.

now one of the most successful operations in the marketing business, this company has managed to persuade its clients that corporate image is the key to corporate success. image, it seems, is the magic elixir. at many thousands of dollars a dose.

more for pro members:the three degrees of riskfour essential habits for building client trustthe nine hallmarks of a marketing culturethe four cornerstones to building a marketing culturegetting the client is only half the battlepractice development: it’s not rocket sciencenine fundamentals for a healthy marketing culture in an accounting firmwhat accounting firms need to learn from personal financial planning specialiststhe delicate art of positioning your firm in the mind of the prospectwho’s better at marketing?lawyers or cpas?even a random disaster can be controlled with risk managementmanaging risk in client relationsyour clients love you? what if you’re wrong?

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can you hear me now?

eight reasons why accounting firms need to work on internal communications first.

by bruce w. marcus

a terrific definition of chaos is when a client asks two different people in your firm the same question – and gets two different and conflicting answers.

more for pro members:managing knowledge as a growth and management toolthe secret formula for getting new clientswhat we’ve learned since accounting marketing was legalizeddo accounting firms really want an ‘image’?what accounting firms need to learn from personal financial planning specialiststhe delicate art of positioning your firm in the mind of the prospect

another form of it is when there’s a crisis, and the press calls and gets somebody on the phone who hasn’t been briefed – but who answers the questions anyway. there’s real horror for you.read more →