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make marketing more manageable

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get the world’s best graphic template tools to create compelling designs.

by beth ziesenis
app of the week

most of us small business folks these days have to do our own marketing… and accounting…and dishwashing…

we’re responsible for a lot!

more apps of the week:  automate captions for videos | can’t read it now? save it for later | don’t lose precious memories: digitize old photos | track your mileage automatically | keep track of your subscriptions | capture testimonials to increase credibility | find an extra set of hands for time-consuming tasks | personalize communication and set yourself apart from competition | waiting to exhale (i.e., can april 19 hurry up?) |
see all: apps of the week here |
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when it comes to graphic design tools and templates, there are numerous options with hundreds of benefits. however, one platform stands above all the others, in my opinion.

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seven principles to work less and achieve more

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bid farewell to late nights at the office and weekend “catch-ups.”

by w. michael hsu

in accounting, where being constantly busy is the norm, working less while achieving more seems like a distant dream. but is it?

more w. michael hsu: how do firm leaders learn? | why your approach to cas and cfo services is wrong | when it comes to pricing, it’s about ‘can’t afford not to’ | your client base is global |

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what if i told you there’s a method that can help you strike the perfect balance between productivity and rest? it’s called the measure x hack method. in this article, we’ll dive into the seven principles of this method, showing you how to achieve more with less effort.

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raise cas awareness among your clients

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number 6six simple steps to take.

by hitendra patil
client accounting services: the definitive success guide

what is stopping you from offering client accounting services? maybe your clients aren’t asking for it. no matter. unless you are providing only tax return preparation services only to individuals, you can, and should, make sure your clients learn about the many benefits of cas.

more: five ways to profit from cas | think cas isn’t for your firm? | which clients are best for cas | cas is a value pitch | convince your firm of cas value | how much can automating bank feeds save you? | accountants are perfect for virtual cfo roles | ten ways to tell a client is ready for cas | wants vs. needs: why not fill both?
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

i sent a quick one-question poll to randomly selected people. i had no clue if such people bought any services from accountants. the question was simple: “what word comes to your mind when you hear the word ‘accountant‘?”
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it takes a village to stop cybercrime

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we’re all in this together.//www.g005e.com/2021/11/09/russian-solarwinds-hackers-at-it-again/

by donny shimamoto, cpa, citp, cgma
on cybersecurity for accountants
center for accounting transformation

i’ve been warning accountants about the treasure trove of taxpayer information they are entrusted with since 2014. that was the first year i spoke at an aicpa conference about it risk management and the need to self-assess information security risks. every year since then, via numerous conference sessions and webinars, i’ve taught both non-techie accountants and it professionals about the cybersecurity jargon, key threats, how to understand the risks, and how various types of administrative and technical controls help mitigate those risks.

more:  donny shimamoto: future firm growth requires a mindshift | ai, ocr, nlp & cpas: oh my!   |  accounting nerds, unlock your super powers  | early adopters gain an edge in audit | dustin wheeler: for serious cas success, hire tech teams | csr for cpas: the missing ingredient | donny shimamoto explains how ‘agile’ applies to cpa firms |  staff retention for remote workers | why the future is in risk advisory |  ready for non-cpa “cpa” firms?
goprocpa.com exclusively for pro members. log in here or 2022世界杯足球排名 today.

as quickly as cybersecurity practices mature, new threats, threat delivery vectors and other schemes arise. what many people don’t realize is that identity theft is a lucrative business. whether taxpayer identification (e.g., social security numbers), bank account information, credit card information or healthcare information—these records have value on the dark web. fraudsters will pay handsomely for this type of information.

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ten keys to marketing success

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target, pie chart, arrowwho is your ideal customer? how will you track your interactions?

by august j. aquila

if you recently passed the cpa exam, bar or other professional designation, congratulations. you put a lot of work and time into learning about the technical aspect of your profession.

more: firms must plan ahead for partner retirement | retiring partners are valuable assets | nine ways to handle partners with strong views | rate managing partners in six areas | five ways to keep your edge as a leader | managing partner: the toughest job in the world | why partners need written goals
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

unfortunately, what they didn’t teach you is how to build a professional practice, gain clients and understand client needs. these talents are just as important as being a good auditor, tax consultant or management consultant.
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the risk in not understanding risk

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five steps for better protection.

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.

risk. it’s amazing that so simple a four-letter word can be so complicated. there are risks with dire consequences and risks with negligible consequences. there is risk in every human enterprise; in every trade or endeavor.

more: how to build a marketing culture | professional services marketing requires flexibility | how to set marketing objectives | accounting marketing 3.0: new rules | nine fundamentals for a healthy marketing culture in an accounting firm
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we take risks, in varying degrees (and sometimes unwittingly) every day of our lives. there is even risk inherent in getting out of bed in the morning. but what – on any level – does risk really mean? can risk be tamed?
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ai systems just for accounting in development

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artist concept of an ai-based neuronwhat will bloomberg’s gpt ai built for finance mean for accountants?

by hitendra patil
rise of the aiccountants

bloomberg released a research paper detailing the development of bloomberggpt, a new large-scale generative artificial intelligence (ai) specifically trained on a wide range of financial data to support diverse natural language processing (nlp) tasks within the financial industry.

more: three ways a.i. will take shape in accounting | four ways to prepare for the ai era | seven ways ai could change accounting | who is better at accounting, ai or humans? | talent shortage: ai neither the cause nor the remedy | accounting profession to experience highest ai impact
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according to bloomberg, “the team pulled from this extensive archive of financial data to create a comprehensive 363 billion token dataset consisting of english financial documents. this data was augmented with a 345 billion token public dataset to create a large training corpus with over 700 billion tokens. using a portion of this training corpus, the team trained a 50-billion parameter decoder-only causal language model.”
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five ways to acquire more clients

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laughing businesswoman talking on the phone in office in front of four monitorsbut don’t bother with #5 if you don’t do #1, #2, #3 and #4 first.

by sandi leyva
the complete guide to marketing for tax & accounting firms

if getting new clients is a bit of a struggle for your business and you’re not reaching the revenue levels you desire because of too few clients, then the first step is to find out where the process is breaking down.

more: get your name in the news | when you don’t know what you don’t know | eight things to give new clients | put your linkedin profile to work | what’s in a (domain) name? plenty | four tips for tough times | nine thoughts on self-marketing for the introvert | three questions for the new year
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

there are five main places:

1. client retention

are you keeping the clients you acquire, or are you experiencing too much churn in your client base? you can measure your retention rate year after year by computing the percent of total annual revenues that is due to repeat clients. if it’s less than 80 percent, then you are either in your first year of business or you have a problem.
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can we lead gen z to careers in accountancy?

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screenshotonline campaigns are just the beginning.

by 卡塔尔世界杯常规比赛时间 research

do you remember what was at the top of your mind back in high school?

a career in accountancy, right?

more: new aicpa program aims to open personnel pipeline
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right. maybe. but probably not. you probably had other priorities. you probably didn’t even know what accountants did all day, other than wear suits and crank adding machines.
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why accountants don’t get referrals from wealth managers

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reconsider your focus.

by russ alan prince

for accountants with high-net-worth practices, research study after research study has shown that there is no question that wealth managers and attorneys are the best referral sources for wealthy clients. moreover, accountants have enormous opportunities with these clients as a significant percentage are not getting optimal results.

more: the biggest obstacle to taking your firm upmarket | what the wealthy getting wealthier means for your practice | does wealth management make sense for your firm? | create family dynasties and add value, roi | is elite wealth management right for you? | why accountants fail at wealth management
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generally speaking, quite a few of the wealthy up to multibillionaires are satisficing instead of maximizing. the results they are getting are good enough, and they do not know they can get more. however, once they understand they are not getting optimal results, they will likely change the professionals they’re working with. while the possibilities for accountants with high-net-worth practices are extensive, there is still the matter of being introduced to the wealthy clients of wealth managers and attorneys on a preferential basis.
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how to guide clients through divorce

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three paper hearts: one whole, one crumpled, one tornnine questions to ask about taxes.

by ed mendlowitz
how to build a stronger tax practice

divorce settlement planning attempts to help clients realize the reality of the financial situation and to suggest ways to settling the financial arrangements before extensive, expensive and drawn-out negotiations, depositions and litigation.

more on marketing: how to assist investment clubs | help clients with basic budgeting | help clients manage their investments | when clients remarry | questions for after tax season | help heirs with tax issues | seven questions to suggest estate planning | 28 data points for a financial planning discussion | every client can use financial planning | four reasons to perform tax projections | four additional services to suggest
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

who needs this service

divorce today has become commonplace. with 50 percent of first-time marriages ending in divorce it is a good bet that many of your clients are either in the process of getting divorced or considering it. a simple inquiry can tell you where the client is in the process.
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ai is not your enemy

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clients still need context, and that comes from you.

by penny breslin
it’s not just the numbers

in 1994, in a small hotel meeting room in colorado springs, 50 accounting firms were up in arms when the presenter mentioned quickbooks. they shouted angry comments: “quickbooks is destroying my business.” “they want to take my clients.” “they are giving people a false sense of security with their commercials that say, ‘if you can write a check, you can do quickbooks.’”

more: put back office support into action | make cybersecurity a client service option | start every engagement with an sla | get the most out of your client meeting | why you need standard naming conventions | how to develop internal procedures | proper workflow demands consistency
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the presenter was nervous and asked me what he was to do. i said i use quickbooks for your company, and i have no idea what i am doing, and i could use an accountant to teach me.
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chatgpt passes cpa exam on second try

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its average score was 85.1.

by rick richardson
technology this week

an improved and better-trained version of chatgpt took a simulated cpa test after an earlier failure and passed, similar to the roughly half of human applicants who fail on their first attempt. but does this trial suggest that chatgpt will soon compete for accounting positions?

more: smartwatch saves two lives | first e-road charges electric vehicles as they drive | stanford scientists 3d-print heart tissue | chatgpt unlikely to replace accountants | cancer vaccine available by 2030? | four of today’s new technologies that will be tomorrow’s ‘norm’ | chatgpt spurs competition in different ways | chatgpt: what it is. why you need to know.
goprocpa.comexclusively for pro members. log in here or 2022世界杯足球排名 today.

“this calls into question the ‘competitive advantage’ of the human accountant relative to the machine. to our knowledge, for the first time, ai has performed as well as most human accountants on a real-world accounting task. this raises important questions of how machines and accountants will work together in the future,” the study’s authors said.
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