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Aim Small, Miss Small

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I’ve been busy doing lots of 15 minute marketing calls this week.  It’s been fantastic to be able to get some time to do what I love. Talking to bookkeepers about how they can grow their business is my passion.  

One thing is still coming through clearly.  

The biggest problem most bookkeepers are telling me about is the inability to attract clients.  When I ask who they want to attract and work with the response has been fairly consistent. Anyone and everyone....

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Does Niching Really Matter?

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If You've ever read anything we've done, you'll know that we're huge advocates of niching your business through understanding your ideal client.  But is it really that important, and why?

This is something I get asked a lot.  It usually goes something like this "as a bookkeeper I can work for any business, I don't want to limit myself."  While I can understand the thought process here, in reality, it's completely at odds with what really happens.

The problem with trying to...

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Who Do You Want To Work With?

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This is a great question, but sadly it's not asked by business owners nearly enough.  Let me ask you this, do you have clients that make you sad?  They never take on board what you say?  They give you the wrong information at the wrong time?  They're late with their invoices and demand an unacceptably quick turnaround?  They just make you exhausted?

The sad truth, and the truth most of us deny is that these annoying clients really don't help our business in...

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The Three M's of Marketing

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In marketing there are three M’s.  Market, Message and Media.  Who are you speaking to?  What do you want to say to them?  How do you get that message across? 

Why do so many of us get these around the wrong way?

If you don’t know the answer to that, here’s what happens.  You’re sitting in your office and the phone rings.  “Hello” say’s the caller “I’m from Weekly Press, and I have a great deal.  We...

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The Biggest Mistake in Advertising

I've been looking around some bookkeeping and accountancy forums this morning. I've got to say, I'm pretty amazed by something I've found. On almost every forum there are people asking a question about advertising that is going to kill them before they even get started. They have a mindset that means they will be guaranteed to throw good money away on a fruitless task.

What is this question I hear you ask. It's simply "Where is the best place to advertise?" That's right, before they get...

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Offline Methods for Conducting Market Research

While the Internet offers a wide variety of places to conduct market research, the kind of data you get can be somewhat limited. Online market research is no substitute for face-to-face contact with your customers. Additionally, not all segments of the population spend a great deal of time online. You might need to reach them offline. This resource is only available to members. To access it, login or join now as a free member [/MM_Member_Decision]

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Your Perfect Customer – How to Create a Target Market Profile

The point of market research is to gather data and give you a comprehensive picture of your target market. When businesses do this, they create a unique customer profile. This is the ideal customer who wants and needs your products, and it's very detailed. A good customer profile must be as specific as possible. Lots of companies go so far as to give them names and draw images. They may even post pictures of real people who represent their market.

This resource is only available to members. To...

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Keeping Track of Your Changing Market

Once you conduct your market research and create a customer profile, you're far from done. Conditions and people are constantly changing and market research is an ongoing process. If your message doesn't keep up with the times, it can become irrelevant quickly. A product that was perfectly matched to your target market one month ago may become passé the next.

This resource is only available to members. To access it, login or join now as a free member [/MM_Member_Decision]

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4 useful email marketing tips

While email has seemingly been around forever, and you’d think there’d be a more modern solution available by now, the fact is that it’s still going strong and is one of the most powerful tools in an online marketer’s arsenal. Getting the best results from email marketing requires some skill and lots of learning though. Here are a few tips to get you started:



Be brief

Most of us get dozens of emails sent to our inbox on a daily basis. Not all of them are interesting, but they all call for our...

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The Value in your USP

[MM_Access_Decision access='false']There are very few people in business who have never heard the term 'unique selling proposition' but do you really understand what it means for your business? This was a term first used in 1940 by an American advertising executive called Rosser Reeves. You may never have heard of Rosser, but I bet you've heard some of his USP's for big brands. Most of them were in the terms of slogans. He was responsible for the M&M's "Melts in your mouth, not in your...

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