Marketing 101 - Creating Awareness 


Successful marketing depends upon your ability to create and communicate a specific image. Take a look at your image materials letterhead, business cards, office environment. Do your cards and stationary feature modern designs? Are they printed on quality paper? Are your report folders and invoices professional looking?

Look around your office. For new clients, its often their first impression of your organization and first impressions can be the most lasting. Your firm name should be displayed prominently in an entranceway. Your reception area should be cleared of old magazines. And be sure to make full use of this area by displaying copies of your firm brochure or newsletter or general articles about CPAs and the services they offer.

Once you've assessed your office and image materials and made any necessary improvements it's time to begin marketing your services to your target audiences. You don't need to spend huge amounts of money to get your message out to the general public. A successful awareness effort requires only Planning, Imagination and Persistence. Here are three things to keep in mind:

  • Focus your efforts. If you know your service and your audience well, concentrate on reaching that share of the audience most likely to respond positively to your efforts.
  • Choose your media imaginatively. Don't limit your efforts to just one strategy or one kind of media. Don't be afraid to be unconventional.
  • Consistency and persistence count. Your audience is already being bombarded with messages from other companies. You need to emphasize the most important facet of your message and keep repeating it over and over again. Don't expect an immediate response from your first effort. Rather realize that name recognition and image are established over time through repetition and consistency.



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