The Magic of Success and fresh marketing insights for accountants

This week, in addition to another batch of practical ideas and insights, you'll also hear about a key anniversary for me. And there's another fun item to make you smile, right at the end - as a reward for getting there ;-)

3 practical tips I shared recently in 1-2-1 sessions

1. Stop overanalysing: The only bad choice is making no choice at all. You have to risk making bad choices if you are to ever make good choices. The more often you make choices and decisions the more you will move forwards. And the more good choices you will inevitably make.
2. Speed stuns: Better to reply promptly and to get back to a prospect quickly rather than too late, however well you have crafted that slow response.
3. Linkedin voice messages: Consider leaving a voice message instead of a typed one. Just click on the microphone icon next to the message box.

What are you talking about Mark?

As we all know, this month marks the one year anniversary of the first UK lockdown. So it is also 12 months since I last delivered a talk in person.

I remember it well for that very reason and because that was also the last time I went on a train!

I had tailored my talk on 'The secrets to generating more of the referrals you really want' for my client. This was a top 60 firm of accountants - or, more specifically, about 30 managers and partners from one of their offices that had arranged a management away day in London.

Feedback afterwards was so positive that there was talk of me being invited to deliver the same talk for other offices and/or at a whole firm away-day in summer 2020.

As we all know, very soon afterwards all plans changed.

Have you started arranging face to face or online sessions where this talk might be a good fit for your team, office or firm?

Please get in touch if you want to consider engaging me to speak.

Fresh marketing insights for accountants

Sometimes a post on Linkedin can start a conversation that runs and runs. This was the case just after the Budget when I posed the question “Is it really worth everyone producing a ‘me-too’ morning-after Budget summary?”

I suggested these were typically simply a re-hash of information already in the public domain and thus of limited use/value.

It led to a conversation that questioned whether accountants are genuinely doing their best at a busy time or simply doing the bare minimum with a rather weak attempt at adding client value.

The post attracted over 50 comments and I was particularly intrigued by what Philippa Haynes of Insight101, a brand and marketing consultancy, had to say. So we had a chat and this week's blog post contains a transcript of that conversation. I am sure you will find it stimulating and thought provoking.

You can read the full transcript here >>>>

The 3 Rs - Remembered, Referred and Recommended

Another way to be better Remembered than your competitors:

A few days or even weeks after the Budget send clients something distinct, tailored and more memorable than just a 'me-too' morning-after Budget summary.

Example: One accountant produced a five minute video, with 6 slides to explain the key points of the Budget. They added some captions and sent it to clients and popped it up on Linkedin.

Think on this...

Do you have all the resources you need to do all things you want to do?

Ask clients to think on this too.

Tax and accounting platform of the year 2020

In case you missed my news last week, the Tax Advice Network has won 'Tax & Accounting Platform of the Year 2020'.

This wasn't simply down to a popularity contest, but because of our contributions to the industry and sector.

SME News prepared a case file on our behalf, via merit-orientated research into public domain sources. They noted that we had "demonstrated expertise" within our field, "dedication to client service and satisfaction, and commitment to excellence and quality."

Sadly there was no big dinner or awards ceremony with a TV celebrity dolling out awards. But this doesn't really matter at the moment. Winning the award is enough for me!

When should we talk?

You will probably want to arrange mentoring or strategic support if:

You want to get unstuck: The end of Lockdown is in sight. You know you need to do some serious planning to ensure that you avoid the mistakes and overcome the problems you have faced in the past.

You’re ready to move to the next level: You see the end of lockdown as a great opportunity and need to capitalise on it – but aren't confident you can do it on your own.

You’re looking to change a specific behaviour: You know that something (doing everything yourself?) has been holding your business back. You're fed up failing to make the changes you know are necessary - and realise you're not even sure exactly what you should be doing differently. You just need some help and encouragement.

How could I best help you?

Strategic support calls: Book a 2 hour zoom strategy call as a one-off, or as a series, in blocks of 6. All such calls include related follow up within reason.

One-off calls: There's no charge for the shortest of calls. You can also book a longer focused call for a fixed fee. I'll help you prioritise and get motivated.

Flexi-Mentoring programme – with ‘P’ calls: This programme gives you up to 12 calls where we focus on you making Progress as we resolve your Problems, establish your Priorities and your Possibilities. Our conversations will be focused, flexible and fun. There are 3 options as regards this programme. The middle one is the most popular.

Further details, charges and payment terms are all set out here >>>>

Fun time: The audit file rock song

Another song penned by Accountant Nigel Hughes. This one should be sung to the tune of the Elton John classic, Crocodile Rock:

I remember when we were young, Me and Susie having so much fun

Audit programme and an ICQ, I had a battered ford escort and an M&S suit.

But the biggest kick we ever got,Was doing a thing called the audit file rock.

While other kids were rocking round the clock, We were Ticking and Bashing to the audit file rock

Chorus

Well audit file rocking is something shocking,When your feet just can't keep still

I never knew me a better time, and I guess I never will.

In the office 'til late at night, Trying to get our double entry right,

And audit file rocking was outta sight.

There's another verse on the Accounting Fun blog here >>>

* When something funny happens to you or you see something that might be suitable for the Accounting and tax fun blog, please let me know.

Final thought

Here's hoping that you, your family, friends, staff, colleagues and clients soon get your vaccinations and that we can all enjoy a steady return back to the normality that disappeared this time last year!

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Mark Lee FCA provides strategic advice, talks and mentoring to accountants and tax advisers who want to improve their reach, referrals and results. He is also Chairman of the Tax Advice Network, the UK’s largest network of independent tax advisers.

Mark has long been a popular speaker for UK accountants both on stage and online. Informed, entertaining and commercial he also debunks hype and misconceptions. Earlier in his career he was a partner in two top firms. He has a number of voluntary roles including being Treasurer of The Magic Circle.

In addition to his frequent posts on Linkedin, Mark writes a weekly blog and a popular weekly 'Magic of Success' email. His website is: BookMarkLee.co.uk