Editor’s Note

Hello and welcome to the very first edition of the Profile newsletter.

As we enter the new financial year, I hope that it brings you every success and you are able to strengthen your brand, effectively market your practice, be acknowledged as a leader in your field and attract the clients you want. If I can help you to achieve your goals, then please contact me. You’ll learn more about who I am and what the team does on our website: www.profilepublicrelations.com.au

I receive more than a dozen newsletters on a weekly basis. Some pique my interest because they contain valuable information, and some I delete before I get through the first paragraph because they’re purely promotional. I hope that you’ll find the information in this one useful. Either way, I’d love your feedback.

I have written a report called 10 Point Power - A PR Plan for Accounting Practices. It is loaded with practical tips and information for engaging in PR and marketing your practice.

Until next time…
I wish you marketing success!

Rebecca Laskary

In this issue

Top 5 Marketing Strategies for Success

Inspirational Story of Brennan Dowrick - Olympic Gold Medalist

Top 10 Business Tips

The Essential Marketing Toolkit for Accounting Practices

1. Referrals
   Ask your clients for testimonials and referrals. If they are truly happy with the quality of your service, they should be happy to refer your practice.
    
2. Up-selling to existing clients
   Make your clients fully aware of the comprehensive range of products and services that you are able to offer them.
    
3. Website
   Develop a website and ensure that it contains all the relevant information that prospective clients will be seeking. Promote your web address on your stationery, business cards, invoices, etc.
    
4. Yellow pages advertisement
   Purchase a yellow pages advertisement and ensure it has a heading and contains your business name, comprehensive list of services, contact details and office address.
    
5. Go local
   Advertise locally – in unique and unusual places like your local car wash, real estate agent, soccer club, community notice board, etc. You will get noticed.

My profession is now as a motivational speaker. I work all over the world talking to a lot of different companies, ranging from the fitness industry to accountants and financial advisors. Basically, where people are trying to increase their productivity and output, I step in and relate elite sport to successful business. I've been doing this for about 15 years.
 
After the 2000 Olympics, instead of just speaking about things, I would give a demonstration integrating the pommel horse, which is my best apparatus. This idea took off. My bookings tripled straight away. Because of the unique nature of my presentation, people tend to hire me when they want something a bit different – something that will stand out. And that's why it's starting to take off overseas too because it's unique and there is no one really doing what I do. I have identified my unique selling proposition – what sets me apart from other motivational speakers...

1. Remember what happened to Australia’s women’s Olympic rowing team in Athens? They stopped rowing! Your business should be like a rowboat. Fill every place with an excellent rower to do the job required for that section of the boat.
    
2. Try to get the sensation that your business is like an orchestra and you are the conductor. Listen for the slightest sound that is out of time or not in tune. Such music is painful to the ear. Work on those areas. When you have all the members of the orchestra playing together as you want them, you have a symphony.
    
3. No matter how large or small your business is, you should have your own Board of Directors. Include people like your accountant, your solicitor, a mentor or business coach, and a valued friend who runs their own successful business. These people have a wealth of business experience and knowledge.
    
4. Set up quarterly board meetings to focus solely on your business. The positive impact this powerful board will have on your business will astound you, and will return your investment many times over. If you’re just starting out, experienced people will often help you for very little cost.
    
5. Staff are your greatest business asset. If you don’t believe that, ask yourself how your business can perform at its best if you don’t have all the right people in the right jobs. Now that you’re convinced, hire the best and look after them...

An exciting new project we are involved with is a complete marketing package for the accounting profession. Written by Rebecca Laskary, previously the Communications Manager at CPA Australia, this toolkit is a comprehensive guide to do-it-yourself marketing.

The toolkit contains a complete 150 page workbook, CD-Rom with practical examples and exercises, and a DVD presentation that educates and empowers accounting practices to successfully implement their own marketing plans.

Subjects covered include branding, marketing objectives, target marketing, building a profiler for the practice, publications, networking, presentations, client care and public relations strategies. Click here for the complete table of contents.

Learn more about the toolkit at  www.marketing-for-accountants.com.au

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