As professionals, many leaders in CPA firms remain convinced that quality work sets them apart and differentiates them from other firms. However, if you ever pick up a competitor's brochure you will see some familiar words like "business acumen," "quality technical skills," "personal partner level attention," "wide scope of niche industry expertise," or "exceed expectations."
These are all pretty common phrases that describe most high quality firms today. So what do you do that really distinguishes you?
Perhaps you can highlight solutions you deliver by offering a brief case study or describing a situation where your input and knowledge had a significant impact on a client. Perhaps you can talk about outcomes for the client instead of how long you have been in business; talk about the high level of client satisfaction instead of the high level of attention; or talk more about them and what they need and less about you and the litany of services you offer.
When you look at your firm from the client's viewpoint, you will get a fresh perspective that may help you send an even more powerful message.