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Someone once said to me, "With the exception of new technology, there really aren't any new marketing ideas, just different twists on what exists." There's probably a lot of truth in that. So how do you decide which paths to follow, what trails to blaze, the marketing initiatives to undertake--and how? Marketing is truly like a chili recipe in the respect that no two plans (pots of chili) are alike. No, it's not very poetic, but you see my point.

Depending on your age, you may or may not relate to what I'm about to write. Once upon a time, it was a much bigger deal (and expense) to make long distance calls. Somehow, the distance between the caller and the "callee" mattered far more than it does today, too. Ringing California from Maryland? Tremendous effort! Calling overseas? Such an event would require extra sleep the night before! Possibly a medal, too. Our habits have truly changed due to advances in technology. The use of postal mail has also changed. One almost-forgotten postal option is the picture postcard. Yes, I'm serious. When is the last time you purchased and sent a picture postcard to anyone? I'll bet this marketing option has never surfaced in your staff marketing meetings.

There's a CPA I know and an attorney I know who have sent handwritten postcards for years--and with astronomical ROI's (even including their hourly rates). No, they aren't sending them saying, "Hey, look ... I'm here at the Grand Canyon having a great time!" However, they do purchase and send these postcards while on vacations (and also on business trips). When sending their postcards, both of these individuals have one goal in mind--to make each one thoughtful and meaningful. One guy takes a list along, complete with names and addresses of the dozens of people he sends cards to; the other person uses her PDA.

I invite you to write about what you have tried, what works and what hasn't worked yet on The Amazing AccountingWEB Blog. What nifty things are you doing to make your target audiences (clients and referral sources) notice you, respond, and to talk about becoming clients or refer business to you?

This blog is for you. We know you're busy. However, I am confident that what you put into it will pay off for you many times over and in a variety of ways. Give it a whirl. Never "blogged" before? Not a problem. We've made it very easy to use. After you've spent a few minutes with it, get up and go tell someone in your firm or company about "your first blogging experience." If you're a sole practitioner, tell a client. Once you've blogged, there's no looking back. Enjoy the ride.

Written by Rob Nance, Publisher, AccountingWEB.com
publisher@accountingweb.com

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