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How to Express Your Firm’s ‘Why’ Through Marketing

Nov 14th 2018
people pointing to dart board on a table

“People don’t buy ‘what’ you do; they buy ‘why’ you do it. And what you do simply proves what you believe.” -- Simon Sinek

When I first heard these words my brain nearly exploded with the thought of what impact this statement might do to a passion-stagnant industry like Public Accounting.

My journey in trying to figure how to sell our ‘why’ (and measuring said results) in a very different way that accounting has never seen before through “Conversional Marketing” also began after hearing Sinek speak. Conversational marketing or conversation marketing is a one-to-one approach to marketing that companies use to shorten their sales cycle during advertising, learn more about their customers in the midst of conversation and creates a more “human” buying experience that we all naturally enjoy.

Whether you realize it or not, when you stand face-to-face with someone and they ask you what you do for a living, what do the two of you do? You have a ‘conversation’ about what the two of you are passionate about. There’s no hard ‘selling’ going on or gimmicky one-liners trying to convince the other person to work with you if you end up talking about that.

What’s happening is that you are naturally representing your “why” during a simple two-way conversation that leads the other person to feel more comfortable about the “whats” you actually do sell. And therein lies the key to better marketing, have a conversation like a human in every aspect of your business especially during marketing.

When I founded my accounting practice I took a step back and realized that the way we’ve been marketing ourselves as trusted advisors is broken. It’s been a perpetual cycle of hard selling our ‘whats’ (I’m the best tax preparer, bookkeeper, etc.) with no ‘whys’ in sight for the customer.

We’ve become obsessed with tracking and measuring those ‘whats’ in every metric imaginable when it came to the human buying experience: website hits, landing page clicks, email open rates, cold call answers and so on. As a result, the ‘human’ buying experience most companies provide has become cold and impersonal. Not only is it a terrible experience for potential customers, but it’s also bad for business. We need to make business personal again.

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