In a few forums now I've seen bookkeepers and accountants ask about where to advertise their services... if the local newspaper is any good, or a flyer drop to businesses.

One thing I've not seen asked much is how to advertise their services!

It sees most are selling the business as a whole - simply saying:

"We do bookkeeping"
"Year End Accounts Service"
"Need an Accountant?"

Does that really make an impact? Can business people relate to that more than picking up the Yellow Pages or doing a quick search on Google?

Sure, for small bits that might do the job... enough to get someone to make the call.

Are there ways that might be more effective?  I think it's easier to sell something more specific to meet a need, solve a problem rather than try to sell anything and everything to anyone that might happen to be in the market.

I'll give you an example.

To sell clear and detailed management reporting service on food and drink purchases to restaurants, cafes, bars in an industry publication...

might be more effective than...

Selling accounting services to anyone in a general newspaper.

I'm certainly no expert in advertising, and might be way off on this... but if you were a particular type of business and saw a message that reached you on some level, targetted your specific needs - mightn't that be more effective than seeing something that  just says they provide these somewhat standard services?

If a little thought is given to the target audience, those that are mostly like to see the advert or even to impact strongly on a small number of those - might bookkeepers and accountants see some more effective advertising results?

Harry Nicholson
H Nicholsons Accountants

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Harry Nicholson, H Nicholson Accountants - A fictitious sample member of The Accountants Circle.