Why should I hire you? What makes you unique from competitors? How are your services better than theirs? These are the common questions that marketers ask when developing a marketing plan. The simple fact is that your firm looks pretty much the same as all the others within your industry unless you can demonstrate and communicate why you are different. You need a clear personality differentiator in your marketing campaigns to set yourself and your firm apart from the masses. Marketing personality is essential for success.
Many professional service providers, including accountants, believe that indicating personality somehow minimizes their credibility and the seriousness of their work. Some CPAs (and lawyers) are even resistant to including personal details in their profiles and biographies, such as whether they are married, have a dozen rescued dogs, play water polo, knit sweaters for birds, sing with an a cappella choir, or have a season tickets for every football game.
Did you know that partner bios are often the most popular pages on an accounting firm’s website? The same is true for law firm websites. Profiles and biographies can represent over 60% of your website’s total traffic. That being said, it would be a huge mistake to stick to the traditional education/career-highlights/credentials formula of the corporate resume of days gone by. Yes, it is remarkable that you received your accounting degree from the Wharton School of Business. But that does not tell prospects if you will get to know them well enough to identify out-of-the-box tax minimization and wealth accumulation strategies. Nor will it differentiate you from other Top 50 grads. Potential clients want to know who they would be working with. They won’t get a sense of who you are from your professional statistics. Save your Curriculum Vitae for licensing boards.
The better approach is to integrate your inimitable personality into your marketing. You will generate more opportunities without losing any credibility or respectability (unless, of course, your hobbies consist of disreputable activities, in which case feel free to leave them out of your marketing strategy).
Personality is the key to more business opportunities
Start by getting your prospects’ attention. To make that oh-so-important first impression and invaluable bond, you have to showcase personality and touch your prospects on a relatable, accessible level. As I’ve said before:
- Personality demonstrates why you are different than others who provide similar products or services
- Personality shows, rather than tells, what makes you different and sets you apart
- Personality engages the prospect, capturing his or her interest and drawing him or her into your message
- Personality establishes an ongoing rapport between you and your prospects, creating a bond that will help you convert leads into clients when the time is right
- Personality proves that there is more to you and your firm than facts, figures, laws and fancy technology
- Personality transforms your message from boring to fascinating, increasing both the impact of your messages as well as the quality of the opportunities generated from them
Why your services are better than others, or more appropriate for certain target markets, is the core of your marketing focus. No doubt you can recite your elevator pitch in a pinch, but if you can’t also communicate your strengths with an intriguing amount of personality in your marketing messages and branding, you are surely precluding many (better) opportunities.