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Manage episode 166291982 series 1314889
Liz Farr joins Steve Major on the Pricing Power Podcast.
Liz is a B2B copywriter who is also a Certified Public Accountant and a Certified Valuation Analyst. She has worked in tax and accounting since 2002, a CPA since 2005 and a CVA since 2013. She has worked mostly been in tax, working primarily with small closely-held businesses, trusts, estates and high net-worth individuals. As a CVA, Liz has worked on valuations for HVAC contractors, high-tech defense contractors, oil and gas operations, restaurants and ESOPs.
Liz has a broad background because before she was a CPA she earned a BS in Biochemistry with a minor in German from the University of New Mexico in 1987. On the way to that degree, she spent a year in Germany studying biochemistry. After this Liz worked in neuroscience laboratories at the University of Wisconsin – Madison, and then spent four years on a team developing an international database of biomolecular data. Her love of words and language eventually led me to the University of Washington, where she spent two years in a PhD program in linguistics.
So Liz has the unique skills of copyrighting and accounting.
So much marketing done for ego. Clients though want their accountants to help them grow their business and save them tax.
Canned newsletter – never focused on client.
Talk more to the clients. Find out what they really care about.
Need to evaluate ideal client – research the area and then own the area.
Accountants are trained in financial skills but they are not trained to work with people.
Look at exist clients – evaluate whether they are good.
What is it about your firm that sets you apart.
Let your freak flag fly. Show your differences.
We are genetically wired to stories. It is imperative that you must do stories and case studies. These case studies can help to demonstrate your expertise in your chosen niche.
Conversations with clients are important.
Design an onboarding process. Onboarding process needs to be taken as seriously as the work. An exhaustive questionnaire is an important of this process.
Focus – alignment. A mission statement is worthless. What does your brand stand for.
Figure out what firm is best at. Own that niche.
Liz Farr Communications : – http://farrcommunications.com