Posts by Bonnie Buol Ruszczyk

An Unanticipated Outcome of Case Studies and Testimonials

When working with accounting firms, I am a staunch advocate of creating and sharing case studies and testimonials. Using these tools plentifully on your website and other marketing efforts is a great way to help potential clients visualize themselves as actual clients, picture themselves gaining the benefits of working with your firm and better understand…

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It Pays to Give

“For it is in giving that we receive.” Francis of Assisi “Why should I give free advice?” I often am asked this question when advising clients to blog, answer questions in public forums and generally offer professional insight to their audiences. It’s a reasonable question, since like most in the accounting profession, they want help…

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Your Best Source for Content Ideas: Your Clients

Content marketing is a powerful tool and one that more and more firms are relying on to effectively communicate their work and differentiators. As it grows in popularity, we hear the same concern from a growing number of clients: How do we figure out what to say? Deciding on content to address is a crucial…

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Find Out What It’s Like to Be Your Client

Ever wonder what it’s really like to be a client working with your firm? That’s important information and try as you might, you’re simply not going to find out by looking at your own experience or that of your staff. The solution is simple: engage professional help to conduct client interviews that will give you…

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Marketing is Not Just for Partners Anymore

Marketing in the accounting industry has an interesting, and fairly short, history. It is not unusual to find partners who still remember when it was against AICPA rules to advertise, market, directly solicit or even participate in competitive bidding. Virtually non-existent for most of the 20th century, accounting marketing has evolved at a rather slow…

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You May Be Your Firm’s Biggest Differentiator

Who are your favorite vendors and business partners? Are they the ones with the best professional pedigrees and impressive lists of degrees and designations? Or are they the ones you look forward to seeing, whom you trust implicitly and just plain enjoy talking to, and for whom you have some personal context like family situation,…

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