WARNING: Chartered Accountant Magazine is Changing

chartered accountants information We were shocked to hear that a professional NZ accounting magazine is stopping its print edition and going digital only has combined with its Australian counterpart. The Institute of Chartered Accountants Australia (ICAA) and the New Zealand Institute of Chartered Accountants are joining forces and as a result will be moving their regular publication “Charter Magazine” to digital only a new brand known as the “Acuity” magazine.


Additions by Andy Mclean, Publisher of Acuity magazine:

1) Contrary to what your article says, we are continuing to publish our member magazine in print.

2) Our new trans-Tasman magazine is not called Charter – it is called Acuity.

I think where you have got confused is that – having joined forces with NZICA – we have decided to stop producing Charter magazine and replace it with a brand new trans-Tasman magazine named Acuity. But there is no intention to stop printing magazines for our members. Hard copy magazines are still very popular with our members.

Just to clarify – Charter magazine had existed in print, online and as a tablet app for the past two years. Acuity will also exist in print, online and as a tablet app. There is no change in channels for our member magazine; it’s business as usual.


So what does this mean for accounting in the Australasian region? What does it say about future practices and success factors? We believe it says that accounting could benefit from going digital in a broad manner. Digital gives easier access to articles because they can be read on handheld devices as well as being found through online search. We’re hoping that, by making an accounting magazine available primarily online, it will help accounting firms visit the online space more and get familiar with it so to start using it in their own firm’s marketing. The move to digital for print magazines opens up other questions.

Is your newsletter digital?

If you’re thinking of moving your newsletter to digital, you’ll want to answer these questions first:

  • Will the newsletter/ magazine be readable from a mobile device (in terms of both the file being sent and the amount of content on such small screens)?
  • Does it fall in line with your firm’s practices and customers?
  • Do subscribers get email notifications when a new edition is published?

If you have a printed newsletter and want to move it to digital, answer the questions above or even get in touch with us to help you out.

Read RSS on Kindle

If you’re looking at building a blog for the website of your accounting firm, you’ll be pleased to hear that Amazon Kindle now allows Kindle editions of blog posts as well! They build directly from RSS feeds, so you’ve got another way to keep your blog readers up to date. The digital space is certainly moving in directions that accommodate marketing which are ready for any and all accounting firms to use and enhance their reach to prospects. Let us know how you feel about the change to digital for Charter Magazine, and what your Accounting firm is doing to become digitally enabled.

 

Need accountancy marketing help?

Creative Agency Secrets are experts in accountancy firm marketing.  We can tutor you and teach you what to do if you want to do the marketing yourself.  Or we can do the firm’s marketing for you.

Learn more and join our free Accountants Marketing Newsletter

How to improve a ‘cold’ email introduction

Many businesses use direct email and purchased mailing lists for new business development.  It’s a tried and tested technique.

No cold calls

No more cold calls or emails. [Image credit http://muddycolors.blogspot.co.nz/] 

But it only works when you have a VERY compelling and well-written message.

Here’s an example we received

Would you like to have just one invoice to pay every month for all of you property maintenance? And only have to remember one number. Then give us a call and let us and our team do it all for you. From a one off job, or a complete maintenance package that works just for you

I have attached our company profile for you to see who we are and what we do

Also here is a link to our website [included but not hyperlined]

Please do not hesitate to contact us with any queries or quote requests

Kind regards

 

Improve your cold email text

Thanks very much for getting in touch.
As you probably can see I run a marketing business and my eagle eye couldn’t help noticing a couple of things you could improve with your approach email which I just got.

You forgot the company profile attachment.  And the link isn’t formatted correctly to open your website.

But the main thing your email lacks is a strong reason for me (the recipient) to DO ANYTHING.
Take a read of a couple of our blog posts about writing cold emails
Do you see that both give me a reason to reply?

I want to make you an offer

Will you let Creative Agency Secrets re-write your cold email so that it actually gets prospects to reply or click through to your website?
We will show you the techniques that not only get read, they get prospects to take action and start a dialogue with you.
If this sounds like the sort of marketing you’d like to be doing, let’s talk on the phone next week.
I have got time free on [name date] – any time after 10.30 am.
Thanks for your time

 

 

Regards

 

 

Rebecca Caroe

 

 

P.S.  There is no obligation to work with us after the phone call… but we are sure you won’t be wasting your time.

 

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10 Year Anniversary

10 Year Anniversary Promotion

In a previous article, we discussed ways in which you can promote a business anniversary. Recently, one of our clients celebrated their 10th year in business. To celebrate, we did three things. We created an eBook to highlight the changes in the industry over 10 years and where the next 10 years may take them, a timeline to show the company’s milestone achievements and a classic anniversary sale.

What must be remembered is that an anniversary is not just a giveaway to thank your customers/fans. It’s also a great opportunity to get closer to your customers, generate more sales and build your future audience.

 

The eBook

The eBook was created to give readers a summary of the major changes in the industry in the past decade as experienced by influential individuals within the industry. The changes were analysed by 10 expert individuals who are heavily involved in the industry but all play a different role. This provided an interesting range of insights, each focussing on a different area of the industry.

The eBook was promoted predominantly on Social Media and on their blog. A large portion of the social media audience and website visitors are not on the mailing list – and ultimately, the purpose of the eBook was to generate newsletter signups.

To download the eBook, customers had to enter their email address whereby they would be both sent the eBook instantly as well as added to the mailing list if they weren’t already on it. This was achieved using an autoresponder. In the email with the eBook, we also mentioned the anniversary sale and gave them the discount code.

 

The Sale

10 years in business, 10% off everything – hence the discount code “10years10%”. In the previous article, we mentioned that there were a variety of sale options to choose from (historical pricing, free shipping, free gift per $10 spent). We chose to utilise a simple 10% off by process of elimination. The products our client now sells are very different to the ones they sold 10 years ago so a historical pricing promotion (where the prices would be what they were 10 years ago) wouldn’t be nearly as effective. As the value of the products is quite high, but the products are generally small, free shipping is not a big incentive as it usually equates to a minimal discount. The free gift per $ spent option was ignored for a similar reason; no one wants 100 caps with every order.

The code was promoted front and centre on the client’s homepage, on their social media accounts, those who downloaded the eBook and to their existing mailing list.

The 10% discount code was enabled for 10 weeks, which not only tied in to the 10-year theme but also allowed enough time for anyone who was going to use it, to use it. We also left the coupon open for unlimited uses – if someone wanted to buy something then use the same code again a couple of weeks later, they could.

 

Timeline

A timeline is a nice, visually attractive way of showing progression. Although they can be complicated and contain too much information, simply picking 10 most important events to highlight is a simple way of avoiding clutter and confusion. We therefore chose to feature just the big product redesigns, new releases, and company milestones (such as the 5000 unit produced) during their 3652 days in business.

To make a timeline easily which can be featured on your website, I’d recommend TimelineJS. TimelineJS is a free, opensource tool, which enables you to build interactive timelines from a Google Spreadsheet. The great thing about TimelineJS is it can be embedded into any website.

 

The results

Our client’s mailing list increased (ironically) by 10%. The number of downloads for the eBook however was considerably more than those that were newly signed up. This is because those already signed up to the mailing list were sent links to the eBook directly for download – they didn’t have to re-fill in their details unnecessarily.

The client received a number of sales utilising the 10% off discount. Surprisingly though, even though the code featured largely on the homepage, social media and in the text to those who received the eBook, there were still a handful of people who paid full price.

What’s the advantage of FeedBlitz over Mailchimp?

We got this question from an SEO agency who works on a client and thought that our answer might be useful to others.  These services are mass email sending programs – each has different features and applications.

Creative Agency Secrets uses FeedBlitz…..

  • Firstly because they did RSS to email first before others offered the service.
  • Secondly they were a client for a couple of years – we did a lot of copywriting for them.
  • Thirdly they do not require double opt-in for new list imports (AWeber does).
  • Fourthly they enable an autoresponder to end and then you can migrate people onto a mailing list from the autoresponder (so lists mutually build)
  • Fifthly they allow you to pick a random subscriber for prize draws (very cute)

Downsides of FeedBlitz

Mailchimp and Campaign Monitor do most of these same features.  I like the templates in these services better than FeedBlitz’ options.
I also like the mail-as-many-times-as-you-like during a month with FeedBlitz where you pay once and just mail.  Whereas Campaign Monitor charges $5 plus every time.  But depending on your list size and mailing frequency other services may give you a better price.
You can import a list but FeedBlitz insists on mailing the people and checking they know you’ve added them to a list before you can send messages to them.  It has high anti standards.
It doesn’t make creating and managing a large number of lists easy. This is because it’s principally a publishing/sharing platform not a mass email service.
Happy to amplify further or give readers a guided tour inside the services we use most and some of the cute nice-to-have features like who your social media influencers are.

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The DOs and DON’Ts of newsletters for accounting firms

Newsletters are an essential form of communication between companies and their stakeholders. More often than not though, those that sign up to a newsletter are (potential) customers who are interested in what you do. Many accounting firms are adding newsletters into their regular marketing activities and we’re here to help you build your newsletters for new business success.

We’ve taken time to analyse a couple of newsletters from accounting firms around New Zealand and we’ve noticed one major pitfall – these newsletters are LONG!

They often involve several articles, a lack of links and often their content just isn’t well focused on their business or those who may be signing up to their newsletter.

For a broader picture, lets take a look at the common successes and mistakes some accounting firm newsletters are making…

 

Successful elements in accounting newsletters

Relevant content: accounting firms are experts in their field and they show that well through the article content they provide in newsletters.

1Great use of spacing: the newsletters we’ve seen space out their content well and use headlines or boxes to separate content. Making content discernable is a good thing as it draws readers eyes in and encourages them to read. Content that is jumbled or squished together deters readers, and you should want your newsletters to be read.

Well planned structure: titles, headlines, blocks of content and different sections are commonplace in accounting firm newsletters. This differs from spacing as a coherent structure helps a reader flow from one piece of content to the next, until they’ve read the entire newsletter. It’s simply another way to encourage readers to read all the way through.

Include social media/ web page links: newsletters help drive website traffic, and so integrating links to online presences is vital. What’s more is that accounting firms include these links well by using images. These links are often included in sidebars or at the bottom of the newsletter so as not to distract from main newsletter content.

 

Common mistakes

Text-heavy/ too much content: often entire pages are included in accounting firm newsletters for any one of the articles they include. This is more so for less frequent, quarterly newsletters than regular monthly ones but does still happen. Entire articles belong on web pages or blogs, and we’ll tell you why after pointing out some more common mistakes.

Content Heavy Newsletters Risk Losing Reader Interest

Content Heavy Newsletters Risk Losing Reader Interest.

3Irrelevant or unnecessary content: we’ve seen accounting firm newsletters that point out nearby office areas to buy or that their neighbours or friends are raising money for a charity and would like some help. While this content may be great to share with your readers, it isn’t NEWSLETTER content. Share these bits of information in email blasts to your email lists (possibly including your newsletter mailing list) instead. Your newsletter subscribers subscribed to a newsletter for information about YOU, not about local news.

Lack of an introduction or voice: some newsletters we’ve seen don’t include introductions or conclusions at all. Instead they’re collections of potentially exciting articles lumped into a series of pages.  This is a great place for the marketing partner to be the voice of the firm and to give a good face, tone and feel to the newsletter.

No website link backs or calls to action: one big thing missing from accounting firm newsletters to date are links and calls to action. Newsletters do more than inform, yes, but more importantly they exist to bring readers closer to the sender.

 

Our suggestions / good practice for newsletters

Short is successful: newsletters aren’t books. Newsletters are in fact short notes and pockets of information that a company provides its readers to keep them informed of their expertise and activities. Short is the key word there, and there are many ways to shorten a newsletter while also keeping it informative!

One great way to do this is to post articles or news reels on your blog or website, while linking to them in the newsletter along with an excerpt of the article – this encourages newsletter readers to navigate to your website and helps with google page ranking so that people searching for accounting firms find YOU!

Call to action: while you shouldn’t flood your newsletter with links it’s a good idea to link back to your website in some way shape or form. Getting newsletter readers (people who are interested in YOU) on your website improves the chances of them becoming a future client! You don’t necessarily have to develop a call to action or sales pitch but newsletters a good place to redirect readers to such a thing. A blog (if you have one on your website) is a great example of an opportunity to include articles in your newsletter and include a link back to your website that entices readers to click and read more.

 

Sidekick accounting brand mascot.

Build a brand, use a voice and provide colour: a newsletter can be the essence of your firm and how you share your company culture with stakeholders. Use it to build a brand by creating a voice and an image! Sidekick Accounting achieves this with their superhero icons and friendly writing style.

 

Conclusion

In short – accounting newsletters should embrace a short and unique style of presentation while providing links back to their website and social media as they beware of including irrelevant content. If they follow these guidelines it’ll result on a more engaged audience and better chances for turning a potential customer into a full client!

 

Interested in this article or accounting marketing in general?

Sign up to CAS accountants newsletter list

OR

Contact us to talk about marketing your business

 

Need accountancy marketing help?

Creative Agency Secrets are experts in accountancy firm marketing.  We can tutor you and teach you what to do if you want to do the marketing yourself.  Or we can do the firm’s marketing for you.

Learn more and join our free Accountants Marketing Newsletter

Writing a cold email introduction

Copywriting for new business development involves meeting and starting conversations with new people all the time.

Sometimes, you have to write to someone you don’t already know and this is called “a cold” email.

I just received this one – and I think it’s quite good.

Hi Rebecca,
 
I bet you’re inundated with emails so I’ll make it quick.
I’d like to write some free killer content guides for Start-up Marketing software for your blog.
Here’s an example of my writing style. I write content that sells:
I’ve written for Huff Po, Social Media Explorer, Creative Bloq and I’m writing for Mens Health atm.
Let me know if you’re interested and I can send over some article ideas for you to review!
Kind Regards
 
 
David Duncan,
Social Search Consultant,
Here’s what I like about the message
  1. it’s short.
  2. it opens with a statement to make me empathise with the writer
  3. it comes straight to the point and makes the offer in line 3
  4. the reassurance about the author’s skill is designed for a business reader (like me)

There’s only one thing wrong with it.

The link to the article is NOT actually authored by David Duncan – it’s by his boss.

Pity

How to introduce your business by email

Copy this email introduction for your business; make a template and add in key information about your business.

In my networking group, we’re working hard to make it really EASY for members to introduce each other to new prospects and new clients.

St. Augustine writing, revising, and re-writin...

St. Augustine writing, revising, and re-writing: Sandro Botticelli’s St. Augustine in His Cell (Photo credit: Wikipedia)

I was asked by the group to help coach them in the best way to write an introduction that others could use.  So here’s an introduction to my own firm and a commentary on what information to put down for yourself.

Now read the perfect email introduction.

What does my business do?

This is an email you can send about our services
Creative Agency Secrets is an expert in marketing and promoting businesses using traditional and online methods.  We work as the outsourced marketing team for busy businesses doing marketing that starts conversations and leads to sales.
 
I have seen their work for [name a client] and used them for my own business to write the copy on our website About Us page.  And I’ve also recommended them several times and had great feedback especially about their careful attention to detail.
 
I will leave you two to connect – I’ve spoken to you both about each other and shared your emails and phone numbers below.

The elements in an email introduction

Start: with your one-liner…. who are you and what do you do
Build: with an example of their work for someone you both know, preferably.  If you can’t say you have worked personally with them, a mutual acquaintance is a positive reinforcer.
Memorability: Add an anecdote that describes your experience – if you can make it funny, cute or WOW that’s best but not strictly necessary.

End: Include all the information they need to continue a dialogue without you….

We plan on creating a shared document for everyone so they can cut/paste the text into emails for business referrals for new business development.

The best introductions are when you’ve spoken personally to both parties.  NOTE not emailed, spoken….

Want to know more? Make sure to download our FREE e-book "Cold Emails – Doing it right and netting yourself leads".

cold emails ebook

The Top 6 most popular articles of all time

Warm email introduction – copy this campaign

Ever got an introduction to a new business prospect and wondered why they didn’t reply to your email enquiry?

Let us show you how to guarantee they read your message

Burning_Email_Symbol

Scenario:  Rebecca (that’s me) introduces you to Jonathan Lewis.  Hey, you should meet Jonathan, I’m sure you guys could work together.

What happens next is one of three possibilities

  1. Rebecca emails Jonathan and cc you into the message – this is the best possible next step because Rebecca is known and trusted by Jonathan so he’ll open the message and see the introduction.  PLUS you are cc so he gets your email and you see his and can reply direct keeping Rebecca cc if appropriate.
  2. Rebecca says she’ll email Jonathan and ask him to get in touch – this is the worst possible next step because you have no control over whether she does it, what she says, you don’t get Jonathan’s email address and you don’t see the message.  AVOID
  3. Rebecca gives you Jonathan’s email so you can get in touch – this is the median situation.  Your message will arrive in his in-box but he doesn’t know you, your email address won’t be white-listed and you risk being ignored

How to overcome scenario 3 above.

Your email subject line is critical

Writing this email is important – it’s your one big chance for Jonathan to notice you and make direct contact.

Ready for the perfect subject line?

Subject: Rebecca Caroe

Yes – that’s it.  Make the introducer’s name the subject of the message – this will grab their attention and they will surely notice your message.  Why is he writing to me about Rebecca?  Hey, I know Rebecca maybe that’s news about her?

Dear [First Name]

Rebecca Caroe and I met this week and we were talking about [name the project / expertise] and she has recommended you and I connect.  Her reason is that we are [state your business] and we need [state their business].

Can we fix a time to speak.  I am available on [name 2 dates and times here – at least 3 days ahead of today].

Very much looking forward to learning more about [name their business].

[your name]

Why this email works

It sets the context quickly – it does all the ‘thinking’ for the recipient.

You should be trusted with one phone chat or meeting because of the mutual connection (Rebecca) and you’ve given them an easy route for the reply message by suggesting the dates.

Go on, try it and tell me whether it worked for you!

New business development copywriting: Stalled prospects

September is the time business gets down to work after the summer break.  Blair Enns at the Win Without Pitching team say this is the perfect time to clean out your list of prospects and new business opportunities.

Find out which ones are going to buy and which aren’t worth your time chasing further.  Blair writes

Below is a simple email template that you can use to raise deals from the dead. It works throughout the year but this week, more than any other period in the calendar, is when it works best.

THE EMAIL

It was taught to me as The Takeaway but I refer to it by the subject line that I prefer: Closing The Loop. Draft it, modify it if you dare, but send it to all those prospects you were talking to over the summer about real projects only for them to disappear on you. That’s the intended purpose of this email – to raise deals from the dead and solicit a response from someone who has been avoiding you over the summer.

Your natural inclination is probably to do the opposite of what I’m about to suggest. Resist. Do not send an overly polite email. Do not make excuses for your prospect’s behaviour over the last few weeks. Do not email in pursuit of a yes or even an answer. No, your mission is to strip away all emotions and matter-of-factly just let your prospect go. Below is how to do this and then what to expect afterwards.

Ready?

Read the detailed email Blair recommends

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