Practice management: How to advertise effectively

Practice management: How to advertise effectively

Advertising is a cost which can all too easily lose its focus and hence its effectiveness. Experience has shown that the most productive use of advertising comes through using the Yellow Pages.

However, with over 70% of the profession advertising in the Yellow Pages, your advert must stand out amongst the rest.

You could change your name to something beginning with “AA” – that would put you first on the list or you could apply the more practical tips;

  • Use most of the available space to attract attention to yourself.
  • Use something that distinguishes you from the rest.
  • Do not think that your firm’s name and logo will necessarily attract attention.
  • Do not list all your services.
  • Leave plenty of space so that it is easily read.
  • Make sure your telephone number is large and bold.
  • Include your address.
  • Consider advertising in other categories other than accountant.
  • Do not be frightened of attracting non-target market clients (they can be referred on to some other ‘friendly’ accountant you know).
  • Make sure you know how many new cleints come from Yellow Pages.

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