Title:

Why Did the Accountant Cross the Road? To Connect with Clients on a Deeper Level!

Quote:

"My clients had and still have amazing reputations in what they do. Most of them don't need huge numbers of new clients; it's more about reputation management and keeping the marketing ticking over." -Chantal Cornelius

Summary:

In this episode of the Modern CPA Success Show, the host and Tom Walton, a virtual CFO at Anders CPA and Advisors, engage with Chantal Cornelius, founder of Appletree Marketing and author of "Stand Out Strategies." The discussion centers on innovative marketing strategies for accounting firms, emphasizing the importance of emotional connections in client relationships. Chantal shares her unique journey into marketing and introduces her five standout strategies: certainty, connection, contribution, growth, and significance. The episode highlights the need for understanding client emotions, gathering feedback, and tailoring marketing messages to resonate emotionally, ultimately fostering stronger client relationships.

Finer Details:

• Innovative marketing strategies for accounting firms
• Importance of emotional connections in client relationships
• Chantal Cornelius's journey into marketing and her expertise
• Concept of "standout strategies" for business differentiation
• Five key emotional strategies: Certainty, Connection, Contribution, Growth, and Significance
• The role of client feedback in improving services
• Challenges of soliciting client feedback in the accounting industry
• Importance of specialization and niche marketing for businesses
• Practical tips for implementing emotional marketing strategies
• Resources for further learning, including Chantal's books and tools for identifying standout strategies

Episode resources:

● Summit Virtual CFO by Anders website: https://www.summitcpa.net/

● If you have questions or would like to be a guest on the show, email us at mcpasuccessshow@anderscpa.com

● Check out the Virtual CFO Playbook Course: https://vcfoplaybook.summitcpa.net/

● Take Chantal's StandOut Strategies test: https://appletreeuk.com/take-the-test/

● Check out Chantal's book "StandOut Strategies" : https://appletreeuk.com/products/stand-out-strategies/

Timestamps:

Welcome to the Modern CPA Success Show (00:00:00)

Introduction to the podcast's mission and focus on innovative insights for accounting firms.

Introduction of Guest (00:00:22)

Tom introduces Chantal Cornelius, highlighting her unique emotional approach to marketing strategies.

Chantal’s Background (00:01:17)

Chantal shares her unexpected journey from animal agriculture to founding a marketing business.

Release of "Stand Out Strategies" (00:04:10)

Discussion on Chantal's upcoming book, "Stand Out Strategies," set to be printed soon.

Definition of Standout Strategies (00:04:31)

Chantal explains the concept of standout strategies and their importance in crowded marketplaces.

Five Standout Strategies Overview (00:06:38)

Chantal outlines five key strategies for businesses to differentiate themselves emotionally.

The Strategy of Certainty (00:07:55)

Clients desire a sense of safety and reliability from their service providers.

The Strategy of Connection (00:08:39)

Clients seek a sense of belonging and access to broader resources through their service providers.

The Strategy of Contribution (00:09:08)

Clients want to feel they are making a positive impact on society through their business choices.

The Strategy of Growth (00:09:36)

Clients desire empowerment and motivation for personal and business growth.

The Strategy of Significance (00:10:12)

Clients want to feel valued and respected, seeking a meaningful impact through their services.

Using Language in Marketing (00:10:50)

Chantal discusses the importance of language in marketing to create emotional connections.

Client Needs vs. Company Identity (00:11:57)

Exploration of whether businesses should choose strategies based on their identity or client needs.

Adapting Strategies Over Time (00:12:19)

Discussion on how businesses can evolve their strategies based on client feedback and market needs.

Importance of Client Feedback (00:15:15)

Encouragement for businesses to actively seek out and listen to client feelings and feedback.

Asking the Right Questions (00:16:10)

Chantal emphasizes the importance of asking clients how they feel about the service provided.

Client Communication and Satisfaction (00:18:21)

Discussion on the necessity of open communication to prevent client dissatisfaction and attrition.

Podcast Episode Timestamps

Understanding Client Feedback (00:20:26)

Discusses the importance of direct communication with clients to gather constructive feedback.

Client Advisory Services (00:21:31)

Explores the shift of accounting firms towards client advisory services amidst automation.

Applying Standout Strategies (00:22:20)

Examines how firms can implement standout strategies while transitioning to new market sectors.

Importance of Reputation Management (00:23:39)

Highlights the significance of maintaining a firm's reputation over acquiring new clients.

Identifying Key Strategies (00:24:16)

Tom shares his thoughts on important strategies for growth and client management.

Test Results and Insights (00:25:34)

Discusses the results of a test taken by Tom, revealing insights on client expectations.

Connection Over Certainty (00:26:00)

Emphasizes the value of connection in client relationships over traditional certainty.

Marketing with Connection (00:30:38)

Explores how to leverage connection in marketing strategies for better client engagement.

Strategy Before Tactics (00:36:47)

Stresses the importance of establishing a strategy before diving into marketing tactics.

Navigating New Business Challenges (00:38:17)

Addresses the common challenges faced by new business owners in strategic planning.

Niche Marketing Discussion (00:39:29)

Exploration of the importance of defining a niche for accounting firms and overcoming the fear of exclusion.

Specialization Benefits (00:40:11)

Chantal shares how specialization leads to better client understanding and higher fees due to expertise.

Client Relationships (00:41:12)

The significance of emotional connections in client relationships and the advantages of working with specialists.

Diverse Clientele (00:42:31)

Discussion on how having a niche does not mean turning away all other business opportunities.

Expanding Client Base (00:43:13)

Chantal talks about flexibility in client selection while maintaining a focus on service-based businesses.

Closing Remarks (00:44:03)

Chantal expresses gratitude and reflects on the insights shared during the conversation.

Book Promotion (00:44:24)

Chantal discusses her books, "Magnetic Marketing" and "Stand Out Strategies," and where to find them.

Practical Marketing Tips (00:45:29)

Chantal provides actionable advice on integrating connection and certainty into marketing strategies.

Final Thoughts (00:46:35)

The host thanks Chantal and encourages listeners to visit their website for more resources.