| CPAs who are looking to expand their practices often | | | | business (S-Corp, sole proprietor, partnership, etc). |
| use traditional methods. These methods would include | | | | The keys to a quality press release are: (1) targeting; |
| direct mail, newspaper ads, etc. But most CPA firm | | | | (2) grammar; and (3) purpose. Make sure your press |
| marketing fails to experiment with alternative | | | | release is directed toward the individuals or business |
| advertising techniques. One under-utilized technique | | | | owners you target as clients. Always ensure that your |
| that many CPAs are not aware of is the press | | | | release is grammatically correct and is spell checked. |
| release. They can be an important tool in CPA firm | | | | There is nothing more embarrassing than a release |
| marketing. | | | | filled with spelling errors or grammatical mistakes. |
| A well written and properly formatted press release | | | | Lastly, remember the purpose of the release is to |
| can generate new business for CPAs. In addition, it | | | | highlight you and your firm and how you can help the |
| allows CPAs to target a market that they might not | | | | prospective clients you have targeted. Be sure to |
| normally be able to target using traditional advertising | | | | demonstrate your expertise or other qualifications. |
| mediums. For example, let's assume that you want to | | | | A quality press release is a great way to set you |
| target small business owners. You could write a press | | | | apart from other CPAs, while still allowing you to target |
| release stating that you provide a free consultation to | | | | a segment of the market. The dynamics of CPA firm |
| start up businesses or that you provide a free guide | | | | marketing has certainly changed over the years. One |
| that discusses the various forms of organizing a | | | | thing is certain...it will continue to change. |