Marketing Matters

Marketing Matters

By Peggy Urso, Marketing Manager

So you’ve decided to go out on your own and set up your CPA practice. You have the skills, the education, even a strong roster of actual and potential clients.

But how do you make them and future clients aware of what you have to offer, aware of solutions you can provide to solve their problems?

You need to identify yourself, make yourself recognizable among your potential clients’ multitude of business partners. You need a logo, which may or may not include a tagline, that uniquely encapsulates what your firm can do. You need to choose the typeface and its color. It’s a graphic rendering of what your firm stands for.

This logo, this name identification, needs to be applied to all of your communications. What do these include?

Your business cards. They should contain your logo, of course, as well as phone and fax numbers and e-mail address.

Your letterhead. Be sure your logo typeface is readable, that it is in strong contrast to the paper color. It is recommended that your phone, fax and e-mail information be printed at the bottom of the page. Often clients want to reach you as soon as they receive a communication from you, and this makes it more convenient. Your business-size envelopes, 9-by-12 envelopes and labels should also include your address in logo type.

Further identification is recommended at your point of sale, which is your office. Consider office signage in the hallway, on your door and in your reception area. Whenever possible, it should include your logo. Also, be sure to have available or on display your business cards, and any brochures, newsletters or educational materials that contain your logo. And once you consider creating your own website, make sure your logo is clearly displayed on each page.