Market Focus: Accountants: Play the Numbers Game
When it comes to crafting your message, forget the features and stress the benefits. CPAs look for problem/solution marketing messages, stresses Rothchild. Instead of focusing on how your new accounting software comes with 101 new functions, figure out the challenges accountants encounter in their business and daily life and tell them how your product or service is the solution to their woes.
Credibility also is important to CPAs. According to Scarpero, accountants are price-sensitive, professional and literal, so Sage Software sticks to the facts in its marketing messages and uses testimonials from important people in the field to bolster its claims.
While CPAs like to consider a good deal of information on products and services before buying, they’re busy professionals and they want to see it fast. “One common mistake is not getting to the point quick enough,” says Rothchild. “You need to make the communications easy to scan and benefit-driven; you don’t need a lot of preamble.”
If you have a product that can solve a problem for a CPA—and you can communicate the solution quickly and thoroughly—you can count on CPAs to be a great target market.
Linda Formichelli is a freelance writer. She can be reached at email@example.com.