We now realize that marketing doesn’t have to be that complicated at all. Choose a very clear positioning. Our core: we wanted to be a ‘modern accountant’. No formal and difficult language, no piles of paperwork and no old-fashioned systems. Accounting is already annoying enough for many entrepreneurs, tax terms and complicated systems do not make it any better. Yet we saw that the average website and appearance of accounting firms do not respond to this. And that’s where we saw an opportunity – actually at the very core of our mission.

Tips for your positioning

In order to distinguish yourself well, it is important that CFO Email List you also know what you stand for. Think back:

  • Why did you or do you want to start a business?
  • Why are you doing what you are doing now?
  • Why do you want to do this yourself, and not somewhere else?

There is a good chance that you will already receive an answer that sets you apart. Then test this with your ideal customer:

  • Is your distinctiveness also something that solves a problem for your customers?
  • Why should they go to you and not to your competitor?
  • Is there really (enough) demand for what you have come up with?

We have also investigated this with polls and interviews with dozens of (young) entrepreneurs in the creative sector. super important! Because before you know it you are in your own tunnel vision.

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Elaborate your strategy

It started for us with rebranding the bookkeeper. And since the profession of an accountant is so associated with ‘dusty’, step 1 for us was to skip that whole term. We called ourselves ‘figure bosses’. A more contemporary term that immediately shows that figures – unlike our customers – are our thing.

In addition, compared to ‘traditional’ bookkeepers, we focus more on advice and less on processing receipts. Together with a UX designer, we gave the app a simple and modern look. We have removed all the complicated tax terms or converted them into understandable informal language. We have consistently implemented this style from app, to website and to social media. How do you apply this yourself?

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