Photos of several WPI newsletters

Accountants

#1 Benefit of Newsletter Marketing: Building Relationships

Most successful professional practices know that marketing isn’t just about reaching new clients or new patients. It’s also about continuing to communicate with the ones you already have. Read More

3 Critical Questions for Growth-minded Accountants

Plenty of successful accountants are aware that WPI Communications, the leading provider of such accountant client newsletters as Client Information Bulletin and Accountant Client eNewsletter, recommends that all growth-minded CPA firms use a newsletter to stay in touch with their clients. Read More

6 Must-Have Newsletter Marketing Tips for Accountants

Accountants who understand the importance of newsletter marketing know how critical it is to do it right. Here are six essential tips for those accountants committed to newsletter marketing success. Read More

A Bright Future for Content Marketing

Content marketing, whether with printed newsletters, eNewsletters or Web site content, is a tried-and-true marketing method that is only growing in popularity and importance. Read More

A Marketing Idea for All Seasons

Now that you’re in the homestretch of tax-return season, you’ve probably eased up on your marketing efforts. Read More

A New Newsletter Marketing Prescription for Accountants

Is your accounting practice stuck in the doldrums? One way to inject new life into your business is to use an exciting marketing tool being launched by WPI Communications this fall. The newsletter marketing firm is offering a new client newsletter program designed to be distributed exclusively to physicians and other health care providers. Appropriately enough, this referral-generating newsletter is called Doctor’s Tax and Financial Advisory. Read More

Accountants Can Measure the Relevance of Marketing

Accounting firms must build relationships with existing clients and attract new ones. “Relevance” applies simply to how pertinent your content is to your audience. Read More

Accountants: 6 Marketing Tips for the Busy Season

Communicating with clients and prospects is a year-round proposition, but some times are more profitable than others. In fact, you are more likely to realize instant gratification if you market your practice throughout tax-return season. The needs of your target audit are often immediate, and so is the payoff. Here are six helpful hints: Read More

Accountants: Don’t Miss Out on Year-End Marketing Opportunities

But year-end is another matter. As the end of one year draws to a close and another one beckons, you can make a big difference by providing some smart tax advice to clients. Read More

Accountants: Expand Your Referral Sources

While a referral from a satisfied client is a good thing, this routine limits you to a reactive role. You can become more proactive in seeking referrals by using your client list more creatively to connect with previously untapped prospects. Read More

Accountants: Reach Your Clients with Confident Newsletter Content

Confident content has several qualities that help readers develop trust. First, it delivers a level of expertise that shows you’re comfortable with your subject, that you know what you’re talking about. It also focuses on what’s important, eliminating a lot of the padding that can make your message seem less sincere or poorly constructed. It’s not afraid to sell, but it also demonstrates true empathy with the audience’s needs and lives. Read More

Accountants: Reach Your Clients with Content Marketing in 3 Steps

Your audience has to believe that you’re the credible authority to trust with their accounting issues. Here are three steps to help you reach the panacea of content marketing for your accounting firm: Read More

Accountants: Write Engaging Marketing Content

The key is to understand your audience and to hit them with the right tone and a useful message. Read More

Aim Client Newsletters at Specific Targets

I’ve worked in the client newsletter publishing business, in one form or another, for more than 25 years. Naturally, I'm a big proponent of using newsletters and other editorially based marketing products for the accounting profession. Read More

An eNewsletter Builds Loyalty for Your Accounting Practice

Be sure you communicate with all your clients (and prospects) on an ongoing basis, so you can continue to build loyal relationships in between visits to your office. An accounting client newsletter is a professional and meaningful way to stay in touch. Read More

Bring a New Voice—and Audience—to Your Newsletter

An interview keeps your newsletter fresh and puts it into new hands. Read More

Building Trust with Accounting Clients: Your Newsletter Has You Covered

Sent regularly, your newsletter positions you not only as a service provider but as a partner ready to help clients build better, more meaningful lives. It places you above your competition by underscoring your desire to be helpful and relevant throughout the course of the year and in ways that don’t necessarily pad your bottom line. Read More

Calls to Action In E-mail Marketing

Questions are always great ways to get attention, especially when the question is topical and the answers will affect literally everyone who reads it. But the goal of a newsletter isn’t simply to get my attention. Read More

Check Content Before It Goes Out

Don’t take short-cuts in proofreading your client communications. Use a checklist to cover the critical steps along the way, and make sure different tasks are assigned to different people. Read More

Client-centered Content Can Build Your Accounting Practice

The fact is that even today most accounting Web sites are still more like an online brochure than a resource that helps them to stand out, demonstrate thought leadership or generate qualified leads. Read More

Communication Is the Key to Success for Accountants

Learning how to communicate in the most effective ways possible can yield rich rewards over time. Here are a few ideas to help you become a better communicator: Read More

Create Content That’s Easy to Read

Are you a professional—an accountant, attorney or physician—looking to boost revenue by marketing to clients or patients? Regardless of the delivery method you choose, content is still king. In fact, if anything, content has become even more important in this fast-paced world where “yesterday’s news” is only one hour old and it’s difficult to separate yourself from the pack in a competitive business environment. Read More

Create, Maintain and Grow Your E-mail List

Newsletter marketing is a smart investment for growing your professional practice. But if a newsletter is sent out and nobody reads it, it does nothing to build your practice.The key to an impactful newsletter is to make sure it is read by the right people—which means you first have to send it to the right people. The following tips for creating, growing and maintaining your e-mail list—along with cautions about what NOT to do—will guide you in getting your newsletter into the right hands (or the right in-boxes!). Read More

Demonstrate Your Accounting Greatness in an eNewsletter

Once you understand your edge, you can’t just state it. You have to demonstrate it in the content of your eNewsletter. Show your expertise, demonstrate instances where your skills were superior and include content that knocks your readers’ hypothetical socks off. Make the situations feel real, make the information seem smart and novel, and, when applicable, toot your own horn about awards and honors your firm may have won. Read More

Determining the Success of Your Marketing Campaign

There are many ways to track the success of your marketing campaign. Perhaps too many. The amount of data you dig up can be utterly staggering. Between newsletters, Web sites, social media, traditional advertising and more, how do you determine what is driving growth? Here are a few proven metrics to help measure how successful your marketing efforts have been. Read More

Does Your Practice Really Need an E-mail Newsletter?

This is the question every professional practice should ask before beginning or resuming a newsletter marketing effort. Before you decide if newsletter marketing is right for you, look at some of the industry data. Read More

E-mail is Alive and Kicking

Social media has long (in terms of social media’s lifetime, that is) behaved as the go-to content marketing tool. The big idea was that it would render many other forms of communication—namely, e-mail—worthless. Read More

E-mail Marketing Lessons from Amazon.com

To build your accounting practice, you might follow Amazon’s cue and use e-mail marketing, sending several articles to your clients every month. Or you might send a paper newsletter that will arrive in an envelope in your clients’ mailboxes every month. Read More

E-mail Marketing: a Valuable Tool for Accountants

Despite the surge in social media users, e-mail is and will remain a more effective means of marketing. As social media struggles to monetize its assets, more and more features are being limited and put behind pay walls. Read More

Encourage Other Calls to Action in Your Newsletter Articles

A call to action does not always have to be a call to purchase services. The following are three calls to action you can encourage that will help your practice in the long run, even if they don’t bring in money in the short run. Read More

Five Tips for Newsletter Marketing

Creating a newsletter can be a valuable tool for growing your practice. By marketing with a newsletter, you keep your name in front of clients or patients, build relationships with referral sources and provide insight into your practice. Sending a newsletter is also a cost-effective option that won’t blow your marketing budget out of the water. Read More

Five Ways a Newsletter Can Build Your Professional Practice

Successful professionals are building their practices with quality newsletter marketing programs. They are finding that marketing with newsletters, when done correctly, can be powerful and cost-effective. Here are five elements to consider in order for your program to succeed. Read More

Five Ways Newsletter Marketing Builds Successful Practices

Newsletters help build successful practices. Here are five essential ways they can help strengthen yours. Read More

Five Ways to Make Your Accounting Client eNewsletter a Must-read

Your clients value your CPA firm and the services you provide. They trust your insights and advice. You can capitalize on this, and even further build trust, with newsletter marketing. Make your newsletter as powerful as possible with these five tips. Read More

For Your Accounting Practice Marketing, Content Is the New Logo

Today, businesses are moving away from huge spends on branding agencies to use content marketing to build their brands. Many accounting firms, are spending far more on content marketing than on branding. Read More

Four Key Tips to Building Your Accounting Practice with E-mail Marketing

By using your e-mail campaign to provide content that’s engaging and informative, it can act as a powerful tool to establish your brand as one that’s more about substance and value than flash and hype. Read More

Four Reasons Print Marketing Adds up for Accountants

The U.S. Postal Service has just announced that, as of August 1, it will stop delivering mail on Saturdays. The mailbox is no longer a feasible way for accountants to market their practices. Or is it? Print newsletters continue to be a popular, viable and powerful method for accountants to reach and influence clients throughout the year. Read More

Four Reasons Why Content Marketing Is Essential for Accounting Firms

Quality content marketing is an essential part of any accounting firm’s successful growth strategy. Here are a few reasons why. Read More

Four Steps to a Successful Accounting eNewsletter Marketing Program

You know that content is king, but you may be unsure of how to use it to your advantage. Here are four steps to get you started on the path to building a successful eNewsletter marketing campaign. Read More

Four Tips to Improve Your Accounting Practice’s Newsletter

Today, most consumers are overwhelmed by the sheer amount of solicited and unsolicited e-mails that fill their in-boxes each day. These simple tips will ensure that your eNewsletter is opened and doesn’t end up in the virtual trash can: Read More

Four Ways Client Newsletters Increase the Authority of Accountants

Here are four reasons accountants should use a newsletter marketing program to establish themselves as an authority: Read More

Funnel Readers Toward Your Professional Practice

If you are reading this, it’s likely that you provide content for your profession in one form or another, be it newsletter marketing, an online post or blog, or some other communication. Naturally, you will want to put forth your best effort each and every time out of the box. It’s a reflection on you, your professional acumen and your practice as a whole. Read More

Get Feedback from Client Newsletter Readers

One proven, effective way to market your professional practice is to send a newsletter to clients and colleagues. Of course, the newsletter will pack a bigger marketing punch if the articles contain timely information of interest to your targeted audience. Read More

Getting More Referrals Through Newsletter Marketing

Everyone knows that time is money, but when it comes to your professional practice, your personal mantra should be that referrals are money. Increasing your referrals can help you grow your practice, raise your income and achieve new professional success. Read More

How Accountants Can Use Newsletter Marketing to Be Good Teachers

When creating your newsletter, you must vary your content in a similar fashion by providing different types of content that engage clients in different fashions but always reinforce the idea that you are the person they should come to see. Read More

How to Build a Great Newsletter Subscriber List

It takes effort to build a newsletter subscriber list. And once you have built a list, it takes effort to keep the subscribers. It’s far easier to lose subscribers than to get them. Read More

Is Your Practice Referral Minded?

It is imperative that all professional practices seeking growth focus on generating referrals. How do you determine if your practice is referral minded? Read on to find out. Read More

It Only Takes One to Hit One!

Back when I was playing Little League baseball, one of the frequent shouts of encouragement by coaches and players from the dugout was, “It only take one to hit one!” In other words, even if you just whiffed horribly on the first two pitches, it takes just one good swing at a pitch to knock out a base hit. You can still make contact as long as you’re in the batter’s box. Read More

It’s a Matter of Trust

People tend to do business with people they trust. For an accountant, or virtually every other small-business owner, the key to building a successful practice is establishing a high level of trust with existing clients and then expanding the network. Read More

Last Call for Year-End Tax Planning Letter

The 2013 Year-End Tax Planning Letter covers the main issues of interest for a broad range of individual taxpayers and small-business owners—the type of clients most likely to need your services at the end of the year. The letter is designed to encourage readers to contact you concerning the ideas discussed in the letter. Read More

Make the Most of Your Customizable Accounting Client eNewsletter

Those are just a few of the ways you can customize your eNewsletter to truly make it your own. Get creative and add the information your clients want to read to increase interest and to take your accounting firm marketing to a whole new level. Read More

Make Your Practice Newsletter a Must-Read

Can your professional practice send out a newsletter that your clients or patients look forward to reading? Can your newsletter be informative and useful for them—and highlight the expertise of your practice? The answer to both questions is “yes!” Read More

Marketing: Looking More and More Like Journalism

There is still a place for salesmanship, but nowadays marketers often use techniques that were staples of journalism for decades, techniques that are proving beneficial to both consumers and marketers. Read More

Need Content For Your Accounting Newsletter? Ask Your Clients!

Accounting is a complex and continually evolving field that leaves laypeople with more queries than can be answered in a lifetime’s worth of newsletters. Read More

Need Content for Your Accounting Newsletter? Think About Your Clients

You need to put yourself in your clients’ collective shoes so you can learn—really learn—how your accounting practice and your marketing content can satisfy their needs. Here are a few tips to get you started: Read More

Newsletter Marketing and the Action Train

Marketers agree the most difficult task in marketing is getting people to take the action you want them to take, whether it’s booking an appointment, signing up for your newsletter or clicking “Like” on your Facebook page. But once a single action has been taken, getting a person to take another one becomes much easier because he’s already in. Read More

Newsletter Marketing Benefits Your Professional Practice

Running a practice is complicated. You have to deal with paychecks, facilities, staffing, and lots of paperwork—not to mention serving your clients or patients! With all these different elements to keep track of, it’s easy to miss out on prime marketing opportunities. Read More

Newsletter Marketing Best Practices

These four tips are from WPI Communications’ white paper, The Complete Guide to Newsletter Marketing for Your Professional Practice. That resource shares valuable eNewsletter marketing best practices for professional practices. Be sure your practice newsletters include these valuable must-haves. Read More

Newsletter Marketing Builds Trust

There is a lot of talk about what professional practices need to do to be successful. One often overlooked component is actually the basis of most professional interactions and the foundation of business success: trust. Read More

Newsletter Marketing Can Help Small Accounting Firms Make a Big Impact

A current or prospective client reading a smaller firm’s newsletter should immediately notice that its content addresses their concerns. It has news specific to their communities, advice tailored to the local industries, and it contains stories about real people there’s a good chance they know personally. Read More

Newsletter Marketing Is Evolving—And Here’s Why

Newsletter marketing continues to evolve. As with all marketing, in order to stay relevant and be successful, it has to. Read More

Newsletter Marketing—Stop Selling, Start Educating

We all know that content is king, but very few professionals take the time to truly examine their content—and how it might need to change. In the past, the good ol’ sales pitch might have done the trick, but today’s consumers are much more savvy and more weary of being “sold to.” Instead, they are looking to do the research themselves before coming to an informed decision. Read More

Personalize Your Client or Patient Connections with Your Newsletter

Creating your newsletter should never be a pro forma activity. It’s not simply a matter of creating content to satisfy a marketing checklist. It’s a way to build and maintain a relationship. Read More

Psst ... E-mail Newsletters Still Work!

Most of us take e-mail for granted. We hardly remember a time before it. E-mail has changed the way we communicate—and this includes marketers. Until the 1990s, direct marketing to consumers was done by mail or phone. Both were expensive. E-mail marketing introduced many changes and innovations. Read More

Publishing a Newsletter Is Hard Work

Everyone who has ever published a newsletter knows this is true. It may sound easy enough, but newsletter publishing is hard work. That's why so many professionals begin with the best of intentions, but fail to maintain their newsletter marketing program. Read More

Reach Clients with an E-mail Marketing Plan

No matter how much the Internet and communications have changed over the past decade, studies show that e-mail marketing remains the most powerful and effective means of getting clients’ attention. Read More

Renew Acquaintances at Year End

Where have all the clients gone? If you’re like many tax and accounting professionals, your active client list may be shrinking or barely growing. Read More

Rites of Autumn: A Year-End Tax-Planning Letter

As leaves change color in many parts of the country, the time is ripe for year-end tax planning. Both individual and business clients may take advantage of numerous tax-saving opportunities based on timing of income and deductions, as well as other special tax-law provisions. But how can you get the word out to your clients in a timely and efficient manner? Read More

Seize This Year-End Opportunity

If you’re like many tax and accounting practitioners, your “busy season” typically kicks in from February 1 through April 15, around the time when tax returns are filed. Nevertheless, you may be able to create additional revenue by being more proactive throughout the rest of the year. Read More

Sell to Your Accounting Clients—Without Selling

Client newsletters are the single best way to market and sell to your accounting clients and prospects—without giving them a sales pitch. Instead, with a high-quality newsletter, your readers simply receive print or eNewsletters, on a monthly or quarterly basis. Read More

Should You Outsource Your Professional Practice Newsletter?

When it comes to newsletter marketing, professionals must first answer a few questions. The answers will guide you as you explore how best to develop a newsletter that builds your practice and keeps you connected to your patients or clients. Read More

Six Ways to Generate Content for Your Newsletter

There are many reasons professional practices start a newsletter marketing program, then fail to keep it up. Consistently coming up with fresh ideas for content and articles is one of the biggest challenges practices tell us they face. Read More

Six Ways to Improve Your Newsletter

Newsletter marketing is a practical way to keep clients, potential clients and colleagues informed and connected. But choosing the right medium is only half the battle—what you say and how you say it will have a significant impact on how your practice is perceived. Follow these six steps to craft a newsletter—or improve your existing newsletter. They will help you build a successful practice. Read More

Six Ways to Strengthen Your Accounting Firm Newsletter

To make the most of your newsletter, think of it as a content marketing tool with clear, measurable goals. Here are some important objectives to keep in mind. Read More

Social Media Marketing for Accountants

Find out what information your clients want and need, then provide it to them through the channels they most often use. When you make the right connections with your clients, they can increase connections for you. Read More

Sometimes It Pays for Accountants to Market Aggressively

As an accountant, it is your job to understand the nature of your clients’ assets, investments and income so that they can best protect their wealth for the present and the future. Because tax laws are constantly in flux, you have to stay aware of how the laws will affect your clients and advise them to either best take advantage of or minimize the damage of those changes. Read More

Stale Cakes and Stale Content

Regularly updated informative content demonstrates not only professionalism and a commitment to excellence but it positions you as an “authority” in your field. A regularly updated blog also boosts your Web site’s search engine rankings. Read More

Take Your Dental eNewsletter Open Rates Beyond Average

If you’re like most dentists, you don’t want to settle for average. The good news is that you don’t have to. Here are four tips to help you boost your open rates. Read More

The Accountant’s Calendar: Use the Seasons To Maximize Your Marketing

The winter doesn’t just represent the end of the year; it represents an opportunity for an accountant to explain how the tax code handles gifts and charitable contributions. The spring is tax time, but it is also a time when many people are leaving their winter homes and heading back north, presenting a perfect opportunity to discuss real estate taxes and residency issues. Read More

The Case for Print Newsletters

There is no denying that our world has become increasingly digital. As a result, many professional practices have gone digital with their marketing, too, and are sending their newsletters electronically. While there are certainly many advantages to sending out an e-mail newsletter (lower cost and easier data analysis, chief among them), it would be foolish to discount the benefits of a print newsletter. Consider these top three reasons for mailing a print newsletter, then make an informed decision of what is best for you and your practice. Read More

The Four Biggest Newsletter Marketing Mistakes (and How to Avoid Them)

Newsletter marketing is a proven, inexpensive and effective way to build customer loyalty and generate referrals. It also seems deceptively easy—emphasis on “deceptively.” People make many mistakes when producing their newsletters. Here are a few of the most common pitfalls and how to avoid them. Read More

The New Tax Law: Opportunity Knocks

No matter what the delivery method for the content, the underlying message should essentially be the same: Consider the implications under the new tax law and react accordingly. Read More

Three Ways to Broaden Your Accounting Newsletter Audience

But if you want to keep increasing business and prospects, you need to do everything possible to ensure that your newsletter is reaching the widest audience possible. Here are three tips: Read More

Top Five Mistakes Professional Practices Make with Newsletters

As newsletter marketing becomes more and more popular, many professional practices are using this tool very effectively. But we are also seeing some common mistakes being made. Let’s talk about the top five mistakes in newsletter marketing, so you can avoid them and win big with your practice newsletter. Read More

Update Your Website at Year End

A website is often the first and last impression that clients and prospects have of a tax and accounting practice. It “sets the tone” for the way you do business. If you haven’t already set up a website for your firm, don’t delay any longer. Read More

Utilizing Google Tools to More Effectively Market Your Dental Practice

Google has become ubiquitous in our society―so much so that it is both a noun and a verb. “Let me Google it” is now a common phrase, but you might not realize all that Google has to offer for you and your practice. There are a wide variety of Google tools for you to take advantage of, and many of them are offered free. Read More

What Are You Saying in Marketing E-mails?

Technology makes it relatively easy for accountants to “reach out and touch” their clients. A staff member doesn’t have to pick up the telephone to call each one individually. Simply arrange an e-mail “blast,” and you can contact every one on your client list with just a couple clicks of the mouse. Read More

When Accountants Exchange Holiday Gifts, They Can’t Forget Their Clients

Perhaps the best way to transfer the gift of information is through an electronic or physical newsletter. It is relatively inexpensive. If your firm is not already producing one, a newsletter marketing company can create one for you. Read More

When to Go to the Experts

As the leader of your professional practice, it is tempting to try to manage all of its areas and aspects yourself. You’re used to diving in head first, learning on the go and making tough decisions. But sometimes going to an expert is the best—and smartest—way to help your professional practice grow. Read More

When to Write About Accounting, and When to Write About the Accountant

When generating a newsletter, one should always focus on creating content that targets the client’s interests. It’s an easy rule to follow. Except, like many rules, there are circumstances when you should absolutely break it. Here are a couple: Read More

When Too Much Good Content Can Be A Bad Thing

Once you have that address, it can be tempting to milk it for all it’s worth, using analytics and client feedback to steadily bombard them with smart, reader-targeted marketing content that you feel is guaranteed to hit the clients right where they live. Resist that temptation. There’s a fine line between being an invited guest and being that loud, obnoxious person who overstays a welcome and is never invited back. Read More

Why Newsletters Are Better Than Blogs for Professional Practice Marketing

Content marketing is an important tool in communicating expertise to current and future clients or patients. When it comes to blogging or newsletter marketing, many professionals question which tool is “better.” Read More

You Can’t Take It With You

Keep a stack of your latest newsletter issue in the back of the auditorium or room so every attendee can pick up a copy on the way out. Read More

’Tis the Season for Marketing Accounting Services

Autumn is the optimal time to rev up the marketing machine. By alerting your clients to the tax-saving opportunities available through year-end planning—which can literally “make or break” a client’s tax situation—you can drum up more business for your firm that isn’t directly related to filing returns. Read More