Accounting Marketing

Media & Direct Marketing

Q. How can our firm add to our client base?

A. When you're just starting a practice or looking for more clients, you need to be more visible in your local community. There are several ways to go about it.

Publishing ads and information columns in local papers and newsletters gets your name in the news. Giving a speech to local organizations lets you meet many potential clients at a single gathering. And direct marketing to specific groups in your area targets your message to the people you'd like to have as clients.

Q. Where should I publish an ad or information column?

A. It's best to publish in a local weekly newspaper rather than a daily. And don't forget the newsletters in your community — Chamber of Commerce, fraternal and church organizations, or local trade publications. Use publications close to your practice area that reach people who are likely to use your services.

Q. Where can I get a mailing list for a direct mailing?

A. Good sources for names are your local yellow pages, utility companies, real estate agencies, the Chamber of Commerce, and local licensing authorities. You can also rent names from a list rental company but make sure you watch the geographic distance. The further potential clients are from your office, the less likely they are to respond to your mail piece.