Monthly Archives: September 2017

The Case For An Accounting Professional Becoming Published

Case Example: The AccountantKemmie worked for a large national consulting firm. He liked being an accountant. He liked the organized way in which debits and credits fit together. To Kemmie, it was almost like an art form the way one change in the numbers here, had an effect on another number there. When asked to describe the results, Kemmie would write out a complete and thorough explanation of what was happening. He was good at explaining the cause and effect of changes in the financial picture.Early in his career, one of his reports was published by a major trade publication, and suddenly found himself becoming the firm’s expert analyst. Kemmie began to write more and more case studies, and getting more and more articles published.The exposure and increased stature the articles gave him made it easy for senior management to market him for more and larger projects. When they needed an expert to analyze the trends in the insurance industry, or explain the benefits of plant expansion, the exposure his articles gave him allowed Kemmie to be called in.

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Frequently, while presenting his analysis, Kemmie also got the opportunity to sell as well. He began to leverage his report writing by modifying the same report to fit alternate situations so that it could be presented to more than one publication. Soon he began to use his articles as the basis for speeches. Kemmie soon rose to become head of the regional office for his firm, and a major player in his firm.When clients hire a practitioner, they want to feel comfortable with that individual. The most common method of satisfying their need for comfort is for them to select a practitioner who is a recognized expert in their field. In the example, Kemmie satisfied that condition. By being a published speaker, and recognized by others in his field, Kemmie achieved the status of being a recognized expert.By hiring a recognized expert, Kemmie’s clients were able to satisfy their need for security and comfort. They were not price shopping, they were looking for safety and security. Retaining a recognized expert gave them the comfortable feeling that the services of the practitioner they were dealing with would meet or exceed their expectations.When a client hires a practitioner, they want an expert. Usually they have an important or urgent need, or else they would not be hiring at all. They know very little about tax law or accounting and they want the best that they can get for their money. Their decision will be based on reputation and familiarity.Reputation and familiarity that can be achieved through exposure to practitioners, who are perceived as experts, because of published works and speaking engagements. The same type of exposure that allowed Kemmie to achieve his success.Publications provide a proof that you are a “real” person and that you have been recognized by others as knowledgeable. Being published tells readers that the author must have substantial experience, and that he or she has thought more about the business than a non-published practitioner has.However, most practitioners feel as if they don’t have the time or ability to develop articles and write for publication. Instead, they spend their time working on the technical side of their business, and rely on only one or two limited forms of client development. Other practitioners however, are able to present themselves as a published expert, with articles and books in print through the use of ghostwriters and private label publications.

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These practitioners have discovered trade publications which allow the practitioner to become a primary co-author, with reprint and distribution rights. Using this method, the practitioner immediately becomes a “published” author (or co-author) of a professional publication.Such methods as using ghostwriters and private label publications, while common for many years, and now especially abused on the internet, are not well known among the general public, where the tangible media has the appearance of authority.However, when used judiciously, and as part of a complete marketing program, published works, whether ghostwritten or private label press, can be a productive and useful marketing method.