It is your job to shape and fashion the perception which prospects have of you and your firm. It is your job to determine, define, present, and then control the way you are perceived. Remember, people want to do business with successful firms. The image you convey determines how prospects think of you. Make your marketing consistent.
Effective marketing means implementing a program that is ongoing and consistent.
You don't know which companies are in the market for a new CPA firm and your goal is to be there at the right time. Any effective marketing program should include an interesting, attractive, and client- oriented newsletter. You may not have the time or the desire to prepare your own newsletter. However, this shouldn't deter you. Just because you may like a newsletter does not mean it will be read by clients and prospects.