This one’s a little out of the ordinary, but think it through. So much of your business worth comes from how you appear to your clients and prospects; the most effective marketing (as everyone knows) is word of mouth and referrals. This means that your business worth comes from your reputation, which comes mainly from how you serve your clients, and not your advertisement in the local newspaper.
Don’t think people want cool accountants? Just take a look at the success of Xero’s marketing approach.
Being professional and up to date with technology doesn’t make you a cocky modernist shoving technical buzzwords down people’s throats. No, in fact, with the right technology, you probably won’t even have to try to market yourself as a modern-day accountant – your efficiency will speak for itself.
Attracting knowledgeable and forward-thinking clients means that you need to prove to them that you too fit this criteria.