So, you’ve heard the term “brand messaging playbook,” and you know it’s important, but maybe it sounds a little… intimidating? It doesn’t have to be. Think of it like a guidebook that helps you communicate your firm’s personality, expertise, and value consistently. And we all know consistency is key, especially in marketing.

Clients want to work with a firm that speaks to their needs and makes them feel understood. And to do that, you need a solid brand messaging strategy that hits home every time. Creating a brand messaging playbook will keep your messaging sharp, focused, and on-point, no matter where or how you’re communicating.

Why Brand Messaging Matters

Before we get into the “how” of creating your playbook, let’s quickly cover why brand messaging is even worth your time. When you get your messaging right, you position yourself as the guide in your client’s journey, helping them overcome their challenges. As Donald Miller puts it:

“When we position our customer as the hero and ourselves as the guide, we will be recognized as a trusted resource to help them overcome their challenges. Positioning the customer as the hero in the story is more than just good manners; it’s also good business.”

Exactly! When you focus on your client’s needs and position yourself as the guide, you’re creating a story they want to be part of.

How to Create Your Brand Messaging Playbook

Now that you understand the fundamentals of it, let’s talk about how to actually create your playbook. You can’t create messaging that resonates unless you know your ideal clients inside and out. Here are some things to think about when mapping them out:

Establishing who they are is the first step. You need to clearly define who your ideal clients are. Are they small business owners in real estate? Freelancers in creative industries? The more specific you can get, the more you’ll be able to speak directly to their needs and wants.

Next you need to ascertain the bad habits that your clients commonly have. Maybe they procrastinate on tax filing, or fail to keep up with bookkeeping? Identifying these habits allows you to position your firm as the solution - helping them avoid consequences like missed deductions or tax penalties.

The next step would be to figure out what your clients dream about. Do they want to grow their business? Maximize their profits? Position your services as the key to making these dreams a reality. Speak to their aspirations, and show how you’ll help them get there.

When creating your brand messaging playbook, it's important to know what your clients think about taxes, bookkeeping, or finances that’s just… wrong? Maybe they think that filing taxes is only a once-a-year thing, or they believe that bookkeeping is just an “expense” with no real return. Your messaging needs to address these misconceptions and provide clarity on how your services add value.

People have all kinds of ideas about what success looks like, especially in the accounting world. Your clients may think success is simply filing taxes on time, but real success goes much deeper than that. Understand the myths and truths about what your clients believe, and use that to shape your messaging.

Now that you’ve gathered all the intel, you need to figure out how to position your firm in relation to your clients’ needs. Are you the company saving them money? The one that helps them plan for future growth? Whatever it is, make sure your messaging speaks to the value you bring, and highlights your firm as the trusted guide to help them achieve their goals.

How to Use Your Brand Messaging Playbook in Your Firm

Alright, so you’ve created your playbook. Now comes the fun part: using it! A playbook is only useful if it’s actually applied, so let’s break down how to use it effectively within your firm.

1. Consistent Client Communication

Imagine showing up to a meeting with mismatched shoes - not ideal, right? That’s what happens when your firm communicates with clients across different channels without a unified voice. One minute you’re formal on email, then all casual on social media. It’s confusing! Your playbook is like your firm’s uniform. It gives you email templates, proposal language, and social media tips to make sure you’re always on-brand and sounding like yourself - trustworthy, approachable, and professional.

2. Attracting Ideal Clients

If you’re not clear about your messaging, your firm risks blending into the sea of other accountants. So, how do you stand out? Your playbook helps you define exactly who your ideal clients are and how you help them. With your messaging dialed in, you’re not just another firm offering the same old services. You’re speaking directly to clients who need exactly what you offer.

3. Employee Alignment and Onboarding

Consistency isn’t just for your clients, it’s important for your team, too! You don’t want new hires giving clients the wrong impression about your firm. Your playbook helps onboard new employees and keeps everyone on the same page when it comes to tone and communication. Whether they’re answering client calls, drafting emails, or updating your website, your team will know how to communicate your brand message, ensuring a seamless experience for your clients.

4.Thought Leadership and Content Marketing

It’s difficult to create content that stands out when you’re unsure about your voice. Your playbook makes it easy to know exactly what to say and how to say it. It helps you generate topics that’ll engage your audience and showcase your expertise, so your firm gets recognized as the go-to thought leader in your niche.

So, what’s the takeaway here?

A brand messaging playbook is central to maintaining consistency, building trust, and positioning your firm as the hero’s guide in your clients’ financial journey. It gives you the tools to communicate effectively with your clients, attract your ideal audience, and align your team around one cohesive message.

If you’re ready to create a brand messaging playbook that actually works for your firm, let’s talk about how we can help create one that’s custom made to fit your company. 

Remember, your brand is more than just a logo or a website - it’s the way you show up in every conversation, every email, and every post. So, why not make it count?

As an accountant or bookkeeper, you’re busy. Like, so busy you can barely remember where you put your coffee mug half the time. The last thing you want to think about is marketing. Yet, you know you should be doing it.

You know you need more Google reviews, more follow-ups on proposals, more consistent communication with your clients, and heck, you probably even know you’re missing out on leads just sitting in your inbox. But the problem is: it’s just not getting done.

Why? Because there’s just no time to figure out how to do all that stuff manually. You’re already juggling 100 things - getting your clients’ tax returns in order, staying on top of bookkeeping, making sure you’re not missing a deadline.

The solution to this conundrum? You need a process to automate all this. Without automation, all those good intentions like “I’ll follow up on that proposal later” or “I’ll ask for a review when I’m done with this project” never really happen. It’s like telling yourself you’re going to work out after work, but the couch is way too comfy to get up.

So let’s talk about why automating your marketing processes isn’t just a nice-to-have - it’s a must-have for any accounting or bookkeeping firm serious about growth.

Here are the five marketing mistakes we see most often - and how automation can fix them for you:

1. No Automated Process for Getting Google Reviews

If I had a dollar for every time I’ve heard an accountant say, “Yeah, we know we need to get more Google reviews, but we just forget,” I could probably retire.

Listen, Google reviews are EVERYTHING. They’re the first thing potential clients check when they’re searching for an accountant or bookkeeper. According to a recent survey, 81% of consumers check Google reviews before engaging with a business. So, if you’re not asking for them, you’re missing a huge opportunity to build trust and show your expertise.

The problem is, if you don’t have a system in place to ask for reviews, it just doesn’t happen. It’s not that you don’t want to ask - you just get busy. If you set up a simple automated workflow that sends a review request to clients right after you’ve delivered a great service (tax return, financial report, bookkeeping update, etc.), you can make sure they get a link straight to your Google reviews page. All they have to do is click and type a few words. No more forgetting or hoping your clients remember to do it for you.

2. No Automated Communication to Stay in Front of Existing Clients

Your clients don’t need you just once a year for taxes or quarterly for bookkeeping - they need your assurance constantly. They need your expertise in real-time to help them make decisions, optimize their tax strategy, and plan for the future.

You can do this by setting up automated communication to stay top of mind with your clients. Whether it’s reminders about tax deadlines, business planning tips, or an annual check-in, automated emails or SMS messages that provide valuable insights. This keeps you in front of your clients without having to manually send messages every time.

Pro Tip: Content like tax tips or important financial reminders makes for perfect automated communication. You’re staying valuable without extra effort on your part. Win-win!

3. Lack of Messaging that Resonates with Your Ideal Clients

Alright, let’s talk about messaging - because it’s super important that you get this right. If your messaging doesn’t speak directly to the needs of your ideal clients, guess what? You’re wasting your marketing budget.

Most accounting firms focus on what they do: tax returns, bookkeeping, etc. But your clients don’t care about “tax returns.” They care about how your services will make their lives easier. They care about how you can save them time, reduce their tax burden, and provide valuable financial insights that set them up for success.

The problem? Many companies don’t have the right messaging in place, leading to a lack of engagement. Automation to the rescue! Once you’ve figured out your ideal client’s pain points and the messaging that resonates with them, you can automate campaigns that speak directly to their needs. A properly set-up CRM system can help deliver the right message at the right time without you having to send emails manually.

4. No Follow-Up on Proposals

Okay, we all know that feeling - you send a proposal, and then… crickets. Maybe you followed up once or twice, but nothing. So, what happens next? You probably just move on to the next lead. But guess what? That client didn’t go anywhere - they just needed a little nudge.

If you don’t automate your proposal follow-ups, you’ll forget or procrastinate. By setting up an automated follow-up system, you can send reminder emails or texts a few days after sending a proposal. It doesn’t feel pushy; it feels like you’re just keeping the conversation going. And trust me - it works.

5. Not Doing Anything with the Leads You Capture

You’ve got an email list, right? But how often do you actually use it? Capturing leads is one thing, but following up with them is a whole different ball game. If you’re not nurturing those leads, you’re missing out on potential clients who could be a perfect fit for your services.

You don’t have to wait for clients to come to you. With automated email sequences and CRM tools, you can engage with prospects regularly - whether they’re downloading a guide, signing up for your newsletter, or just expressing interest in your services. Automation ensures that leads aren’t forgotten, and it helps turn cold prospects into warm clients.

Let’s Get Your Processes on Autopilot 

The bottom line is if you want to grow your firm and stop missing opportunities, you’ve got to automate your marketing processes. It’s about setting up systems that work for you - so you’re not chasing down proposals, constantly reminding yourself to ask for reviews, or forgetting to follow up on leads.

If you’re sitting there thinking, “Oh, we need something that can do that” - reach out to us. Cajabra’s CRM is designed to automate your marketing workflows, streamline your follow-ups, and ensure you stay top of mind with your clients, all without lifting a finger.

Let’s get your marketing working for you. You know the saying - better late than never!

Hey accountants and bookkeepers, do you have that nagging thought looming in the back of your mind that sounds like, “I know I need to get more Google reviews… but…”

Yeah, we’ve all been there. You know you need them, but it just keeps slipping through the cracks. Maybe it’s tax season, or maybe your to-do list is a mile long, and adding “ask for Google reviews” just doesn’t seem like it’s at the top of your priority list.

Here’s the plot twist: tax season is actually the PERFECT time to ask for those reviews. You’re busy, yes, but you’re also doing incredible work for your clients. You deserve some online love.

Did you know that 81% of consumers check Google reviews before engaging with a business? So, yeah - those reviews matter. Here’s how you can actually start getting them (without the stress and awkwardness) and build your online reputation while you’re rocking tax season.

The 3 Things Preventing Accountants from Getting More Google Reviews (And How to Fix Them)

1. “I don’t really have a ‘system’ in place to get them regularly.”

So, you just completed a tax return, the client seems happy, and you think, “Oh, I should ask for a review.” But then… life happens. You forget. The next thing you know, it’s two weeks later, and you’re wondering why your Google reviews haven’t budged.

Relying on your memory won’t work. Especially when you have 50 other things to juggle. So, forget the sticky notes on your desk or hoping you’ll remember when the client’s in front of you. It’s just too many steps: You ask, they Google you, then they click through to leave a review. That’s a lot of work for both of you!

Instead, automate it. Setting up an automated workflow that sends a review request to your clients as soon as they’ve received their tax return (or completed a major milestone) takes the pressure off. This is where efficiency meets reliability.

Here’s the trick - send them a text, not an email. Why? Well, 95% of text messages are read within 5 minutes. That means the emotional high they’re on (after getting their taxes filed or business bookkeeping in order) is fresh, and they’re way more likely to click that link and leave a review. No need to wait for them to check their email later when they’ve already moved on to the next thing in their busy life.

2. “I just forget to ask when I should.”

Ah, the classic - great intentions, but too much on my plate. You know you should ask, but it’s just not at the top of your to-do list when you’re delivering tax returns or handling client calls.

The solution here? Set up a system where the review request happens automatically. Here’s the beauty of automation: it just works. You don’t have to remember to ask. The minute a tax return is complete, or a certain milestone is hit (like 90 days of working with a client), the review request goes out. No more forgotten follow-ups. Your system does it for you.

And look, if you’re still feeling a little weird about asking for a review, just remember this: it’s not about you, it’s about your client’s experience. If you’re delivering good service (and you are), there’s no reason not to make it easy for them to share that experience online.

3. “I don’t want to automate it. What if we get a negative review?”

I get it, the fear of getting a negative review would make any business owner anxious. Nobody likes to see that dreaded 1-star pop up. But, getting a negative review is not the end of the world. In fact, sometimes it can be a good thing.

We all know that mistakes happen. You’re human. And guess what? Your clients know that too. When they see a negative review, what they’re really looking for is how you respond. Are you defensive? Or are you taking accountability and showing that you’re committed to fixing the issue? How you handle a negative review says a lot about you as a business.

When you automate your review process, you’ll have the opportunity to respond to every single review - whether it be positive or negative. That’s the key. Replying to reviews is just as important as getting them. It shows potential clients that you care, that you’re engaged, and that you’re willing to go the extra mile to make things right.

And if you’re worried about your online reputation - let me tell you a secret: SEO loves reviews. Google takes reviews into account when ranking your business, so consistently asking for them not only helps build trust but boosts your visibility. It’s a win-win.

Tax Season Is the Perfect Time to Prioritize Your Reviews

Now that we’ve covered the why and the how, here’s your call to action: make reputation management a priority this tax season. You’re already busy, and I know adding another thing to your plate can seem overwhelming. But if you can automate your review process, you’ll be building an online reputation that works for you long after tax season ends. And if you need help setting up your system to get more reviews and automate the process? Reach out. We at Cajabra can help streamline your review process and get more 5-star feedback without taking any more time out of your busy schedule. After all, it’s not about how much time you spend - it’s about working smarter, not harder.

If you’re a bookkeeper looking to grow your firm, getting new clients and scaling your operations can feel like a never-ending puzzle. You’re juggling client work, chasing down emails, trying to keep up with marketing (hello, social media fatigue!), and before you know it, another month has flown by without making any real progress on growth.

But here’s the thing, growing your firm doesn’t have to mean working harder. In fact, with the right systems, strategy, and automation, you can scale your business without adding more hours to your day.

That’s where this 7-step blueprint comes in. It’s designed to help bookkeepers like you attract high-quality leads, streamline operations, and ultimately convert more prospects into long-term clients - without the overwhelm.

Ready to make growth feel easier? Let’s break it down.

Step 1: Craft a Messaging Strategy That Actually Works

Let’s start with the foundation: your messaging. If you can’t clearly communicate who you help, how you help, and why it matters, your marketing efforts will feel scattered.

Key steps to refine your messaging:

• Define Your Ideal Client: Who do you actually want to work with? Construction contractors? Online coaches? Local small businesses?
• Identify Their Pain Points: What keeps them up at night? What’s frustrating about their finances?
• Position Yourself as the Guide: They don’t need another “accounting expert” - they need a problem-solver. Show them you understand their struggles and have the solution.

A brand messaging playbook ties it all together. It becomes your go-to for website copy, social media content, and even sales calls - so you’re always speaking the right language to attract the right clients.

Step 2: Optimize Your Online Presence (So Clients Can Actually Find You!)

If potential clients can’t find you online, they won’t hire you. Visibility matters, and it starts with these:

• Website: Ensure your website clearly explains what you do, who you help, and why you’re the best fit. Include a lead capture form.
• Google Business Profile: Keep it updated and actively collect Google reviews, as most people check reviews before making a decision.
• Social Media: You don’t have to be everywhere, just where your clients are. LinkedIn, Facebook groups for small business owners, and Alignable can be great places to start.

Step 3: Streamline Your Booking Process

A disorganized booking process can slow your sales cycle and frustrate potential clients. Simplify the process by:

• Using scheduling tools to let clients book directly into your calendar.
• Automating confirmations and reminders to reduce no-shows and last-minute reschedules.
• Making booking easy by adding a "Book a Call" button everywhere (your website, emails, and even your email signature).

A small change in how you schedule meetings can have a major impact on efficiency.

Step 4: Stop Missing Opportunities (AKA Answer Every Call, Every Time)

If a prospect reaches your voicemail, there’s a good chance they will move on to another bookkeeper. Studies show:

• 60% of potential clients hang up if they reach voicemail instead of a live person.
• The average bookkeeping client is worth $5,400 per year ($450 per month).
• Just 10 missed calls could mean a potential loss of $16,200 in revenue.

To avoid losing business, implement call automation:

• Set up automated text replies for missed calls, since most texts are read within minutes.
• Use an AI receptionist to answer FAQs and direct calls.
• Invite prospects into a text conversation instead of playing phone tag.

Step 5: Build Authority & Trust (So Clients Choose You)

People want to hire experts. To position yourself as the go-to bookkeeper in your niche, focus on:

• Guest appearances on podcasts and webinars to share your expertise.
• Regular LinkedIn posts featuring tips, insights, and behind-the-scenes wins.
• Networking with CPAs, tax pros, and business owners in your target market.

By consistently showing up, adding value, and engaging with your audience, you will build trust and credibility over time.

Step 6: Generate High-Quality Leads (Without Cold Outreach)

Lead generation doesn’t have to be overwhelming. The key is automation and smart positioning.

Strategies that work:

• Optimize your website for lead capture by using gated content, lead magnets, and an AI chat widget.
• Set up email and SMS follow-ups so warm leads don’t go cold.
• Leverage niche networking by getting referrals from CPAs or joining industry-specific groups.
• Test paid ads to bring in new leads. Social media video ads often perform well.

When done right, lead generation becomes a steady, automated system rather than a constant struggle.

Step 7: Automate Follow-Ups & Sales (So No Leads Slip Through the Cracks)

Following up is the key to closing more deals. Most leads don’t convert after just one interaction - they need reminders, education, and encouragement to take action.

To stay top-of-mind without constantly checking in manually:

• Set up automated email and SMS sequences to nurture prospects over time.
• Automate proposal follow-ups to keep deals moving forward.
• Use a CRM to track opportunities so you never lose track of where a lead is in your pipeline.

With the right automations, you can follow up consistently without adding more work to your plate.

Work Smarter, Not Harder

Growing a bookkeeping business doesn’t mean working more—it means working smarter.

• Automate what you can.
• Streamline your sales process.
• Focus on building trust and relationships.

By following this 7-step blueprint, you can scale your firm, win more clients, and make a bigger impact - without adding stress to your plate.

So, what’s your next move? Start with Step 1: Clarifying Your Brand Messaging - because everything else builds from there. Want to put this strategy into action without spending months figuring it out?

That’s exactly why we created The Bookkeeper Business Accelerator - to help bookkeepers implement these steps effortlessly. Click here to get all the details and start growing your firm today!

You’re an accountant. You’ve got numbers coming out of your ears, your clients are waiting for their tax returns, and marketing feels like the last thing on your mind, right? I get it. The hard truth is marketing your firm is not optional anymore. It’s imperative if you want to grow your monthly services client base and keep your pipeline full of ideal clients.

But how much should you really spend? I mean, there’s no “one-size-fits-all” answer here, right? Well, let’s break it down.

The Small Business Association (SBA) suggests that small businesses should spend 8 -10% of their revenue on marketing. Sounds simple enough, right? But, if you’re aiming for hyper-growth or trying to scale your firm to the next level, you might need to increase that. Think more like 15-20%.

Why Marketing Matters for Accounting Firms

If you’re just relying on word-of-mouth or clients who come to you because they have to file taxes, you're leaving opportunities on the table. Clients don’t see you as an investment, they see you as a necessary expense. You’re that thing they pay for once a year and then forget about. But here’s the deal: if you want to build a firm that scales (and I mean, scales with clients who see your value) you need to market yourself.

Think about it - how are you different from every other accountant out there? You’re not if you’re just offering the same services everyone else does. But you are if you position yourself as a trusted advisor, offer monthly or quarterly services, and really focus on helping clients increase the value of their businesses and their own wealth. The more proactive you are in marketing your value, the more clients will see you as an investment, not just a bill they have to pay.

How Much Should You Really Spend?

Okay, let’s talk percentages. Since the SBA recommends around 8-10% of your revenue to be spent on marketing if you want to grow steadily, let’s break that down:

• If you’re at the stage where you’re just maintaining a consistent flow of clients and not looking for major growth, 8-10% is probably just right.
• But if you’re looking to scale rapidly, targeting 15-20% of your revenue will give you the extra marketing muscle you need to go from “steady” to “hyper-growth.”

Where to Spend Your Marketing Dollars

So, you’re ready to invest in marketing - awesome! But how do you spend it wisely? Here are a few ways that adding in a CRM to your business will give you the most bang for your buck:

1. Crafting a Powerful Messaging Playbook

Look, you can't just throw spaghetti at the wall and hope it sticks. You need clear, consistent messaging that hits your ideal clients right where it counts. Invest in a messaging playbook, something that defines your unique value and speaks directly to your audience's pain points. To keep that messaging consistent across every channel, you need a central hub -  a CRM. It's where you store and deploy your brand's voice, ensuring you're always on message.

2. Integrated Content & Social Media Automation

You know content is king, right? But churning out blog posts and social media updates shouldn't feel like a full-time job. Create killer content (blog posts, videos, social media gold)  that positions you as the expert and builds trust. To make this sustainable, you need to automate. A CRM like Cajabra lets you schedule, publish, and track everything. Automate those social media posts, measure engagement, and free up your time for what really matters.

3. Lead Generation & Instant Engagement

Let's be real, website visitors are gold. But if you're not capturing them, you're leaving money on the table. Implement systems to grab those leads like AI-powered chat widgets, booking links, lead capture forms that work while you sleep. A CRM automates the whole shebang. Lead capture, qualification, scheduling - it's all done for you. No more missed opportunities, just a steady stream of qualified leads.

4. Automated Email Marketing & Lead Nurturing

Most people aren't ready to buy right away. That's where email marketing comes in. Nurture those leads, build relationships, and guide them down the sales funnel with automated email sequences that deliver real value. To make this work efficiently, you need automation. A CRM automates email segmentation, personalization, and follow-up. Consistent communication means higher conversion rates. It's that simple.

5. Reputation Management & Client Communication

Your online reputation is your lifeline. Proactively manage it - ask for reviews, respond to feedback, and build a stellar reputation. And don't forget your existing clients! Implement a system for regular communication to keep them happy and coming back for more. To stay on top of this, you need a centralized system. A CRM lets you track reviews, automate review requests, and schedule those client check-ins. It's about building loyalty and creating raving fans.

6. SEO & Paid Advertising 

You want people to find you, right? Optimize your website for search engines and run targeted paid ads. But don't just throw money at it - track your ROI and see what's working. To understand your marketing performance, you need a system that tracks it. A CRM lets you track the performance of your SEO and paid ad campaigns. You'll know exactly where your leads are coming from and what's driving results.

Invest in Your Growth

The bottom line? Your marketing is an investment, not an expense. And if you’re serious about growing your accounting firm, you need to treat it that way. Whether you're sticking with the 8-10% recommendation for steady growth or going all-in at 15-20% for hyper-growth, the tactic is to be intentional with your spending. It should be invested in a technology system, a CRM,  that allows you to automate and streamline your sales and marketing processes. 

Marketing is your ticket to getting clients who value you - not just as an accountant, but as a trusted financial partner. At Cajabra, we know that juggling marketing while managing client work can feel like balancing the books with one hand tied behind your back. That’s why we’re here to help. Remember, you can't make money if you don’t make a move.

Tax season. If you’re an accountant, we know what’s going through your mind right now: endless hours, piles of paperwork, and the overwhelming sense that there's never enough coffee to get you through. Between finalizing returns, fielding client questions, and trying to squeeze in family time, marketing might seem like the last thing you want to think about.

But here’s the elephant in the room: competition. Yep, it’s there, lurking in the background, especially when clients have more options than ever for getting their taxes done. The reality is, clients who need proactive advisory services will find them - and they’ll move on if you're not staying top of mind. In a few years, you don’t want to be left with only the clients who make you the least amount of money and suck up the most time.

So why bother with marketing during the chaos of tax season? Because it’s one of the best opportunities to boost business with your top clients and start attracting those ideal clients who you know will value your services. And the best part? You can do all this without adding a single minute to your already-packed schedule. You just have to be intentional.

Let’s talk about 5 simple ways you can market your accounting firm during tax season and set yourself up for success - without breaking a sweat.

1. What’s in the Return vs. What’s on It…

Before you hand over that tax return to your client, you’ve already gone through it, right? But let’s be real for a second: how are you reviewing it? Are you so deep in the weeds that you miss golden opportunities to offer tax planning, suggest a business restructure, or point out that a simple IRA contribution could reduce their balance due or increase their refund?

Here's the key - start looking at the bigger picture, not just the numbers. Tax returns are full of opportunities, but you’ve got to stop focusing solely on the details. By shifting your focus from the minutiae to the big-picture opportunities - like offering value-added services, bookkeeping, or cash flow management. You can cross-sell to existing clients and make more money without having to find new ones.

In case you missed it - cross-selling to current clients is easier and more cost-effective than finding new ones. Your current clients are already in the door. Why not help them with services that will set them up for a better financial future?

2. Set an Appointment for Post-Tax Season

You know what happens after you deliver a return? Clients head out the door (or log off) without a second thought. But you know what would be a shame? Missing out on the opportunity to schedule your next meeting while they’re still in front of you!

Get ahead of the game by booking that post-tax season appointment right then and there. This will save you hours of phone tag and, more importantly, ensure that the opportunity doesn’t slip through your fingers. While you’re reviewing the return, set up a follow-up meeting to go over their future planning. Not only will you look proactive, but you’ll get a jump on next season - and possibly uncover some new opportunities you missed the first time around.

3. Ask for a Google Review and Testimonial 

Alright, here’s an easy one: ask for reviews. No, really. If you’re already delivering a stellar experience for your clients (and we know you are), this is the perfect time to ask them to shout it from the rooftops.

After you hand over that return, ask if they’d mind leaving a Google review about their experience. Here’s the thing: clients are captive in that moment. They just got their tax return, and you’ve added value by walking them through it. You’ve already impressed them, so why not ask for a review?

And while you’re at it, why not ask for a testimonial - maybe even a video one? Think about it: 85% of consumers do their research online before making a purchase, and social proof is everything. Getting a testimonial, especially a video one, is a goldmine for your firm’s credibility. According to a study, 66% of customers say the presence of social proof increased their likelihood of purchasing. That’s not just some nice-to-have; it’s imperative for growing your firm.

4. Create an Incentive for Referrals

Here’s another easy win for you: ask for referrals. When you’re meeting with clients and delivering their returns, they’re already thinking about you and your services. Why not leverage that and offer a simple referral incentive?

It doesn’t have to be anything huge. Offer a small discount for future services, or even gift cards to a local restaurant (bonus points if you get the restaurant to refer people your way too!). The point is, you’ve got their attention, so make it easy for them to refer others.

And let’s be real - clients love incentives. Offering a small “thank you” is a great way to keep your firm top of mind, and it encourages them to spread the word. Referral marketing costs you nothing but can result in big rewards.

5. Deliver Value by Posting FAQs

Here’s something you’re already doing: answering the same questions over and over. We get it. Tax season is full of FAQs. But guess what? Those same questions are on your prospects' minds, too. So why not use your expertise and post a few FAQ answers on your social media?

This is a great way to show your expertise and stay in front of both clients and potential clients. It costs you nothing, and it makes you look proactive. It’s an easy way to demonstrate that you understand the challenges your target audience faces and that you’re ready to help.

One of the firms we work with has really leaned into this, and guess what? Every new client they bring in says, “We wanted someone proactive, and our old CPA just wasn’t.” Be the firm that stands out by answering the questions others aren’t addressing. Your social media followers and clients will take notice - and those prospects may just become your next big client.

Marketing Doesn’t Have to Add Hours to Your Day

Yes, tax season is a whirlwind. But you don’t have to wait until after the madness to start thinking about next year. By doing just a few simple things now, like asking for referrals, booking follow-up appointments, and offering added value, you’ll set your firm up for success long after tax season ends. And you’ll be doing it all without adding any time to your already-packed schedule.Sounds interesting? Let’s chat - I’ve got a few more ideas up my sleeve. Let’s make this tax season a stepping stone to even bigger and better things for your firm.

Lead generation. The age old topic for businesses of all types. As firms have evolved to sell their expertise in the form of various advisory services, so must their lead generation strategies.

We are quickly moving from an attention economy, where visibility reigns supreme, to a trust economy, where trust is the new currency. 

For accounting firms, this shift represents both a challenge and an opportunity to redefine how you attract and retain clients.

The Challenge: Navigating the Digital Noise

Today's digital landscape is saturated with AI-generated content, from social media buzz about tax write-offs (like the “influencer” telling his followers how he wrote off his G Wagon) to the overwhelming presence of over 52,000 CPA firms and 88,000 accounting services firms in the U.S. alone. In this red ocean of competition, traditional marketing methods - where accountants have relied on the necessity of their services like tax returns and bookkeeping - are losing their effectiveness. These services are often viewed as commodities, and marketing them as such has become not only unprofitable but also exhausting.

The Opportunity: Selling Expertise, Not Commodities

The good news? You don’t have to sell a commodity. Your greatest assets are your expertise and strategic insight, which can drive tangible results for small business owners through tailored tax strategies and advisory services. The challenge is transforming these assets into the cornerstone of your marketing strategy.

Understanding Lead Generation in the Trust Economy

Lead generation in 2025 is not just about grabbing attention but about building trust through thoughtful engagement across various activities.

Blair Enns describes the 3 rungs of the Lead Generation Ladder in his book about the new model for selling expertise (The Four Conversations):

• Sales Activities: These include direct outreach and trade shows, which may capture attention but often score low on trust.
• Marketing Activities: Techniques such as email campaigns and selective social media engagement start to build trust by providing value upfront. While paid advertising and SEO campaigns are also marketing activities, they tend to drive visibility, but again score low on trust.
• Educating: This is the pinnacle of trust-building. Regular blogging, article writing, speaking engagements, videos, and podcasts allow you to establish yourself as the go-to expert. By the time prospects meet you, they feel they already know and trust you.

I would argue that there is value in sales and marketing activities that drive attention, but you must determine the best balance of activities in order to drive the growth you want over time. Getting to the top rung doesn’t happen overnight, but it will be where you find the most qualified leads.

For example, many firms come to us wanting to run ads. “I just need to grow my business by $X in X timeframe.”

But, it’s a bigger conversation than that. Ads will drive leads, but they don’t know you or trust you yet. Wouldn’t it be a better use of your time to speak with fewer but more qualified leads? That is what happens at the top rung of the ladder, and it is why there must be a strategy and intention around the activities on the Educating rung of the ladder if you expect to see predictable, sustainable growth long term with clients who respect and value your expertise.

So, how do you strike the right balance in the meantime?

Lean into AI to Help With Marketing and Administrative Functions

What if you could take marketing activities that drive visibility and attention and automate them? Spend little to no time on them and more of your time on the pinnacle top rung of the lead gen ladder- educating?

Instead of fearing AI, embrace it. While AI is getting better at an alarmingly fast pace to be able to handle tasks like completing tax returns and bookkeeping, it cannot replace the strategic thinking and personal relationships that set advisory firms apart. Here are a few easy ways you can leverage AI effectively:

• CRM Automation: Use AI-powered tools like Cajabra CRM for accountants to automate sales and marketing workflows, enhancing efficiency in lead nurturing and client onboarding. 
• Content Creation: Deploy AI to craft compelling social media posts, ad copy, email newsletters, and even video scripts that resonate with your audience.

Emerging technologies like voice AI and 'promptless AI' (like heyCajabra) can further personalize communication and content, allowing you to focus on high-trust activities.

The AI Employee: It’s a Thing

Imagine an AI 'employee' named George.

You just spend an hour and a half meeting with one of your best advisory clients in person. What if you could call George and tell him what you discussed with which client and how much time you spent with them? And, then George takes that information, posts your time, and uploads the meeting details to the client record? Nice, right?

And, what if you could call George on your way to work and tell him everything you need on your “to do” list? George creates it, emails or texts it to you, and helps you track progress.

Right or wrong, I’m always thinking about work in the car, and I’m pretty sure you do, too. If you live by your calendar like me, what if you could call George when you are thinking about it, and tell him to block your calendar from 2 to 4 on Friday to work on XYZ client?

The list is infinite. George is here. We have him deployed in firms already.

Finding Your Strategic Balance

Achieving a balance between sales, marketing, and educating is imperative if you want long term growth with clients you define as ideal. There's no one-size-fits-all approach; each firm must find its optimal mix based on its target audience. However, the emphasis should always lean towards educational content. While this top rung of the lead generation ladder takes more time and effort, it attracts the best clients - those who recognize the value of your expertise and are willing to invest in it.

Don’t Kick This Can Down the Road

With the projected launch of millions of new businesses over the next five years, the urgency to adapt cannot be overstated. Many firms still rely on what I call 'referral roulette' or postpone their marketing efforts until after the tax season. These strategies are neither sustainable nor conducive to predictable growth as a trusted expert advisor.

By differentiating your firm through authenticity, building strong relationships, and leaning into modern technologies like AI, you can differentiate your firm and gain a competitive edge in a rapidly evolving marketplace. The time to act is now - are you ready to capture your share of the market?

Alright, let’s talk about thought leadership. As accountants, you're already experts on the ins and outs of tax laws, financial statements, and balance sheets. But here's the thing - unless you also position yourself as a thought leader, your expertise might go unnoticed. Thought leadership isn't just a fancy buzzword; it’s one of the most powerful ways to attract clients, build trust, and create lasting relationships in the accounting world.

When you’re recognized as a thought leader, you're not just another accountant on the list. You're the expert that clients go to for guidance, insight, and solutions. And that’s exactly what your firm needs to stand out in a crowded market. 

What Is Thought Leadership, Anyway?

You’ve heard the term, but what does it really mean? In simple terms, thought leadership is about sharing valuable insights, unique perspectives, and expert knowledge that helps people solve problems. It’s about positioning yourself as the go-to resource for information in your field, rather than just someone who provides services.

Think about it like this: If you were looking for answers to your financial questions, would you trust a blog full of technical jargon and buzzwords, or would you prefer a resource that speaks your language, offers helpful tips, and provides clear solutions? As a thought leader, you’re doing the latter. You’re creating content that helps people - without making them feel like they need a PhD in accounting to understand it.

Why Does Thought Leadership Matter for Accountants?

The short answer: trust. In any service-based industry, but especially in accounting, trust is everything. Clients aren’t just handing over money for services; they’re putting their financial future in your hands. And when they trust you, they’ll stick with you. They’ll refer you to others, and they’ll turn to you again and again for guidance.

The Role of Content Strategy in Thought Leadership

You can’t just wake up one day and decide, "Hey, I'm going to be a thought leader." (Well, you can, but it won't work unless you have a plan!) Thought leadership requires consistent, intentional content that speaks directly to the needs of your audience. Without a solid content strategy, you're just throwing stuff out there and hoping something sticks. And let's be real, hoping doesn't work.

Here’s where a solid content strategy comes in. A content strategy gives you a roadmap for creating valuable, relevant content that consistently communicates your expertise, solves problems, and builds trust. It’s about sharing insights regularly - whether through blog posts, articles, videos, or social media updates - that resonate with your audience and make you the authority they turn to.

Why Video Content Should Be Part of Your Strategy

We’ve all heard that video is the future of content, and for good reason. Video content is the most engaging, impactful way to connect with your audience. In fact, 54% of consumers want to see more video content from brands they support. And when you’re an accountant trying to stand out, video lets you showcase your expertise in a way that feels personal and approachable.

The great thing about video is that it humanizes your firm. It’s one thing to read a blog post about tax planning; it’s another to hear you explain the strategy in a fun, engaging way. Video lets you connect with potential clients on a deeper level, helping them understand complex financial concepts while building trust and rapport.

Whether you’re posting a quick tax tip on Instagram or filming a deep dive into retirement planning for your YouTube channel, video content gives you the chance to showcase your knowledge, personality, and approachability. Plus, it’s way more likely to be shared across social platforms, helping you extend your reach.

Key Steps to Building a Winning Content Strategy

So, how do you start building your content strategy? The first step is understanding your audience. You need to know who you're speaking to, what their pain points are, and what kind of content will resonate with them. A few simple questions to ask:

• Who is my target audience? Are you speaking to business owners, high-net-worth individuals, or families trying to manage their finances?
• What are their biggest struggles? What questions are they asking about taxes, business planning, or personal finance?
• How can I solve these problems? Think about how your expertise can help address their needs.

Once you’ve nailed down your audience, start creating content that speaks to their challenges and provides clear solutions. Whether it’s blog posts, case studies, or even video content, make sure everything you produce serves a purpose. You don’t want to create content just for the sake of creating content - you want it to educate, inform, and build that all-important trust.

Don’t Forget About Consistency

Content strategy isn’t just about creating good content - it’s about creating content consistently. Your audience will start expecting content from you if you show up regularly. It’s about building a routine, whether you’re posting weekly blogs, sharing tips on social media, or sending out monthly newsletters.

The more consistently you show up, the more you’ll build momentum. And that’s when thought leadership becomes a real differentiator. When you’re top of mind, your clients are more likely to reach out when they need help. They’ll know you’re the expert, and they’ll trust that you have their best interests at heart.

Become the Go-To Expert

The value of thought leadership for accountants is clear: it builds trust, nurtures relationships, and sets you apart from the competition. With a solid content strategy that includes video and consistent updates, you can position yourself as the expert your clients turn to time and time again.

And when you have that foundation of trust and value, everything else falls into place - client retention, new business, and referrals. At Cajabra, we specialize in helping firms like yours develop powerful content strategies that drive real business results. Let’s talk about how we can get your content working for you - so you can focus on what you do best: helping your clients succeed.

As the holiday season approaches, accountants everywhere are preparing for the busiest time of year. Year-end tax planning, client meetings, and managing deadlines can quickly turn holiday cheer into holiday stress. With your calendar packed, it’s easy to feel like there’s no time to enjoy a break.

But what if you could reclaim some of that time? What if you didn’t have to work harder just to keep up, but instead worked smarter? The good news is, by leveraging AI and automated workflows, you can streamline your tasks and free up more time for what really matters this holiday season. 

1. Automated Chatbots: Your 24/7 Virtual Assistant

Client inquiries don’t stop just because you’re busy or on a break. Simple questions like, “Are you open on Friday?” or “What’s the deadline for submitting my tax documents?” can pile up, taking time away from your important tasks. The solution? Automated chatbots.

A chatbot on your website can handle basic client questions 24/7, providing instant responses. Not only does this save you time, but all the conversations are automatically logged in the client’s record for easy follow-up. With AI handling these routine queries, you can focus on the more complex tasks that truly require your expertise.

2. Let AI Handle Your Content

Creating blog posts, social media updates, and other content is an ongoing task that can take up hours of your day. Imagine being able to batch weeks’ worth of content in minutes. With AI-powered tools, you can generate the content you need for blogs and social media posts quickly and efficiently.

The key to success here is knowing the right prompts to give your AI tool. Once the content is created, simply schedule it using your social media tool, and your content will keep working for you even when you’re offline. This automated process allows you to stay consistent with your marketing without needing to dedicate hours to content creation.

3. Personalized Holiday Wishes

When it comes to sending holiday greetings, it’s easy to feel overwhelmed by the number of clients you need to personally message. But you don’t have to sacrifice time with your family to show your appreciation for your clients. With AI, you can automate the process of creating and sending personalized holiday messages.

Using a CRM, you can easily create personalized greetings, automatically inserting each client’s name with a merge tag, and then schedule the messages to send at the right time. Now, you can send thoughtful messages to every client without spending hours at your desk.

4. Upsell Campaigns and Year-End Reminders

For many firms, there are clients who only use compliance services but could benefit from ongoing tax planning or monthly maintenance services. However, reaching out to these clients can often fall through the cracks during busy periods.

AI allows you to set up automated campaigns that send a series of well-crafted emails or text messages to nurture these clients and encourage them to consider additional services. These campaigns can be set up in a CRM and triggered to begin at the right time, without any manual intervention on your part.

Additionally, year-end reminders are necessary but time-consuming. With AI, you can easily create these reminders, whether they’re for tax document submissions or other critical deadlines, and schedule them to go out automatically. This keeps your clients on track without taking valuable time away from you.

5. AI for Missed Phone Calls

We all know how important client calls are, but there’s no reason you have to drop everything to answer every phone call—especially during the holidays. AI can help you manage missed calls by sending a quick text response like, “Thank you for calling. I’m currently assisting another client but would be happy to help. What can I assist you with today?”

By using AI, you can capture the caller’s number, answer basic inquiries, and even let the client know you’ll get back to them within a certain timeframe. Not only does this save time, but it also ensures that your clients feel attended to, even if you’re away from the phone. This kind of automated communication positions your firm as tech-savvy and responsive, which clients will appreciate.

6. Automating Everything So You Can Enjoy the Holidays

The true beauty of AI and automation is that it allows you to step away from the small, repetitive tasks that normally keep you glued to your desk. From answering basic questions to scheduling content, sending reminders, and even following up with clients, automation frees you to focus on higher-level tasks or take a well-deserved break.

By automating these workflows, you can finally enjoy the holiday season without the constant worry that something is slipping through the cracks. Automation ensures that your clients are getting the attention they need while you spend more time with family and friends.

In today’s world, clients expect more, but working harder is not the answer. Instead, working smarter by leveraging AI is the solution. It’s about giving yourself the tools you need to manage your workload efficiently while still providing high-quality service to your clients.

One Last Thought—Don’t Lose the Human Touch

While automation is a powerful tool, it’s important to remember that it doesn’t replace the human relationships that are at the heart of your firm. Use AI to handle the heavy lifting, but be sure to include personal touches in your client communications, like short videos in your emails or a personalized message. These little details show authenticity and build deeper connections with your clients.

The Podcast Episode Your Competitors Hope You Skip

Before we wrap up, we want to share an insightful podcast episode you won’t want to miss. In it, we speak with Scott Fleszar, former CEO of SafeSend, about the changing landscape of accounting firms. We discuss how firms can balance high-value advisory services with the volume of compliance work, and how automation and technology are transforming the profession. If you’re looking for insights on how to stand out in a crowded market, this is a must-listen. 

Final Thought

If you’re looking for ways to leverage AI and automate workflows to give yourself more time this holiday season, we’re here to help. At Cajabra, we specialize in helping firms streamline their processes, allowing them to focus on what matters most. Our CRM is designed to automate communication, marketing, and client management—all while keeping the human touch intact. 

Don’t let the holiday season pass by in a haze of stress and never-ending work—take back your time and make this holiday season your best one yet!

Let’s talk about the elephant in the room—the dreaded price objection. It’s the conversation that makes many accountants break out in a cold sweat, but it doesn’t have to be that way. With the right strategies, you can confidently handle these discussions and turn price-sensitive prospects into loyal clients.

Imagine you’re at a party, and someone asks, “So, what do you do?” You puff out your chest and say, “I’m an accountant.” The room goes silent, and someone whispers, “Oh, the boring one.” But what if you could change that perception? What if, instead of feeling like a necessary evil, you could present yourself as an indispensable partner in a client’s success?

Understand the Pain Points

Before you can effectively handle price objections, you need to understand why clients are hesitating. Think of it like a doctor diagnosing a patient; you can’t prescribe a treatment until you know what’s wrong. Start your conversations by asking open-ended questions about their goals and challenges.

For example, ask them, “What do you hope to achieve in the next year?” or “What frustrations are you experiencing with your current accounting service?” Listen closely to their responses. This will help you uncover their pain points and give you the ammunition you need to demonstrate the value of your services.

Build Confidence Through Value

Now that you understand their pain points, it’s time to build your case. Remember, you’re not just an expense; you’re an investment in their future. Communicate the value you provide, and do it with confidence. If you’re confident in the solutions you offer, it will resonate with your clients.

Let’s say a prospective client is currently paying $300 a month for basic bookkeeping services, but your outsourced CFO services are $1,500 a month. Naturally, they might flinch at the price. But if you can clearly articulate how your services will free up their time, provide financial insights, and ultimately boost their bottom line, that sticker shock will begin to fade!

Use real examples to illustrate your points. “Imagine what you could achieve if you weren’t spending hours sifting through financial statements. What could you focus on instead?” By painting a vivid picture of the future, you help clients see the return on their investment rather than just the cost.

Set the Context for the Conversation

Context is so important! If a potential client is coming to you from a previous accountant who didn’t deliver the right solutions, it’s your job to highlight the difference. Talk about the value they’ll receive with your services compared to what they’ve experienced before. This is not just about price; it’s about transforming their experience.

You could say something like, “I understand that the last service you had didn’t meet your expectations, and I can assure you that our approach is different.” Establishing this context not only builds trust but also makes it easier to handle objections when they arise.

Communicate the Fear of Missing Out

Sometimes, a little fear can be a powerful motivator—especially when it’s genuine. If a client is hesitant to invest in your services, remind them of the risks of not taking action. “If you don’t address these issues now, they could lead to bigger problems down the road. You might find yourself scrambling at tax time or facing unexpected expenses because you didn’t have the right insights.”

This approach isn’t about scaring clients; it’s about helping them understand the consequences of inaction. The goal is to create a sense of urgency without being overly dramatic—think of it as a friendly reminder rather than a doomsday prophecy.

Be Prepared to Educate

Sometimes, clients simply need a little education. They may not understand why your services cost what they do. Be prepared to explain the value of your expertise and the complexities involved in providing top-notch accounting services.

For instance, if you’re offering an advisory service that requires deep analysis and strategic planning, explain the time and effort involved. “This isn’t just a simple math problem; it’s about analyzing data, understanding trends, and providing actionable insights that can make a significant impact on your business.”

By demystifying the process, you help clients appreciate the value of what they’re paying for.

Practice, Practice, Practice

Like any good skill, handling price objections gets easier with practice. Role-play these conversations with colleagues or friends to build your confidence. The more you practice, the more natural it will feel when you’re in front of a client.

Think of it as a rehearsal before the big performance. You wouldn’t go on stage without knowing your lines, right? The same goes for client conversations—be prepared, and you’ll shine when it counts.

Final Thoughts

Handling price objections as an accountant doesn’t have to be a dreaded experience. By understanding your clients’ pain points, confidently communicating your value, and setting the right context for the conversation, you can turn these discussions into opportunities for growth.If you’re ready to get deeper into handling objections and improving your sales process, be sure to check out the Numbers Don't Lie podcast. Subscribe and listen here for more insights that can transform your accounting practice!