Part 2 . . .
Practice Marketing for
Busy Accountants
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 Need Better Clients? Higher Fees?
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Before the development of online resources, Rainmakers struggled to develop their own speeches, seminars, articles, reports and books in their field of expertise, they became recognized as an expert, and were sought out as a service provider, thus becoming more and more valuable to their firm. Practitioners who did not develop these skills were relegated to the services staff and reached limits on their income and advancement quickly, while the
Rainmakers were offered Partnerships, and were actively recruited by competitors.
Many of these top ranked professionals used Ghostwriters to develop their magazine articles, case studies, white papers, books and training courses. Talented Ghostwriter were hard to find and in demand.
But, since the dawn of the internet, ghostwriters in the form of Work At Home Moms have begun to flood the market, looking for work. Unfortunately, many of these WAHM Ghostwriters had no experience or training in the profession they were being asked to write about, so soon the internet became flooded with poor quality “content” designed only to build an inventory of search engine favored “backlinks.” No thought was given to the information
provided in those articles that specialized in building backlinks.
It soon became so lacking of information and so competitive, pricewise, that two whole new industries were born, “Article Writing.” And “Article Spinning.” Article “writers” in remote and third world locations began to surf the internet doing “research,” which often meant finding one article on a particular topic and then rewriting it, often for as low as a penny a word!
These “plagiarized” articles were then submitted to the article directories of choice as original works, and then entered into a piece of software called an “article spinner” or “article rewriter” and edited as many as several hundred times, merely substituting the original words, one after another with synonyms drawn from an online database. Some of the better ones would replace whole sentences with pre-written sentences that more closely matched
normal sentence structure.
Woohoo! That stuff really enhances their image, doesn’t it? Aren’t you just proud to know someone whose whole knowledge repository can be summarized by a synonym?
Well, if that’s what they are looking for, so be it. But I can guarantee you that your typical self-employed small business owner wouldn’t be so excited about using a professional he located on the internet because of a synonym. What that business owner is looking for is a …
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