Know-How Exchange : Taglines/Names

Hi HROBINSON,

You have written a significant amount of information providing a first level description for creating a new name. Perhaps you could add "& Associates" to your last name as a simple and most practical name solution and then create a tagline to convey what you desire to convey to your target.

However, going to the second level for a deeper understanding, do you have a written business plan reflecting your business model, what does the competitive landscape look like, what is your positioning statement that will creditably differentiate you from your closest competition?

Steve

I'm not a real big believer in "early alphabet" names in the yellow pages....unless the yellow pages is where most people go to find a service provider...like a mover. A CPA? Not sure about that. Then, it's about the right ad.

That said, if you really want to be first use a number
1Source CPA solutions
"We've solved problems like yours before"
or
"We see the forest before you're treed"


Michael

The Yellow pages are history. I would reccomended a name that is Google friendly.

Dear H.,

I'm your ideal client: When I'm shopping for CPA services I don't want clever. I don't want tricksy. And I'll run in the other direction when I see catchy. To me, "Clever" is not an effective marketing strategy.

If I'm coming to you with my shoebox full of confused, befuddled, and tattered paperwork ... sorry, the dog ate part of that one.

And that stain on that letter from the IRS? That's ... some kind
of spaghetti sauce ... or perhaps it's ahh—well really I'm not sure WHAT it is. But whatever it is, as I recall, my two year old was "decorating" with it.

If I come to you like this, not waving but drowning, I want level headed, sound, professional reassurance.

I don't want to hear "Hey there Philadelphia! We're hip, we're here, we're super CPAs and we're ready to ROCK your world! Hey ..."

And so on. You know the kind of thing I'm talking about.

Please, don't do this. It's cheesy and annoying.

Cheesy and annoying is also not an effective marketing strategy.

Just be you. Just tell me you'll make it all better and tell me how much it's going to cost me to make sense of my paperwork and keep my weary buttocks out of the hoosegow and the Feds off my case and I'll be happy.

And I'll come back for more advice next year.

And I'll tell my friends about the great service I received from Helenna (or whatever your first name is) Robinson & Associates: CPA Services From The People Who Understand You.

I hope this helps you.

Good luck.

Gary Bloomer
Wilmington, DE, USA

We do have a business plan and positioning statement. It might be helpful to post the process we underwent to arrive at it. Before I do so, please reread the objectives above, it is long winded but encompasses the detailed elements that the positioning statement captures.

Our SEO is very good…CPA in the name is important to keep that up. I do get one or so new clients a month from listings, whether it be yellowpages (prospects find us under Bookkeeping) or from an internet referral source; therefore alphabetical listing emphasis would help. I may be wrong but I do not think a number starting the name can project a professional image no matter what you put after it.

I really want to lift my name from the firm name. This will help with a number of issues: A buyer down the road will not need to rename the firm…it will remove me from the process and instill a team concept to the new client. Remember I am doing the selling but will not be involved in the monthly contact. Maybe, mentally, it will help me continue to remove myself from the processes as well. It also gives room in the name to drop in something descriptive of what we do. Most firms do use the tried and true person’s names when naming the professional business. I am currently in that boat. I want something that says professional but stands out from the Smith and Company or Jones and Johnson PC. How we operate is different than the traditional firm and I want a name to reflect that and use it to give us an edge over others on a prospects initial impression. I want to be more than the status quo.

Remember, that our target is a small business owner not a couple looking to have their taxes filed correctly. A business owner has to be creative and opportunistic in making financial decisions to maintain an edge on the competition. Part of what differentiates us from our competition is that we encompass a holistic view of the business’ accounting and tax needs. This holistic view, encompassing bookkeeping, payroll and taxes allows us to help the business owner with business and tax planning. This is a creative and analytical process. Which is why a memorable name that may display some uniqueness may be helpful not harmful. Again, I know that a new business owner is still looking for safe, dependable, reliable etc. and this new business is part of our target market…this leaning to safety and reliability is especially true in the healthcare sector in which we operate, even with established businesses. As a business matures, I have found the owner has had experiences with traditional accounting firms and left wanting more.

Bottom line, I want to have my cake and eat it too. Is this possible? To represent professional and reliable but still be memorable and unique (lets use those terms instead of creative, cute, or catchy). A good example would be an associate of mine in the Northeast. Although, it could be compressed, his opening paragraph in his website and brochure gives you a good idea. “Counting House Associates is a unique alternative to your accounting, tax, payroll and financial needs. We specialize in small businesses. Our quality of service is high. Our fees are moderate compared to other firms.” Even though the tagline can expand on services, I want a name that starts the process first. There are many occasions when a tagline is not or cannot be listed.

PS Sorry for the long winded message again…just want to be thorough. We are in a mid-large metro market (@1M pop) in the south incase that helps.

directly from your new input ..

The Holistic CPA
Accounting Specialists for Small Business

Here are a few suggestions to play with:

Big View CPA
Long View CPA
A Small Business CPA
The Painless CPA
Organized Chaos CPA

I like Steve's tagline - if it works with the name you choose.

A new unique/spicy name you say?..

Bottom Line CPA

Minding Your BeesWax CPA

A Penny Saved .. CPA



... happy hunting

Decided to keep old name and add tagline whenever possible. Could not find new name taht sounded professional enough but still memorable and descriptive. Thanks for your work.