I have been on a marketing tear for the last two years at Practical Accountant. There have been a number of cover stories and features on marketing in general, and on topics such as client testimonials, mission statements, branding, proposals, networking, and client newsletters. I have also showcased a number of accounting marketers--many members of the Association of Accounting Marketing--who do a remarkable job in promoting their own firms and sharing their expertise with others in the accounting profession.

Why do I think marketing is so important? There are a number of reasons including the fact that traditional services are being more and more treated as a commodity. Also marketing allows what is unique about a firm to be showcased. If firm members can't describe what is special about their firm in two or three sentences, what can they expect potential referral sources to say about them?

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