How do I love thee? Let me count the ways. Because of the enthusiasm of your members; your annual conference is geared to the full range needs of attendees -- from novices all the way up to veterans: your Marketing Achievement Awards, which allow the profession to see and learn from the "Best of the Best;" and your member discussion forum (list serve) in which members ask for help and it is instantly given.

Okay I am not Elizabeth Barrett Browning, but you get the idea, I really like the Association for Accounting Marketing.

Although the membership is growing, I find it amazing that so many accountants are not aware of it. When I recently spoke to a partner in a metropolitan accounting firm, he had never heard of AAM even though the firm had a marketing director.

Marketing is new to many so that those involved in the management of a firm are often not well versed in this discipline. That's why it is so intriguing for me to watch the profession's knowledge base grow. For example, I have been monitoring the AAM member discussion forum for about a week, and I am surprised at the diversity of information provided. Members get answers back on topics such as spam mail programs, successful giveaways to attract clients, brochure design, and electronic letterheads.

The discussion group is representative of the other efforts of AAM. The work is almost entirely done by members who are excited by what they do and want to share their experiences and expertise with others, often acting as mentors to those new to the profession.

I wonder how many accountants involved in the management of their firms even went out on a "date" with AAM. Usually, it's what you don't know that will hurt you. Why should the lack of knowledge about marketing for accounting firms be any different?

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