The article below points to Sainsbury’s views on this. 

The answer is:

Share VALUABLE content every time you send out a marketing piece by email, by post or using social media.

Here’s what I mean…

If and when your sales and marketing efforts are all about your firm (me, myself and I) they will appeal only to a business owner ready to move accountants. This is OK but everyone else will throw it away instantly.


Share something of value in every marketing communication and your appeal is much wider.

You’ll still appeal to business owners wanting a new accountant (maybe even more than before). You’ll also appeal to business owners who value what you’re writing about and tempt them into your sales pipeline for the future. And as a result be more successful at winning new clients and new fees.

Marketing this way is all about your content.

– Make your marketing content of VALUE to the people you’re sending it to
– Make your marketing content RELEVANT to the people you’re sending it to
– Make your marketing content WELL-TIMED too


Sending out a tax-saving checklist 10 weeks before a business owners year end date ticks all three content requirements – valuable – relevant – well-timed.

Sainsbury’s marketing director Sarah Warby suggests:’If you are not feeling and acting like a publisher, you are missing a massive trick.’

Sarah is talking about publishing valuable, relevant, well-timed content – Sarah is considered to be one of the brightest marketers in the UK at the moment.

What are you doing to send out high-value, relevant and well-timed content to your prospects, introducers and clients?

What’s been your most successful form of content marketing?

What else has worked brilliantly for your firm?

Paul Shrimpling

Author of ‘Bamboo Marketing For Accountants’ – the route map to marketing success for accountants in practice

Creator of ‘BUSINESS BITESIZE’ – cultivating a greater flow of new clients for your accountancy firm through profitable word-of-mouth…

And let’s get LinkedIn