Finding The Voice Of Your CPA Firm with Ted Tibbetts

Brought to you by Salim Omar and the CPA Marketing Genius Podcast.

Who is Ted Tibbetts?

Ted Tibbetts is a successful copywriter. He spent 30 years as a high school teacher before committing to copywriting as a full time business.

What Does Copywriting Mean?

"Copywriting is writing with intent," says Tibbetts. According to Tibbetts, your goal is to persuade and in particular to persuade someone in business to purchase something. The language must be geared towards communicating an idea while getting the reader, or the listener to take action.

"You want the reader, your audience, to step up and take action. Get them closer to your business in one way or another," says Tibbetts.

If you are a CPA firm with a website you want people to:

• Engage with your webpage.
• Communicate with your target client and your target audience. 
• Take that next step and contact you.



"To do this you need to show them why your services are important.The most successful companies will spend millions and millions of dollars to make sure that they've created a message that speaks to their audience," says Tibbetts.

Why is Copywriting Important According to Tibbetts?

Communication is complex

According to Tibbetts, if you think about the mechanism of communication, you have to formulate an idea and then articulate that idea in language, whether it's spoken or written.

This information then has to be distributed, whether it's through your webpage, your voice or any other platform. It has to be decoded by the receiver who has to hear it or read. They have to interpret and comprehend the message.

Building trust

"The number one reason that people are going to do business with you, is if they trust you. There is no way they can get a chance to know you unless they can see behind the curtain and listen to your "voice." The only way they're going to trust you is through the language you use.

For the client to take positive action

The main aim is for the client to  make the purchase, or sign up for the email list- whatever it is that you require them to do.

"Your leads will not take that next step unless you do these three things successfully. We're all wired differently. That's what makes copywriting valuable and important," says Tibbetts.

4 Mistakes To Avoid When Creating Copy

1. Poor visual design 

Even if you have excellent copy, poor visual design will cause people to get bored and move away from your website.

2. Not having enough empathy for the audience and not clearly communicating that you understand the problems they face

There's no clear understanding that you understand the problems that, that your audience is facing

3. Not clearly articulating the solution

Outline your solutions and services clearly so that your potential clients will understand what they will get when they use your services or buy your product.

4. Not allowing your personality to be present 

Don't simply list your accomplishments. Have a story that shows your personality- that you are real. "People want to do business with people that they know, like, and trust," says Tibbetts. This is your unique voice.

6 Tips On What Makes Copy Great

Tibbetts says that he draws his inspiration from Terry Dean and how he builds the structure of his copywriting.

1. Write in a way that shows your audience that you understand the problem

Clearly identify the immediate problem that your audience has. If you can clearly define it, and tell stories or illustrate the problem your audience is going to feel understood.

2. Create a unique solution and explain what makes your solution different.

For CPA firms, every client has got a CPA. That is what makes your niche special. Focus on your skill sets or your processes. Decide what separates you from your competition and highlight that point. Everybody has their own individual personality and individual skills.

3. Show your Voice

Figure out your unique perspective and voice. This goes a long way in getting clients to remember you. Do not be afraid of allowing your personality to come through. This is what resonates with the type of clients you want.

"If you click on a personal level, they're great customers because you'll always be able to relate to each other. It will be much easier than people you don't relate to.

4. What solution are you offering the client?

It is vital that you are specific with what you are offering, be it CFO Services or Tax planning. Be very clear on what you can do for your clients. 

5. Include Testimonials and Reviews

This is to prove that you can deliver, while establishing credibility and trust.

6. Have a clear Call-to-Action 

Create some sort of urgency about why your client should contact you today, however keep in mind that websites are evergreen. Make it known that your client can reach you at any time.

What's Your Process in Getting The "Voice" From a CPA Firm Owner When Writing Their Copy.

"It sounds corny, but I ask them about what they were like as kids. Inevitably it almost comes back to 'I remember this story where I solved this problem.' I had success with this-I realized that I should dig deeper," says Tibbetts.

Another question Tibbetts likes to use when finding his clients voice is to ask, "I am travelling on a bus and I broke down in your city. I'm here for a couple days. What would we do?"



"I think some people get stuck on this question. Once you get going you can glean the person's voice. I think personal stories are the ones that allow their voice to come through and paint a picture of them as people," says Tibbetts.

Final Words Of Wisdom from Ted Tibbetts

"People are disconnecting from the world and they want an experience they can value. It is all about the experience. Hopefully the copy communicates that. It's not just about handing off paperwork and getting it back," says Tibbetts.



According to Tibbetts, communicating the experience from beginning to end is what's an important part of any of your business messages. It's about the entire process and how it makes you feel. This increases and maintains loyalty.

CPA Marketing Genius offers Done-and-You services for web design, SEO and online marketing for CPA firms who want to grow with high value clients. Listen to the CPA Marketing Genius Podcast for more amazing insights.