Posted on: February 05, 2012 CPA practice development, Grow CPA practice, Marketing, Sales and Marketing

I am a big movie fan and get to watch my fair share of films in the theaters. However I generally try to stay away from the television, other than an occasional show, as I feel TV is a big time zapper – and it simply doesn’t thrill me.

However, recently my mother-in-law – with whom I get along really well – was visiting for a few days and I made an exception by watching an hour-long cooking show, “Dinner Impossible.”

Being the marketing addict I am, of course I watched the show from a
marketing standpoint!

If you are not familiar with this show, Chef Robert Irvine serves stunningly
creative dishes for both intimate gatherings and huge crowds, all without
warning and at a moment’s notice.

On this episode, he has cooked on a desert island, in an 18th-century
kitchen, in an ice hotel, for cowboys on a cattle drive, for master instructors
at the Culinary Institute of America, and at the inauguration of Pennsylvania’s

What I observed as I watched the show was that, at the end of the day, it
was a cooking show presented in a very interesting and entertaining way.
Irvine was required in this episode, to cook a gourmet, seven-course,
fundraising dinner for forty-five guests who had each paid $15,000 for this

The extraordinary key that elevated this show from just a run-of-the-mill
cooking program into an intense one-hour drama was that he had to cook
this meal in these difficult conditions:

He had only five hours to deliver; he had to cook using camping gear; there
was a severe thunderstorm while he cooked; he had to catch his own fish,
and one of the assistants hated to cook.

So why would the producer go to all this effort and expense? The answer
is that they must create something extraordinary to attract the viewers and
keep their interest for the entire one-hour show.

The lesson from this is that we have to ask ourselves what extraordinary
things we are doing in our practices to get the attention of our prospects
and clients?

Most practitioners don’t do anything…hence the opportunity for you.

A number of years ago, I stumbled across the following saying that has
stayed with me ever since:

“In the land of the blind, the one-eyed man is king.”

What it means for you is that you don’t have to be a superstar marketer to
excel in your CPA practice.

Your competitors (other CPAs) are doing such a lousy job in marketing
that any improvement you make in marketing your practice will make it
stand out by a mile.

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