The most successful CPAs seem to have an uncanny ability to attract only the types of clients they really want to work with and whom they can serve profitably. The key to their success is simple: They pull instead of push.

More specifically, these CPAs use pull-marketing techniques, which enable them to connect to ideal clients and position themselves as experts in solving these clients' financial needs. Pull-marketing relies on building relationships with key clients and other professionals, such as lawyers, from within your target market. This is distinctly different from — and much more powerful than — traditional push-marketing strategies that focus on mass marketing (such as direct mail) and hard selling.

The first step toward building those relationships is to establish your credibility among those clients and professionals. Indeed, your desired results will stem directly from your ability to position yourself as a true authority. With that in mind, here's an overview of how to market your credibility, setting the stage for you to communicate your expertise and bring a constant stream of qualified prospects right to your doorstep.

The Right Steps

As all CPAs know, credibility doesn't happen overnight. To become a recognized authority, you've got to start with a base and then build on it layer by layer. The following 12-step process can help:

Step 1: Set your goals and strategy. Research the specific needs and challenges faced by the types of clients with whom you want to work. Develop an outlook on these needs and formulate ways to meet them — your value proposition. You'll need to tap your comprehensive knowledge of your niche's needs in everything you do.

Step 2: Review your marketing materials. Do your existing materials fit into your new strategy, or will you have to redo them? Review everything, from your logo and business cards to your brochure.

Step 3: Perform a SWOT analysis. Take an honest look at your business — its strengths, weaknesses, opportunities and threats.

Step 4: Create a positioning package. This should describe in detail your firm's history, mission, personnel, fees, alliances, philosophy and process for working with clients. It should also highlight the benefits that clients will enjoy in working with you as an expert.

Step 5: Create (or update) your Web site. Before tackling this job, visit the sites of at least 10 other CPA advisors' or financial services providers, noting what you like and dislike about their content, design, language and functionality. Then, update your site regularly — with articles you've written, for example (see Step 7 below) — so clients keep coming back and are reminded of your expertise.

Step 6: Leverage media resources. Don't look simply to get quoted in articles, which won't actually do much to boost business. Instead, find out which publications your target market reads and contact the editors of those publications about writing articles and columns for them. Consult Writer's Market for ideas as well as the Gale’s Directory of Associations (most trade associations have their own publications, and they're often looking for story ideas).

Step 7: Write and publish articles. Your articles should describe the challenges your target clients face and offer potential solutions. Look to publish at least three articles per year and get reprints so you can distribute them to prospects and clients.

Step 8: Create an e-mail newsletter. This is a cost-effective way to stay in front of your clients and prospects. Your newsletter should include articles that speak to the needs of your target audience as well as marketing messages alerting readers to the benefits you offer them.

Step 9: Deliver group presentations. Create a 30- to 45-minute long presentation covering a subject that interests your target market and that ties in with the solution you offer. Find the right groups to speak to by polling your top clients, as well as professionals who have clients in your chosen niche, which clubs and associations might be welcoming. Also, make sure your presentation contains a “call-to-action” that will motivate your audience to seek out your services.

Step 10: Write research papers. Research-based white papers help cement your credibility and are a big step up from articles you may write. These papers should combine industry research on a topic that is of serious interest to your target market with your own commentary, recommendations and solutions. Of course, you'll also want to distribute your white papers to clients and prospects and put them up on your Web site.

Step 11: Write and publish books. Becoming a published author can significantly enhance your credibility. This advanced step can occur once you have published at least 12 articles that you can draw from to create your book chapters.

Step 12: Appear on TV or radio. The purpose of these appearances is not to drum up business, but to be able to say that you have been on TV or radio and benefit from the resulting credibility enhancement.

In the end, your credibility is one of your most powerful assets as you develop your business — far more powerful than a glossy advertisement or a mass mailing. By focusing on how to build and leverage your expertise, you'll position yourself in a fundamentally different way than most of your peers, winning more business in the process.

John Bowen is the Founder and CEO of CEG Worldwide, LLC, a leading research, publishing and consulting firm serving independent financial advisors, CPAs, insurance representatives and registered investment advisors. Download the latest research from CEG Worldwide or learn more about our coaching programs for financial advisors.