Victories and questions: your fallback for content

Victories and questions: your fallback for content

Victories and questions: your fallback for content

Struggling to find what to write about?

Not sure where to start, how to direct your team, feeling blank?

There are two categories which will never fail you (unless of course you’re not talking to your clients, in which case, sort that out!).

Victories

and

Questions.

I’m talking particularly about your clients’ victories, and your clients’ questions. (Or even those of your prospects!)

The important thing is to pay attention to these, and write them down.

Because when you get stuck, and you need to write a blog post or record a video or create content, your fallback is in the areas of the victories your clients have achieved, and the questions they ask you.

This week, I got an email from a graduate of our Accelerator programme. He actually replied to last week’s Note about our ‘inner marketing voices’, and said:

“I do also have ‘up & downs’ as I’m always comparing myself to what other marketeers may be doing (which is probably not a good idea), and think “Why didn’t I think of that”, or I miss an opportunity that someone else picks up on in the firm here. So I do doubt myself sometimes. But a friend came to me the other day, and asked for marketing help because they were struggling to come up with ideas for a new client, and I just reeled off a whole series of ideas, and mentioned the “they ask, you answer” concept, and they loved what I was suggesting – and a lot of this is down to you guys! My marketing knowledge (and self-confidence) has increased tenfold since working with you & your team. You probably don’t realise the amazing impact TPF has had helping people like myself with enhancing our marketing know-how! You’ve also given me more structure & planning to projects I hadn’t even considered before.

There’s marketing gold dust in there.

He’s encouraged. His client is helped and encouraged. When I shared it with the PF team, they too were encouraged.

It’s victories all round.

We could (and probably will, with his permission) turn some of these comments into quotes and quote images in our own marketing. (You can see some of them on our PF Instagram account here.)

But we wouldn’t have this to fall back on if I’d simply replied and said thanks, and deleted it or filed it away somewhere.

You have to save them, keep them, make sure you have them word for word if at all possible – because when you need content, there it is.

The other category is questions. By now most of you are familiar with “They Ask You Answer”, the book of all books for accountants who want to be inspired in marketing, and you have to keep a record of those questions, too.

Because if you don’t record them straight away, you’ll forget them – or worse, you’ll forget exactly HOW the question was asked. And the words they use to ask the questions are just as important, if not more so, than the question itself.

Here are a few questions I and the team got in the last week alone.

  • I’m sure that social does work, but can you give me proof that posting daily actually works for accountants? Answer.
  • Are we excluding potential clients if we narrow down our audience to a niche? Answer.
  • is it okay to have more than one niche?
  • Is there an ideal length (word count) for a blog post? Answer.
  • Do you specifically mention client names in a case study?  Not sure my client would like to be named in solving his tax issues. Answer (webinar).
  • Can we write about non-accounting/tax problems in our content? Answer.

You’ll notice that next to each one, I’ve indicated where we’ve already answered the question in the past.

There’s only one that we haven’t specifically answered in one post or article – it’s probably hidden in another one somewhere – but that makes it easy. That helps me know what to write about!

The more you answer questions and share victories, the easier it is to engage with those who are asking them again – and the more you build trust, and expertise. The inference being, if you’ve dealt with this so often you’ve created content around it, you must know what you’re doing.

Victories, and questions.

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ON THE GRAM

Morning walk. I stood and watched the ferry come in and the sun lighten this little edge of the world.
Been going through old photos and letters - the last of the boxes i had stored at my sister’s house in america. 

When I first moved to Scotland, I only planned to live here for a few years and then go back. Then after a few years I wasn’t ready yet…then I got my residency…still not quite ready….then started a business…then Scottish citizenship…bought a house …finally accepted this is my home and I wasn’t moving back. 

And with every visit back to the states I would go through more boxes, more photos and letters and memories. I’d keep some and throw others away; take photos out of frames and give away the frames; and as time went on I was able to distinguish between the ones I definitely wanted and needed to keep, and those which were lovely at the time but didn’t need to be saved anymore.

Over twenty years on and this past trip I went through the very last of the boxes. I joked to my sister that I’ve now officially settled into Scotland 😆 

This photo of me and my Gramps is a fave and definitely a keeper. Most of the photos and letters I’ve kept are those of family - parents, grandparents, sisters, nieces and nephews. And as much as I love taking landscape photos, I noticed that 20 years later it’s the people photos I am more likely to keep. Thankful for the traditions and patterns of seeing family every year or so since moving to Scotland. They’re small things - baking Christmas cookies and going for walks and going for road trips - but it’s the time together and the continuing family jokes and the memories which remain. And a few photos.

My grandfather (and all my grandparents) have now passed on, but I remember with fondness sitting around at their kitchen table, eating fresh vegetables from the garden, playing scrabble, laughing and talking and drinking coffee.

It’s the small things, and the rhythms of family, which last. ❤️ 
#family #memories #grandparents #oldphotos
Made fresh mince pies for the first time ever. Over twenty years in Scotland and I’d never tried to make them from scratch, so I figured…now is the time! I’m doing lots of thanksgiving baking (yes, we stretch it out here so I’m still prepping!) and decided to buy the ingredients. 

Dried fruit…mixed peel…lots of spices…and Venezuelan rum :) I made up the mincemeat last night, and then today put it in the little pastries and even cut out the wee stars to go on top!

I think I can safely say they’re the best mince pies I’ve ever had. Fresh out of the oven sprinkled with icing sugar and with a glass of said rum alongside :) 

Now we are curled up with a Harry Potter marathon, with plenty of mince pies AND a thanksgiving feast still to come. Happiness! 

#mincepies #homebaking #maryberry #maryberryrecipe #happythanksgiving #happychristmas #harrypotter #hpmarathon
Oh hey, it’s me. 

And a new updated KLR brand and website! 

For the past six months or so, while I was finishing my book content and the final edits from my side, we have also been working on an updated KLR brand and website, to distinguish from the PF brand and site. 

It’s a tough job, when you’re the business owner and have been for ten years. And the book you’ve written is for the kind of clients your business serves, so it feels like a PF project.

But I’ve also been working for years to figure out (and help others see) that PF is far more than me. I’m the owner and MD, and I’m involved in sales and speaking and writing, and yet our clients primarily work with the team. There are 18 beautiful humans delivering great creative work every day from PF (soon to be 19!) and as I always say to potential clients, you definitely want all of them working on your creative projects. They’re structured and organised and talented - 19x more talented than just me. 

I’ve still got my own skills. And my own identity. It took us weeks to dig into how we represent “Karen L Reyburn” as a personal brand, with an audience of clients and friends and accountants and non-accountants and witches and wizards and family members and creative humans. 

We settled on “Leader, writer, creative, coach”, because those are the areas I love the most and want to lean into more as PF grows. And as I write more books and keep being my own self. 

If you’d like to be on the list to get “Karen’s notes” by email every Saturday, or to be on the waiting list for the book (coming May 2023), the link is in my bio. 

And I’d love for you to head over to my new site (karenlreyburn.com) and let me know what you love or anything you notice and wonder about! 

Stay strong, stay creative, and keep going. 

#karensnotes #staycreative #justkeepgoing