Mike Michalowicz is the author of several books including Get Different, Fix This Next, Clockwork, Profit First, The Pumpkin Plan and The Toilet Paper Entrepreneur. His books have been translated into 10 languages and he speaks to business audiences globally. He built and sold two technology service based companies before starting Profit First Professionals, a global community which support accountants, bookkeepers and other financial professionals to substantially differentiate themselves in the market - so they can dictate a premium for their services and attract more clients. He has a passion for entrepreneurialism and regularly shares experiences and advice with first time entrepreneurs. He also sits on formal and informal advisory boards and has relationships with the angel and early-stage investment community. Selected shownotes:

 The Profit First methodology and why it makes behavioural but not logical sense

The number one source of new business for accountants and why it's a challenge

The origins of the book 'Get Different - Marketing That Gets Noticed and Gets Results

How the human mind evaluates marketing messages

Why accountants and bookkeepers need to stand out and get noticed in today's competitive world

The DAD framework professionals can use to differentiate their offering to potential new clients

The one area accountants and bookkeepers should avoid best practice

What R&D (research and development) really stands for in the marketing world

How Covid has changed the way accounting firms need to present themselves

How Amazon actually grabbed 23% more revenue during the pandemic

Why marketing is the ultimate act of kindness for small businesses

What makes it easier for accountants to stand out in today's noisy world of marketing

The 'invisible ink' email strategy to differentiate your message and get more opens

The mistake of trying to be 'too different' in positioning your products and services

What accounting firms can learn from other industries about differentiated marketing

Why accounting professionals should think more like business owners and entrepreneurs

What will happen to those accounting firms who don't see marketing as a necessity

First steps for accountants and bookkeepers who want to 'stand out without standing out'

How to build the confidence to do things differently in marketing your accounting services

How accountants can reframe 'sales calls' to be more confident in helping clients

What the future of marketing looks like for accounting firms in coming years

The one thing potential clients trust more than people when it comes to buying

Why the argument on whether to specialise or niche has been proven for accountants.

When not working, Mike likes running and biking. He's recently made a commitment to go to more concerts and college football.

Connect to Mike on LinkedIn

Check out Mike's gook Get Different

Check out Profit First Professionals