On this week’s Dear Katie, I was asked a question that I think every service provider (especially accountants) thinks about at some point: I don’t want to sound salesy. How do I talk about my services online?
I get it. You didn’t become an accountant because you wanted to pitch people.
But here’s the thing. Selling is a part of serving.
If potential leads don’t know how you can help them, they can’t say “yes” to your service.
And you can share your services without being pushy or feeling weird after you do.
Here’s how:
Storytelling marketing saw 46% growth last year.
Why? It works. You want to build authority when competing for attention online.
Who wants to connect with bullet points?
People want to connect with stories that they feel emotionally tied to online.
Transformation stories are always powerful and emotional.
Don’t just say, “We offer fractional CFO services. Book with us.”
Where’s the emotion, right? Instead, try something like this:
“One of our clients came to us, burning out.
He was:
Revenue looked great, but his bank account told a different story.
He told me, “I feel like I’m killing myself for a business that’s barely giving me a paycheck.”
We sprang into action by building a rolling 13-week cash flow forecast. We mapped out every dollar coming in and going out of the business.
It was the first time he could see where money was going and what was causing his bank account to run dry, even though his revenue showed consistent growth.
We looked at his receivables, and guess what?
He had large chunks of money tied up in unpaid invoices for 30, 60 and even 90 days. Revenue was great. He just wasn’t paid quickly enough. We created a system for:
Outdated billing terms that were making him feel short on cash were restructured.
Just like that. Cash collection systems tightened.
Nine months later, he could breathe because:
He finally took a vacation that just nine months ago seemed like a dream while he sat in his office for 70 hours a week with no end in sight.
This is what happens when you give business owners clarity and control over their numbers. If that’s something you’re looking to achieve too, book a time with us.”
People remember stories like these because they resonate with them.
It’s a tangible before and after of what your service delivers.
Here’s the truth: No one is excited to pay for reconciliations or reports. What are they excited about? The peace of mind that their books are solid and their taxes are under control.
To focus on the outcomes, try shifting your language.
Instead of saying:
“We reconcile your accounts monthly and prepare financials.”
Say:
“Our clients finally stop guessing and start making decisions based on real numbers. They know exactly where their business stands every month.”
The first statement focuses on the “features,” while the second focuses on what clients get (e.g., the benefits).
This approach works even better when you can share specific results.
For example:
“We took over the monthly accounting for a business that hadn’t seen clean numbers in a year. Within two months, they were able to spot $8K in unnecessary spending and finally start setting aside money for growth.”
Sharing real results will build trust and drive people to reach out about your services.
If a client tells you something meaningful, write it down and use it.
Your clients’ words are often more impactful and relatable.
What do I mean by this?
Instead of summarizing a client’s results with something generic like “our clients feel supported with their finances,” use what they actually say.
“I finally feel like someone has my back. I used to dread looking at my numbers, and now it feels like I have a partner in this with me. It’s much more manageable.”
See how much more impactful the client’s actual words are?
Don’t overthink your content.
Repeat what your best clients are saying about you. Their words will speak volumes for your service.
People want to get to know you, the person behind your services. If your content sounds like a brochure, people will just scroll right past it.
What do I recommend?
Ditch the corporate jargon and speak to your audience like you were texting a friend.
Rather than saying:
“We provide comprehensive outsourced accounting solutions to growth-stage companies.”
Try saying:
“We help business owners get out of their QuickBooks nightmares and back to running their business.”
The second statement is clear. It’s not fancy. It’s not littered with jargon. It’s relatable to your audience.
Before I post anything on social media, I ask myself this question:
“Would I actually say this out loud to a real person?”
If the answer is “no,” I’ll rewrite it.
Remember: You don’t need the perfect hook. You don’t have to be flashy.
You just have to be human, and that means being clear and helpful.
Taking this approach will build trust, and trust is what makes people reach out.
You’re not being too salesy. You’re being of service.
And, that’s a wrap on this Dear Katie question.
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Now I want to hear from you. Do you have a question?
Until next time, cheers to your success!
Katie
Focus on sharing stories about how you’ve helped clients overcome challenges. This builds connection and shows the value of your services without being salesy.
Highlight the outcomes your clients achieve, like peace of mind or financial clarity, rather than just listing features of your services.
Incorporate your clients’ own words into your messaging. Their testimonials are often more relatable and impactful than generic summaries.
Adopt a conversational tone that feels personal and relatable, as if you’re speaking to a friend, to engage your audience better.
No, focus on being clear and helpful instead of flashy. Authenticity builds trust, which is crucial for attracting clients.
Ask yourself if your content sounds like something you would say to a real person. If not, rewrite it to be more genuine and approachable.