Recently, I did a Google search on "CPA firms."  About 776,000 hits.

Then I tried a twist.  I added the words "client centered." I was curious: how many CPA firms actively use the phrase when they are marketing and communicating? Result: the 776,000 hits dwindled down to 74. 

In other words, CPA firms directly tell the market they are client centered about one in 10,000 times.

Law firms, by the way -- are you ready? -- do better. Sort of. One in about 1,900 of them use the term.

So, what does this mean?  That accountants are less client-focused than lawyers? I don't think so. More likely, it suggests that accounting firms need to do a stronger job of telling the market that they care.

I see evidence of this omission all too often. When professional services firms go to market, they talk about all their capabilities. About their practice areas. And maybe, a bit, about the problems they can help clients solve.

But why does the problem solving always seem to come last?

Smart PR and marketing always puts the customer first. This seems logical, and few would disagree. But when push comes to shove, it doesn't happen nearly as often as it should.

Why doesn't the vast majority of PR and marketing that I see fail to talk first about the customer?  Because firms are always talking about themselves:

"Our newly-enhanced capabilities in personal tax ..."

"We invite you to inquire about our consulting services..."

"Our new office is a reflection of our commitment to growth and quality..."

Yikes! Is this any different than listening to the bore at the party who talks incessantly and endlessly about himself? So let's talk about ourselves a bit less, okay?  Honestly, the only ones who care about us are our mothers and our spouses. (I doubt we even make the cut with our kids.) If you look at yourself and your business honestly for a moment, I think that in your heart you'll see I'm probably not too far off the mark.

Client-centered PR and marketing focuses on the client's needs, concerns, priorities, and questions. Do mailings, write articles, get in the media, be interviewed, and talk everywhere about these things.

• General advice for the public on tax tips, if that's your market.
• A heads-up to businesses and non-profits on what to expect during the audit now that the ground rules have changed so much.
• Suggestions on how to prepare the business for succession, or the breadwinner for retirement.

And whatever it is that keeps clients asking you questions, and asking for help -- that's what the market cares about.

If the market cares, so will the media. Go to the press in your town, in your target industries, and become a resource for them. Write articles. Allow them to interview and quote you. And then, of course, send reprints to the world. 

You can also create your own articles and send them to everyone in your database. As long as you're not talking about that hot new tax accountant who just joined the practice, or the company picnic last month, I guarantee the market will be interested in what you have to say. And the more you do it, the more the telephone will ring.