If you’ve ever made pancakes from scratch, you’ll know this truth: the first pancake is always rubbish.
It’s lumpy, misshapen, burnt around the edges, or somehow manages to be all three at once.
You scrape it off the pan, maybe give it to the dog (if you’re feeling generous), and carry on with the batch. By pancake number three or four, you’ve got the temperature just right, the timing sorted, and you’re producing golden, fluffy perfection.
This same principle applies perfectly to marketing for accountants, when you end up expecting results from day one.
The first pancake, like your first foray into marketing for your accountancy firm, brings you essential information. Your first networking event helps you discover which conversations feel most natural. The video where you forgot your key point shows you the importance of bullet point scripts. The email newsletter that gets a few thoughtful replies teaches you what content truly resonates with your clients.
Your first attempt at marketing doesn’t have to be perfect. “Start small, start safe”, as PF’s founder Karen Reyburn would say, which means choosing low-risk activities that won’t damage your professional reputation or your accounting business if they don’t work. The important part is that you started.
This guide will show you how to break through perfectionism using the “first pancake rule” – to kick start your marketing journey, even when you don’t feel completely prepared.
Jump to section:
Marketing Doesn’t Work Like Accounting
Putting the First Pancake Rule to Work
The Marketing Pitfalls Worth Avoiding
Your First Pancake is Waiting…
Marketing Doesn’t Work Like Accounting
“I need to research more marketing strategies before I start posting on LinkedIn.”
“I need to plan out at least six months of newsletter content before I launch.”
“I’d better attend a few more events before I think about hosting my own.”
If these thoughts sound familiar, you’re not alone. Most accountants we work with have said exactly the same thing. You might be experiencing marketing perfectionism – and it’s keeping brilliant accountants like you stuck in the planning phase while your competitors are setting up podcasts, creating custom GPTs and consistently posting videos.
Your marketing feels particularly daunting because, as an accountant, you’re trained to be precise, accurate, and risk-averse. Your professional reputation depends on getting things right the first time. But marketing doesn’t work like accounting.
In accounting, errors have consequences. A misplaced decimal point or incorrect calculation can cost clients money and damage trust. So naturally, you apply the same meticulous approach to your accounting firm marketing.
Marketing operates on completely different principles; it’s about experimentation, learning, and gradual improvement. Waiting for perfection means never starting at all.
The result? Potential clients who need your expertise right now are finding other accountants instead. Referral opportunities slip by because people don’t know what you do beyond the basics. Your ideal clients remain unaware that you exist, while you sit in the planning phase, perfecting strategies that will never see the light of day.
Putting the First Pancake Rule to Work
Start Small: Choose one marketing activity you’ve been putting off. A single LinkedIn post, one client newsletter, or a short video.
Set Learning Goals: Instead of “this post must get 50 likes,” try “I want to see what happens when I share a client story.”
Embrace the Data: Every first pancake gives you information. First website? It might not convert visitors immediately. But you’ll learn which pages people actually read and where they lose interest. First newsletter? Maybe only 3% of people open it and nobody responds. But you’ll discover which subject lines work and what content resonates.
Keep the Pan Hot: The worst thing you can do is turn off the heat after one wonky pancake. Consistency matters more than perfection.
5 Things You Can Do This Week
Ready to get started? Here’s what you can do this week (pick just one to start):
1. Ask 3 Clients for LinkedIn Recommendations
Send a personal message, not LinkedIn’s generic request. Let them know what kind of thing to include – specific results or outcomes work best. Remind them of the work you’ve done together. Most clients are happy to help when you make the process simple for them. When you’re ready to go into more detail and ask for a testimonial, read PF’s blog – “How do I get clients to give testimonials for my accounting firm?”
2. Claim your Google My Business listing
Go to business.google.com and search for your firm name. If it appears, click “Claim this business” and follow the verification steps (usually by postcard or phone). If it doesn’t exist, click “Add your business to Google” and fill in your details. Add your services, business hours, and photos of your office. Then ask satisfied clients to leave reviews – this helps potential clients find you when they search for “accountant near me” on Google Maps.
3. Record Your First Client Education Video
Choose one question clients ask you repeatedly and record a 2-3 minute video answering it clearly. Use your phone or a free tool like Loom to record your screen whilst you talk through a simple example or process. Don’t worry about perfect lighting or presentation – focus on being helpful and authentic. Share it on LinkedIn, embed it in emails to clients, or add it to your website. Clients love seeing the person behind the advice, and video builds trust faster than written content. Check out PF’s blog on this – “How to record video with screen share for your clients“.
4. Send One Email Update to Clients
Draft a brief email to existing clients about a recent tax law change or business tip. Keep it short, valuable, and friendly. This is the foundation of effective CPA marketing strategies. No email system? Start simple. Create a basic email in your regular email, BCC your client list, and send one helpful update. You can upgrade to proper email marketing tools later. For more inspiration, read “How to grow your email list like a pro“.
5. Attend One Local Networking Event
Book tickets to one local business event this month. Check platforms like Eventbrite or your local Chamber of Commerce website to find networking events in your area. Prepare a simple introduction: who you are, who you help, and one interesting fact about your firm. If you want to really make a great networking pancake (so to speak), you could invite 5-10 clients round to your offices or a local venue for a get together. Simple networking, unlocked!
The Marketing Pitfalls Worth Avoiding
While you’re doing these things, look out for the temptation to…
Wait for the Perfect Strategy: Perfect strategies don’t exist. Good strategies come from trying things, seeing what works, and adjusting as you go.
Appeal to Everyone: Broad messages appeal to no one. Focus on your ideal client type and speak directly to them. For example, saying ‘we deliver strategic financial guidance for business success’ leaves people thinking ‘how?’ and ‘does that apply to me?’ But saying ‘we help creative agencies manage their finances so they can focus on brilliant work’ immediately speaks to the right people.
Expect Immediate Results: Accounting firm marketing is a long-term investment. Consistent action over months builds trust and familiarity. For example, you might post helpful content for months before seeing any enquiries, then suddenly get two calls in one week from people who’ve been quietly reading your blogs, following your social media, and receiving your newsletter for some time.
Copy Other Industries: What works for retail or hospitality may not work for professional services. For example, posting flashy “limited time offers” might work for an online shop, but accountants build trust through demonstrating expertise and reliability, not urgency.
Neglect Follow-Up: Most potential clients need multiple touchpoints before deciding. One perfect interaction isn’t enough. For example, one of our clients felt like they were being ghosted by a few prospects. After we had a strategy call and talked about it, they sent three LinkedIn voice notes, and one of the ghosters replied within minutes, and booked a call for the next Monday.
Your First Pancake is Waiting…
The most successful accounting firms aren’t those with perfect marketing strategies – they’re the ones that simply started.
Your first marketing pancake might be lumpy, burnt, or completely misshapen. But it’s the only way to get to the fluffy, golden stack that represents a thriving practice.
Pick one thing from this guide and start it this week. Don’t wait for perfect timing, complete knowledge, or ideal circumstances. The goal isn’t perfection – it’s information and progress.
Remember: every expert was once a beginner. Every successful accounting firm started with an imperfect first attempt. Your first pancake is waiting.
If you’re ready to move beyond first pancakes and develop a comprehensive marketing strategy for your accounting firm, we’re here to help. Our team specialises in marketing for accountants and understands the unique challenges you face. Fill in the discovery form and tell us where you are and what you need.
Whether you need help with content creation, digital strategy, or building a complete marketing system, we can guide you from first pancake to perfect stack.
Time to heat up the pan and start cooking.