Most finance professionals (e.g. accountants and fCFOs) are still relying on outdated marketing tactics: generic websites, vague messaging, and a hope that referrals will carry the business.

However, as Karen Reyburn shares, that approach no longer works.

In this episode of The New F*Word, I sit down with Karen to chat about what really works when it comes to marketing for accountants and fractional CFOs. Karen shares practical insights on defining your audience, crafting compelling stories, and evolving your marketing as services change.

Here are the main takeaways from this episode:

* Boring marketing is bad for business. If your firm sounds like every other one, clients can't choose you. Make it human. Make it real.

* Talk less. Listen more. Ask therapist-style questions: "How are things really?" Then build your messaging around what people actually say.

* Get specific. The narrower your niche, the stronger your pull. Broad messaging attracts no one. Great marketing divides.

* Done is better than perfect. You don’t need the perfect brand before you start showing up. Just start.

* Creativity isn’t optional anymore. Whether you’re a fractional CFO or firm owner, your creative mindset is now a business asset.

Listen now on Apple, Spotify, and YouTube.

This episode is brought to you by Float, the cash flow forecasting software trusted by thousands of Modern Finance Leaders and businesses. Whether you're a growing company or a fractional CFO, Float is a cash flow forecasting tool that provides finance professionals with daily cash visibility for the businesses they serve and helps them manage and plan cash flow for any scenario they might face.