Niche Marketing: The #1 Thing That Will Set You Apart From Your Competition

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Series: Niche Marketing with Janel Sykora

1 CPE Credit Available

Field of Study - Communication and Marketing

If your firm’s messaging sounds like everyone else’s… guess what? You are like everyone else—at least in the eyes of your prospects.

In a crowded, compliance-heavy industry, the difference between being seen as a necessary expense vs. a trusted investment comes down to one thing: your message.

In this high-impact session, you’ll learn how to craft messaging that cuts through the noise, resonates with your ideal clients, and positions you as the expert—not a commodity. We’ll dive into why “niching down” isn’t limiting (it’s freeing), how generalists get stuck competing on price, and how to turn your new message into a client acquisition magnet.

Walk away with real tools, fresh ideas, and a framework you can use immediately to sharpen your positioning and attract better-fit clients who actually value your work.

Learning Objectives:

By the end of this session, attendees will be able to:

• Identify the critical role messaging plays in differentiating an accounting firm from its competition.
• Understand the strategic value of choosing a niche and how specialization increases perceived value.
• Craft a powerful brand message that clearly communicates value and speaks directly to ideal clients.
• Apply your new messaging across websites, social media, proposals, and networking conversations to drive growth.
• Avoid the trap of generic positioning that leads to price competition and low-margin clients.

Cost: Free

CPE Credits: 1

Subject Area: Communication and Marketing

Course Level: Basic

Instructional Method: Group Internet Based

Prerequisites: None

Advanced Preparation: None

Who Should Attend: CPA, Bookkeeper, Accountant, Enrolled Agents, Tax Preparer