Amplify

Stop competing on price and start unlocking the subconscious psychology behind why clients choose your accounting firm. In this episode of Amplify, host John Tyreman sits down with Melina Palmer, CEO of The Brainy Business and behavioral economics expert. Together, they explore how applying psychological principles and behavioral economics can transform marketing and pricing strategies for accounting firms. From reframing service value and storytelling to building authentic trust, Melina shares actionable insights to turn clients into loyal partners. In this episode, you'll learn: How framing opportunity costs shifts client focus away from service pricing Why positioning the client as the hero turns your firm into a trusted guide How choosing between a quality or value positioning impacts pricing strategy Why leveraging social proof and shared unity strengthens client trust and rapport How genuine empathy and active listening foster long-term client retention Host: John Tyreman, Founder, Red Cedar Marketing Guest: Melina Palmer, Founder and CEO of The Brainy Business

Do you know the real, psychological reasons why your clients choose to do business with you? In this episode of Amplify, John Tyreman sits down with buyer psychology expert Katelyn Bourgoin, founder of Unignorable and the Why We Buy newsletter. Together, they explore how to leverage cognitive biases to help your firm get known, liked, and trusted. In this episode, you'll learn: To apply the Jobs to Be Done framework to understand your buyers How the Von Restorff effect can help your firm stand out Why the Pratfall effect and human flaws make you more likable To leverage storytelling and the bandwagon effect to build trust How to find your ownable idea and become an unignorable brand

In this episode of Amplify, host Cassy Clayman speaks with Neil Barrow, founder of Enabled BD, about the intricacies of building a business development function within accounting firms. They explore the common challenges firms face, the importance of tracking and marketing, and how technology, including AI, can enhance business development efforts. Neil emphasizes the need for a cultural shift towards growth and accountability, highlighting the role of leadership in driving change. The conversation provides valuable insights for firms of all sizes looking to improve their business development strategies. Guest: Neil Barrow | EnableBD Host: Cassy Clayman | Topel Forman

In this episode of Amplify, host Cassy Clayman speaks with Adam Klein about the importance of customer intelligence in the accounting profession. They discuss how data and intelligence tools can enhance client relationships, the evolving tactics in business development, and the challenges of data fragmentation. Adam emphasizes the need for proactive engagement with clients and the role of technology, including AI, in streamlining processes. The conversation highlights the significance of leveraging relationships and data for growth, as well as practical steps firms can take to improve their customer intelligence. Guest: Adam Klein | Introhive Host: Cassy Clayman | Topel Forman

In this conversation, Mike Jones discusses the importance of personalizing client communication, especially when introducing new service lines. He emphasizes the need for authenticity and relational messaging, cautioning against relying solely on generic templates provided by tools like ChatGPT and Copilot. Instead, he advocates for practitioners to infuse their unique insights and knowledge about their clients into the messaging to foster stronger relationships. Guest: Mike Jones | Kindred BD Host: Cassy Clayman | Topel Forman