I spoke with Paul Gardner from Fresh Accounting, an early partner of Xero in Asia specialising in accounting services, CFO support, and digital transformation.
Paul had two marketing tips: number one was the importance of authenticity.
For him, understanding our pain points as business owners allows for more authentic communication with clients. It’s helped him create a specific and focused approach in marketing rather than trying to appeal to everyone.
Paul’s second tip revolves around choosing to work with industries genuinely excite him and his team. It’s allowed him to tailor his message way more than generalist firms.
See the full interview below…