MC Carter is the CEO of digital marketing agency, Practice Paradox. Dubbed “the father of modern marketing for accountants”, MC is the pioneer, globally, in advising accountants about modern marketing including blogging and social media. Since founding Practice Paradox in 2009, MC has guided the growth strategies of hundreds of now very successful accounting firms, globally. Shownotes:Despite downward pressure on compliance, still not many accounting firms want to do the non-compliance advisory servicesIt's counter-intuitive, but accounting should revolve more around people than numbersThe big problem for the accountants who say they're proactive but are really notFFAM - the secret weapon for accountants who want more advisory businessA very practical definition for advisory that should help accountants sell it betterWhy compliance will never be dead, and how the compliance vz advisory debate is not helpful for accountantsThe reason why accountants struggle so much with marketingHow accountants can overcome their aversion to sales and marketingBeware the 'pony-tail' marketers and silver bullet vendors who sell the wrong things to accountantsWhat makes marketing such a challenge in any businessCalling out software, tech and marketing vendors who don't always have the accountant's best interestsThe biggest mistakes accountants and accounting firms make with their marketingThe 3 traits of accountants and accounting firms who really get marketing rightThe problem with most of the content that accounting firms put outGetting into the mind of a small business client - why it's like being a parentWhat progressive accounting firms do that most others don't when it comes to marketing and growthHow marketing has changed over the years, particularly with the era of digitalThe dangers of 'interruption marketing' that many accounting firms rely onThe critical feature of 'inbound' marketing methods that attract leads to your accounting firmThe key challenge for most accounting firms in resourcing their marketing effortsThe myth of the 'full-stack marketer' who is good at every marketing specialtiesWhat accounting firms should NOT do first when wanting to push marketing and generate leadsWhy most accounting firms fail to give a strong brief to their marketing function or advisorsThe three essential things required to bring about lasting change in any area of your lifeGoogle 'the professionalism paradox' and find out why boring branding hurts accountantsWhy accountants are the true trusted advisor for businesses in these troubled times

When not working, MC plays cricket and lives a barefoot beach lifestyle with wife Isabella, teenage son Ned, daughter Milly and dog Jimmy in Queensland, Australia. Contact MC here:https://practiceparadox.com.au/ (Website and blog)https://au.linkedin.com/in/getmc (LinkedIn)