I hired my tax accountant after one call, for one reason:

She had a clearly articulated POV that matched my specific situation.

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Three months into self-employment, I had played enough in QuickBooks to know it was time to outsource all things tax and accounting.

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There was a tax accountant answering questions in a Slack community for independents.

After she replied to a stray question I had while setting up my LLC, I took her up on a free consultation.

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The phone call lasted about 45 minutes, but immediately after, and even today (years later), just three things stayed with me:

• The US tax code is very generous and flexible to businesses, but only if you know how to make full use of it
• As the daughter of a small business owner, and a small business owner herself, she finds it frustrating that the benefits of the tax code should only be reserved for those with immense resources
• She helps independents apply the tax code in two phases - 1) structuring their company for an immediate tax advantage, and 2) employing a longer-term strategy for reducing taxable income

To paraphrase even more plainly:

1. I know your specific problem
2. I have a unique, personal perspective on it
3. Here’s how I’d help you right now

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Bingo. That was enough for me to retain her.

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Now remember, this conversation was over the phone — no polished visuals or videos.

But what she talked through was absolutely her IP -- which again, is simply:

a set of your unique insights, structured into a shareable POV.

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Gussying up your IP into polished frameworks and visuals can certainly help attract and accelerate client conversations — but even when conveyed verbally, the job of your IP remains the same:

To satisfy those three objectives.

Which then turns the key to conversion.

💡

-Wes