WHY PROGRESSIVE ACCOUNTING FIRMS ARE BREAKING OUT OF THE BOX

Times have changed. Progressive accounting firms are changing with it. The accounting profession has entered a new era. We call it Compliance 2.0. In the past Compliance 1.0 era, compliance was at the core of the client relationship. There were healthy margins in compliance work. It was difficult for clients to shop around. Compliance was enough for maintaining client loyalty. Not anymore.

In the new Compliance 2.0 era, traditional compliance work is just a starting point. It must be done extremely efficiently or the margins are not there. Price competition on compliance is aggressive, with firms using lower-cost resources dotted around the globe. Compliance has been severely commoditised and 'productised'. Consumers can now shop around via the web and through social media. Increasingly referrals now happen online.


  • Yesterday
    Up Until NowThe Compliance 1.0 Era
    • Compliance work was labour-intensive and expensive to produce
    • Compliance services subject to moderate price competition
    • Compliance seen as the core service in the client relationship
    • Low commoditisation - Compliance seen as custom services
    • Compliance underpinned client loyalty and retention
    • Service focus on the PAST: Last Year / Last Period
    • Low consumer power, person-to-person referrals

  • Today
    NowThe New Compliance 2.0 Era
    • Compliance highly automated with data feeds, artificial intelligence coding, etc.
    • Extremely high price competition, compliance increasingly a loss leader

    • Compliance merely a starting point in the client relationship
    • High commoditisation - Services seen as standardised 'products'
    • Compliance no longer enough 
for client loyalty
    • Service focus on PAST AND FUTURE: Next Month / Next Quarter
    • High consumer power via online and social search

To survive and thrive in the modern Compliance 2.0 era a firm needs effective marketing and selling processes to educate clients about their non-compliance services. A strong online presence is essential. Effective social media use is now a pre-requisite. A strategy to position the firm uniquely is the foundation stone for effective online, social and traditional marketing. PARADOX specialises in precisely that: Modern Marketing for Accountants. PARADOX are world pioneers in social media for accountants, launching the Modern Marketing Academy (formerly the Clientshare Academy) in 2010. Our graduates include Xero Partners of the Year, Big 4 firms, large 2nd tier firms, 1 and 2 Partner firms, one-person start-up firms and a long list of Xero Gold Partners.

No matter their size, these accounting firms all have one thing in common...

They want to break out of the compliance box; to sell more value-add, future-focused, non-compliance services, and they want a Marketing Machine to help them achieve this as time-efficiently and cost-effectively as possible. Exactly what you need.

As a member of PARADOX—through our Modern Marketing Academy or by subscribing to our Automatic Marketing services—you'll master what's called 'content-driven' educational marketing. You'll achieve great content on your website and blog. A website that attracts the quality clients you want and generates enquiries that convert. A social media presence that positions you as an authority and thought leader; and that consistently generates leads and enquiries. You'll regularly and efficiently publish high quality articles to your email subscribers. You'll use video and screencasts. You'll be up to date with the latest marketing technology and your firm will be perceived as a leader, not a follower.

With members internationally, and some of the world's best marketed accounting and bookkeeping firms among our members, PARADOX helps firms achieve a stream of pre-educated enquiries from prospective clients and from within their existing clientbase. What they find is that when a person enquires—because they have come through the firm's Marketing Machine—they don't need "to be sold to"; they arrive ready to be advised. Ready... to buy. Here's how we achieve that for you.

  • To accountants who ask me about PARADOX and The Academy, all I say is, JUST DO IT!
    Xero Partner of the Year 2012
    Steph Hinds, Growthwise
    Xero Gold Partner
  • This marketing is fun, fast to do, and it works. Last month we brought on 22 new clients.
    Kirsten Hawke, Astill Hawke
    Xero Gold Partner
  • PARADOX gives us practical, easy-to-implement strategies and processes to follow. And they just work.
    David Cartwright, Cartwright Brown & Company
  • The first 11 clients we applied the Clientshare Cross-Selling Process to, generated $59K in new fees.
    David Cartwright, Cartwright Brown & Company
  • We can now communicate the value of what we do. It has made a big difference to our bottom line.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • We've learnt so much. It is so energising. If you're not part of The Academy, you're missing out.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • PARADOX marketing strategies helped us hit our $1m revenue target a full year ahead of our original business plan projections.
    Xero Partner of the Year 2012
    Steph Hinds, Growthwise
    Xero Gold Partner
  • PARADOX created our name, our logo, designed our website and wrote awesome content for our website.
    Timothy Munro, Change Accountants
    Xero Gold Partner
  • The Academy teaches practical techniques we can immediately use in social media and online.
    Grant Smith, Armstrong Watson
    Xero Gold Partner
  • PARADOX shifted our mindset and introduced us to technology that is transforming our business.
    Jeremy Harris, Gill McKerrow
    Xero Gold Partner
  • We learn so much from PARADOX around leading edge business thinking and technology.
    Cameron Patterson, Cameron Patterson & Co.
    Xero Gold Partner
  • After just one month of outsourcing some of my marketing to PARADOX we are already seeing results.
    Amanda Fisher, Connected Accountants
    Xero Gold Partner
  • The hands-on learning approach is great. Takes your communication skills to the next level.
    Robert Moore, Active Business Consultants (now MSI Taylor)
    Xero Gold Partner
  • Blogging and social media are must-do’s in today’s world. A great way to attract new clients.
    Amanda Fisher, Connected Accountants
    Xero Gold Partner
  • "Thanks! Such detailed, tailored, marketing tech advice. PARADOX is the only place we can get this."
    Jeremy Harris, Gill McKerrow
    Xero Gold Partner
  • Learning marketing from PARADOX is like being plugged into The Matrix! We're constantly learning. All of it practical and instantly implementable.
    Ben Walker, Inspire CA
  • The Member Focus Sessions alone have been worth every cent of our PARADOX Membership subscription.
    Matt Sharwood, Complete Business Partners
  • Their strategic advice is intelligent and innovative. And technology-wise we’ve been exposed to apps and tools we never knew existed.
    Matt Sharwood, Complete Business Partners
  • It’s leading-edge advice, and different to anything else you’ll hear from other coaches and consultants.
    Matt Sharwood, Complete Business Partners
  • By far the best decision we have ever made.
    Steph Hinds, Growthwise – Xero Partner of the Year 2012
  • We now do MORE marketing in a week than we used to do per quarter,
    and with LESS effort!
    Kirsten Hawke, Astill Hawke
    Xero Gold Partner
  • PARADOX's accounting industry-specific marketing expertise is unbeatable.
    Matt Treatt, Your Accounts Department
    Xero Gold Partner
  • Compared to PARADOX, other consultants are vague. PARADOX advice is specific.
    David Cartwright, Cartwright Brown & Company
  • I’m loving The Academy. The ‘how to’ and ‘what to do’ is exactly what I needed.
    Adele Wardley, A Squared Advisors
    Xero Gold Partner
  • Before using PARADOX, we had been living in the technological dark ages, and didn't realise it!
    Sonja Haller, Wise Accountants
  • Awesome! Never have I experienced such depth of knowledge and practical
 ideas in marketing.
    Peter Nicholson, Peak Financial Services
  • We now approach marketing with confidence and enthusiasm instead of dread and confusion.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • There’s always something new and it’s different from anything you’ll hear from other consultants.
    Chris Byrne, Concord TBS
  • I'm learning marketing techniques that I never new existed. Social media is now great for us.
    Michael Dietrich, MSCJ Superannuation
  • Masterclass was the most engaging and stimulating seminar that I have ever attended. Go.
    Chris Byrne, Concord TBS
  • The Masterclass taught us how to communicate our value proposition to clients and prospects.
    David Robson, Robson Partners
    Xero Gold Partner

MARKETING MACHINES FOR ACCOUNTANTS

Growthwise Xero Partner of The Year PARADOX Academy Graduate

Growthwise doubles revenue five years in a row

Founder of 2012 Xero Partner of the Year (AU), Growthwise, described herself as ‘paralysed’ in her marketing efforts before learning marketing strategy from PARADOX. “We had lots of ideas but no focus,” admits …

Rapsey Griffiths uses PARADOX Marketing Service

Rapsey Griffiths achieves 2.5x expected target

Like most accounting firms, Rapsey Griffiths wanted to stand out from the crowd.

So they talked to a couple of firms that were already standing out by using modern marketing tools such as social …

Astill Hawke Uses PARADOX Marketing Education & Training Services

Niche portal strategy nets 22 new clients in 1 month

When Kirsten Hawke first discovered PARADOX she thought she was already quite marketing savvy.

“We’d been to lots of seminars, used various business coaches within the accounting profession, and we were aware …

People we've worked with

  • To accountants who ask me about PARADOX and The Academy, all I say is, JUST DO IT!
    Xero Partner of the Year 2012
    Steph Hinds, Growthwise
    Xero Gold Partner
  • This marketing is fun, fast to do, and it works. Last month we brought on 22 new clients.
    Kirsten Hawke, Astill Hawke
    Xero Gold Partner
  • PARADOX gives us practical, easy-to-implement strategies and processes to follow. And they just work.
    David Cartwright, Cartwright Brown & Company
  • The first 11 clients we applied the Clientshare Cross-Selling Process to, generated $59K in new fees.
    David Cartwright, Cartwright Brown & Company
  • We can now communicate the value of what we do. It has made a big difference to our bottom line.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • We've learnt so much. It is so energising. If you're not part of The Academy, you're missing out.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • PARADOX marketing strategies helped us hit our $1m revenue target a full year ahead of our original business plan projections.
    Xero Partner of the Year 2012
    Steph Hinds, Growthwise
    Xero Gold Partner
  • PARADOX created our name, our logo, designed our website and wrote awesome content for our website.
    Timothy Munro, Change Accountants
    Xero Gold Partner
  • The Academy teaches practical techniques we can immediately use in social media and online.
    Grant Smith, Armstrong Watson
    Xero Gold Partner
  • PARADOX shifted our mindset and introduced us to technology that is transforming our business.
    Jeremy Harris, Gill McKerrow
    Xero Gold Partner
  • We learn so much from PARADOX around leading edge business thinking and technology.
    Cameron Patterson, Cameron Patterson & Co.
    Xero Gold Partner
  • After just one month of outsourcing some of my marketing to PARADOX we are already seeing results.
    Amanda Fisher, Connected Accountants
    Xero Gold Partner
  • The hands-on learning approach is great. Takes your communication skills to the next level.
    Robert Moore, Active Business Consultants (now MSI Taylor)
    Xero Gold Partner
  • Blogging and social media are must-do’s in today’s world. A great way to attract new clients.
    Amanda Fisher, Connected Accountants
    Xero Gold Partner
  • "Thanks! Such detailed, tailored, marketing tech advice. PARADOX is the only place we can get this."
    Jeremy Harris, Gill McKerrow
    Xero Gold Partner
  • Learning marketing from PARADOX is like being plugged into The Matrix! We're constantly learning. All of it practical and instantly implementable.
    Ben Walker, Inspire CA
  • The Member Focus Sessions alone have been worth every cent of our PARADOX Membership subscription.
    Matt Sharwood, Complete Business Partners
  • Their strategic advice is intelligent and innovative. And technology-wise we’ve been exposed to apps and tools we never knew existed.
    Matt Sharwood, Complete Business Partners
  • It’s leading-edge advice, and different to anything else you’ll hear from other coaches and consultants.
    Matt Sharwood, Complete Business Partners
  • By far the best decision we have ever made.
    Steph Hinds, Growthwise – Xero Partner of the Year 2012
  • We now do MORE marketing in a week than we used to do per quarter,
    and with LESS effort!
    Kirsten Hawke, Astill Hawke
    Xero Gold Partner
  • PARADOX's accounting industry-specific marketing expertise is unbeatable.
    Matt Treatt, Your Accounts Department
    Xero Gold Partner
  • Compared to PARADOX, other consultants are vague. PARADOX advice is specific.
    David Cartwright, Cartwright Brown & Company
  • I’m loving The Academy. The ‘how to’ and ‘what to do’ is exactly what I needed.
    Adele Wardley, A Squared Advisors
    Xero Gold Partner
  • Before using PARADOX, we had been living in the technological dark ages, and didn't realise it!
    Sonja Haller, Wise Accountants
  • Awesome! Never have I experienced such depth of knowledge and practical
 ideas in marketing.
    Peter Nicholson, Peak Financial Services
  • We now approach marketing with confidence and enthusiasm instead of dread and confusion.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • There’s always something new and it’s different from anything you’ll hear from other consultants.
    Chris Byrne, Concord TBS
  • I'm learning marketing techniques that I never new existed. Social media is now great for us.
    Michael Dietrich, MSCJ Superannuation
  • Masterclass was the most engaging and stimulating seminar that I have ever attended. Go.
    Chris Byrne, Concord TBS
  • The Masterclass taught us how to communicate our value proposition to clients and prospects.
    David Robson, Robson Partners
    Xero Gold Partner

The PARADOX Team

Michael ‘MC’ Carter

Marketing Machinist

An award-winning entrepreneur, patent holder, product designer, copywriter, tech company founder, business consultant, marketing advisor, speaker and self-confessed ‘propellor head’, MC has worked in and consulted to the accounting profession across two decades. What lights MC’s fire is the psychology of influence and the technology of marketing. The combination of these, MC believes, creates the closest thing he’s seen to modern day alchemy.

Ysabel Unsworth

Marketing Juggler

Ysabel is our chief makes-things-happen-like-clockwork team member. Coordinating our range of Automatic Marketing services as well as our Virtual Marketing Assistant (VMA) services for our members, Ysabel’s team helps accounting firms consistently pump out great content into their Marketing Machines. Ysabel coordinates a lot of PARADOX’s marketing activities too such as our webinars, social media and eNewsletter. Proud mother of young Liam, Ysabel is based in our Manilla office.

Suzanne Reijn

Paradox Partner - NL

Suzanne has a rare combination of in-depth knowledge in the Accounting industry and Marketing & Sales training expertise. Suzanne worked for one of the Big 4 Accounting firms for more than 15 years in the Corporate Finance practice as an advisor and partner in the firm, before starting her own companies which revolve around personal and professional effectiveness in the areas of marketing, sales, presentation and negotiation skills. She loves to challenge and help accounting firms to design successful business strategies and become true leaders of their clients.

  • To accountants who ask me about PARADOX and The Academy, all I say is, JUST DO IT!
    Xero Partner of the Year 2012
    Steph Hinds, Growthwise
    Xero Gold Partner
  • This marketing is fun, fast to do, and it works. Last month we brought on 22 new clients.
    Kirsten Hawke, Astill Hawke
    Xero Gold Partner
  • PARADOX gives us practical, easy-to-implement strategies and processes to follow. And they just work.
    David Cartwright, Cartwright Brown & Company
  • The first 11 clients we applied the Clientshare Cross-Selling Process to, generated $59K in new fees.
    David Cartwright, Cartwright Brown & Company
  • We can now communicate the value of what we do. It has made a big difference to our bottom line.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • We've learnt so much. It is so energising. If you're not part of The Academy, you're missing out.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • PARADOX marketing strategies helped us hit our $1m revenue target a full year ahead of our original business plan projections.
    Xero Partner of the Year 2012
    Steph Hinds, Growthwise
    Xero Gold Partner
  • PARADOX created our name, our logo, designed our website and wrote awesome content for our website.
    Timothy Munro, Change Accountants
    Xero Gold Partner
  • The Academy teaches practical techniques we can immediately use in social media and online.
    Grant Smith, Armstrong Watson
    Xero Gold Partner
  • PARADOX shifted our mindset and introduced us to technology that is transforming our business.
    Jeremy Harris, Gill McKerrow
    Xero Gold Partner
  • We learn so much from PARADOX around leading edge business thinking and technology.
    Cameron Patterson, Cameron Patterson & Co.
    Xero Gold Partner
  • After just one month of outsourcing some of my marketing to PARADOX we are already seeing results.
    Amanda Fisher, Connected Accountants
    Xero Gold Partner
  • The hands-on learning approach is great. Takes your communication skills to the next level.
    Robert Moore, Active Business Consultants (now MSI Taylor)
    Xero Gold Partner
  • Blogging and social media are must-do’s in today’s world. A great way to attract new clients.
    Amanda Fisher, Connected Accountants
    Xero Gold Partner
  • "Thanks! Such detailed, tailored, marketing tech advice. PARADOX is the only place we can get this."
    Jeremy Harris, Gill McKerrow
    Xero Gold Partner
  • Learning marketing from PARADOX is like being plugged into The Matrix! We're constantly learning. All of it practical and instantly implementable.
    Ben Walker, Inspire CA
  • The Member Focus Sessions alone have been worth every cent of our PARADOX Membership subscription.
    Matt Sharwood, Complete Business Partners
  • Their strategic advice is intelligent and innovative. And technology-wise we’ve been exposed to apps and tools we never knew existed.
    Matt Sharwood, Complete Business Partners
  • It’s leading-edge advice, and different to anything else you’ll hear from other coaches and consultants.
    Matt Sharwood, Complete Business Partners
  • By far the best decision we have ever made.
    Steph Hinds, Growthwise – Xero Partner of the Year 2012
  • We now do MORE marketing in a week than we used to do per quarter,
    and with LESS effort!
    Kirsten Hawke, Astill Hawke
    Xero Gold Partner
  • PARADOX's accounting industry-specific marketing expertise is unbeatable.
    Matt Treatt, Your Accounts Department
    Xero Gold Partner
  • Compared to PARADOX, other consultants are vague. PARADOX advice is specific.
    David Cartwright, Cartwright Brown & Company
  • I’m loving The Academy. The ‘how to’ and ‘what to do’ is exactly what I needed.
    Adele Wardley, A Squared Advisors
    Xero Gold Partner
  • Before using PARADOX, we had been living in the technological dark ages, and didn't realise it!
    Sonja Haller, Wise Accountants
  • Awesome! Never have I experienced such depth of knowledge and practical
 ideas in marketing.
    Peter Nicholson, Peak Financial Services
  • We now approach marketing with confidence and enthusiasm instead of dread and confusion.
    Jennifer McAullay, Helm Accounting
    Xero Gold Partner
  • There’s always something new and it’s different from anything you’ll hear from other consultants.
    Chris Byrne, Concord TBS
  • I'm learning marketing techniques that I never new existed. Social media is now great for us.
    Michael Dietrich, MSCJ Superannuation
  • Masterclass was the most engaging and stimulating seminar that I have ever attended. Go.
    Chris Byrne, Concord TBS
  • The Masterclass taught us how to communicate our value proposition to clients and prospects.
    David Robson, Robson Partners
    Xero Gold Partner
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