For nearly a quarter century I made the weekday commute from my leafy suburb to Manhattan. First a 45-minute ride on the railroad, followed by a lengthy subway ride. As a remote worker, let me tell you that daily grind is not one of the things I miss about my old office.
As anyone who has ever done an overlong apprenticeship as a commuter knows, each train and subway car is overrun with billboard advertising – whether it is for medical or dental practices, banks and financial institutions or even the state lottery.
Since I began my involvement with the accounting profession more than 16 years ago, I always paid special attention to the advertisements trumpeting both the regional and global CPA firms – from those on the cusp of cracking the Top 100 to the behemoths of the Big Four.
As an advertising and marketing reporter in a former life, old habits die hard as with any ad I pay close attention to the copy.
And do you know what word the copywriters almost never use in those ads for those firms?
Let me repeat that for emphasis.