Dennis Howlett, rightly, has a go at some marketing spiel on Accountgweb on this theme.
There's one way to sell as an accountant
You have to realise you don't sell accountancy or tax - you sell alleviation from fear
Your job is to reduce stress - that's it
When you realise people are shit scared of numbers, and tax, you are on their wavelength, talk their language and give them what they want - which means answering their questions directly, straightforwardly, positively, quickly and in a fashion that ensures they feel they can cope
The rest is just technical crap for us in the profession
I've sold a lot of accountancy and tax services over more than 25 years to a lot of people. That's my accumulated learning
The problem is in the delivery: most people can't do it