Fractional CFOs waste time on technical metrics like cash conversion cycles instead of what clients actually want: profits, cash flow, and selling the business. Shift your messaging to their goals and fears, not accounting rules. Check if other CFOs engage more than your ideal clients do, that's a sign to change course.
Every day I'm seeing more and more fractional CFOs make this mistake. What is it? They're talking about the wrong things in their social media posts and on their videos. Here's what I mean. A lot of us, we want to talk about things that we're comfortable with and familiar with. We talk about things like cash conversion cycles, quick ratios, IRS regulations. Those things are all really important. But the truth is our clients, they don't care about those things. They care about their goals. They care about increasing their profits, increasing their cash flows, leaving a legacy, being able to hire more people, being able to sell their business. Those are the things they want you talking about and they want to understand how you can help them do those things. They don't want to hear the nitty gritty technical details of how we do it. Are you talking about the wrong things? Look at your engagement. Who's liking them? Who's commenting on your post? If you're seeing more engagement from other fractional CFOs and accountants than you are from your ideal clients, you might want to go back and rethink your messaging and the types of things that you're talking about. You need to make sure that your posts are talking about five things your clients goals, dreams, aspirations, fears and uncertainties and less on the quick ratio or the current ratio.
