Unpopular Opinion: Marketing Has Changed—Has Your Business?

For years, I’ve heard tax professionals say things like:

"People are sharing too much online."

"You shouldn't show people how you run your business."

"Business owners need to keep everything private."

I understand where those opinions come from.

But I also think we need to acknowledge one important reality.

The business landscape has changed.

The Way People Buy Has Changed

Twenty years ago, most people hired a tax preparer because a friend, family member, or coworker made a recommendation.

Word-of-mouth was everything.

While referrals are still valuable, today's consumers have access to something previous generations didn't:

The internet.

Before someone becomes your client, they can:

• Visit your website.

• Watch your videos.

• Read your blog.

• Scroll through your Facebook page.

• Listen to your podcast.

• Read your Google reviews.

• Follow you on social media for months—or even years.

Many people make a decision long before they ever contact you.

Consumers Don't Just Buy Services

Today's consumers aren't simply buying tax preparation.

They're buying confidence.

They're buying relationships.

They're buying trust.

They're buying brands.

People want to know:

• Who are you?

• What do you believe?

• Can they trust you?

• Do you have experience?

• Will you be there after tax season?

Your content helps answer those questions before a conversation ever takes place.

There Is a Difference Between Marketing and Oversharing

Not everything belongs on the internet.

Every business should protect:

• Confidential client information

• Proprietary systems and processes

• Internal operations

• Contracts and agreements

• Strategic partnerships

• Financial information

Some things should remain behind closed doors.

However...

Showing your personality...

Sharing your entrepreneurial journey...

Talking about lessons you've learned...

Celebrating milestones...

Giving people a glimpse into how you built your business...

Those have become legitimate forms of marketing.

Even Large Companies Have Adapted

This isn't something only small businesses are doing.

Many CEOs regularly:

• Appear on podcasts

• Speak at conferences

• Share business insights on LinkedIn

• Create educational content

• Record videos

• Participate in interviews

In many organizations, members of the leadership team intentionally become the face of the brand because people connect with people—not logos.

Human connection has become part of modern marketing.

AI Is Changing Marketing Again

The pace of change isn't slowing down.

Artificial intelligence is changing how people search for information, consume content, and choose businesses.

The companies that continue to educate, connect, and provide value online will often have an advantage over businesses that refuse to adapt because:

"That's not how we've always done it."

Technology changes.

Consumer behavior changes.

Successful businesses evolve with both.

Share With Intention, Not for Attention

Perhaps the question isn't:

"Should I share my business online?"

Maybe the better question is:

"Am I sharing with intention, or am I sharing for attention?"

Those are two very different strategies.

Sharing with attention as the goal often leads to temporary engagement.

Sharing with intention builds credibility.

It builds authority.

It builds trust.

And over time, it builds a recognizable brand.

The Businesses That Adapt Will Continue to Grow

We can't control where marketing is headed.

We can't control how consumers choose who they do business with.

We can't control how technology continues to reshape entrepreneurship.

But we can control whether we're willing to learn, adapt, and continue serving people in ways that meet them where they are.

The businesses that embrace change while staying true to their values won't just survive—they'll be well-positioned to grow in the years ahead.

Final Thoughts

Marketing isn't about showing everything.

It's about showing the right things to the right people.

Protect your confidential information.

Protect your clients.

Protect your competitive advantage.

But don't be afraid to let people see the person behind the business.

Because in today's marketplace, people don't just invest in services.

They invest in people they know, like, and trust.

About the Author

Dr. Gwennetta Wright is the founder of Xpert Business Solutions, where she helps tax professionals build profitable, compliant, and sustainable businesses through coaching, training, digital resources, and IRS due diligence education. Her mission is to equip tax professionals with the education, systems, and strategies they need to maximize profits, streamline operations, and stay compliant.