This Marketing Strategy Will Set You Apart From Other Companies

Just a quick story. There was this man called Kofi Agyei who lived in Baltimore, but eventually moved to Bethesda, where he started his own accounting company.

Now, Bethesda already had several accounting firms. Most of them were doing what was expected—crunching numbers, throwing around jargon, and keeping everything strictly technical.

But Kofi decided to go in a completely different direction.

He asked himself,
..what if we made accounting simple?

What if every business we worked with could clearly understand what we were saying—no much technical term, no confusion?

That was his first strategy: clarity over complexity.

He still used cutting-edge tech and had a skilled team, but his real focus was on human connection.

He made it a priority to hire people who genuinely cared—people who could make customers feel heard, valued, and at home.

And that’s how the company was built. A business that wasn’t just great with numbers, but great with people.

They didn’t stop there.

Kofi and his team got involved in the community.

I’m talking about supporting local events, giving to charity, showing up for food drives—being present.

They made themselves part of the fabric of Bethesda.

And because of that, people felt like they knew them.

They trusted them.

And that trust made it easy to do business with them.

That’s how they became the top accounting firm in the area.

Not because they had better calculators, but because they had better connection.

Here’s what Kofi understood—and what most people miss:

We’re always focused on the job.

On the skill.

On the product.

But we don’t spend enough time on communication.

On building trust.

On making sure that even while we’re doing the job, we’re also keeping company with the people.

Kofi’s team didn’t just talk numbers—they talked life.

They didn’t just work to make money off their clients—they helped their clients make money.

And that’s how they made theirs.

He embraced the principle: help first, and the rewards will follow.

That’s the law of sowing and reaping.

If you don’t sow—if you don’t serve—you don’t reap.

But when you go into business with the heart to help your clients grow, you’ll grow too.

And that willingness to help

That’s what made clients talk greatly about them ..word spread

People started saying, “Work with Kofi’s firm, they actually care.”

And soon, the company became a trusted name, not just a service provider.

Another key part of his strategy was this: he studied what others were doing—and then deliberately did what they weren’t.

He went through company reviews, looked for what people were complaining about—poor communication, lack of clarity, impersonal service.

And then he solved those problems.

He also took note of what customers appreciated in other firms—and made sure to amplify those things in his own company.

The result?

A business that wasn’t a copy of the rest, but a category of its own.

Here’s a real take away.

When entering any market, don’t just follow the crowd.

Sit down.

Think.

Ask yourself:

• What’s everyone else doing?

• What aren’t they doing?

• What do customers hate?

• What do they love?

Then build your approach around those answers.

Don’t try to be like everyone else—be different.

Be human.

Be helpful.

Be visible.

Because here’s the truth:

“Visibility is a currency for success” Mr. Obeng Darko

You want to be the first name people think of in your space.

If they think about marketing, it should be your company.

If they think about groceries, it should be your store.

If they think about accounting, it should be your firm.

And that’s what Kofi knew.

That’s why he flourished.

Not just because he was good—but because he was different in the right way.