MYTH 4 – COMMUNICATION IS NOT ABOUT BROCHURES I only read professional service firm brochures because of my interest in professional service firm marketing.  My behaviour has NEVER been influenced by such a brochure. In my experience professional service firm brochures all: Say exactly the same thing, with limited differentiation. Make claims they cannot back […]

MYTH 4 – COMMUNICATION IS NOT ABOUT BROCHURES I only read professional service firm brochures because of my interest in professional service firm marketing.  My behaviour has NEVER been influenced by such a brochure. In my experience professional service firm brochures all: Say exactly the same thing, with limited differentiation. Make claims they cannot back up and I don’t believe. Fail to tell me what I really want to know. Indeed, I would go so far as to say that most professional service firm brochures are a waste of paper, time and money. What is more, I am confident I am not the only one in this position or with this point of view. Having read most professional service firm brochures I am left saying to myself: Anyone could say that and probably does. What makes them the ‘best’, ‘most experienced’ or ‘best qualified’? What really sets this firm apart?…