When I am having conversations with my clients about the contents of a proposed book or brochure, they often want to have extensive discussion of the content. You know, all about our firm, our philosophy, how we're different, or better, or less crappy, blah blah blah. I usually try to short-circuit the conversation as follows:
Me: It doesn't matter what's in the brochure.
Client: Why not?
Me: Because no one is going to read it.
The value of the brochure is in the materials, the photography, the size, the entire package that adds up to one subliminal message: we are playas. Now comes marketing guru Seth Godin, author of Purple Cow: Transform Your Business by Being Remarkable, with a similar message.
Two Comments:
(1) Re: "Because no one is going to read it." Then how come I get multiple questions about the articles in our newsletters.
(2) Re: "The value of the brochure is in the materials,..." I just got two clients because another firm distibuted a very expensive set of materials. Both clients told me they were convinced the other firm was too slick and would be too expensive!
Posted by: David Goldfarb | March 25, 2006 at 11:12 PM
David,
1. What I wrote was about brochures, not newsletters. I agree that there is no point in sending newsletters that do not have substance and content.
2. I once knew a financial advisor whose client fired him because he (the advisor) had bought an expensive car. But for every client who tells you the materials are "too slick" there will be a hundred who will think you are great, simply because your image is great. Also, do you really want cheapo clients who are looking for a cheapo attorney with cheapo materials?
Posted by: Mark Merenda | March 26, 2006 at 08:26 PM