A brochure is helpful, but a well-designed, handsomely-illustrated, gracefully-written, 24- to 64-page book provides some big payoffs—to the firm, to core service areas, and to individuals.
The firm
- A book provides overall support to one of the firm's main missions—acquiring new clients and strengthening relationships with existing clients.
- A book conveys seriousness of purpose—and puts a descriptive and attractive face on the organization's mission and directions.
- A book allows for a fuller description of services and achievements—and strengthens overall positioning activities.
- A book differentiates a firm from competitors—and indicates a thoughtful approach to marketing and other professional activities.
Service Areas
- A book effectively describes a firm's most valuable asset—it's intellectual capital and it's specific capabilities.
- A book allows room for case histories and other stories that demonstrate capabilities—rather than simply announcing them.
- A book provides strong support to single purpose brochures—and "frees them up" to focus more fully on a specific service.
- A book describes group achievements—and promotes the development of high-performance teams.
Individuals
- A book provides an "up close" look at the firm's people—and offers a fuller description of their individual qualities, characteristics, and special abilities.
- A book helps focus individuals (and groups) on their narratives—on the stories that add coherence and meaning to their professional lives and daily activities.
- A book provides a record of achievements—and frames capabilities in pleasing and accessible ways.
- A book fosters a sense of trust between provider and client—and helps lay the foundation for an ongoing, productive relationship.
The list could go on. An illustrated book gives the firm a visual and tactile dimension. Evocative photos and other images communicate an efficient, effective organization—operating within an attractive environment.
Moreover, a book can be published electronically—and can greatly complement a Web site. An e-book can be easily revised and updated. It can be downloaded and made freely available.
A cost-free initial consultation will get us started. If you're interested in some preliminary "book chat"—or if you'd just like to get acquainted—drop me a note (otteson@aol.com). I'll respond promptly.
Orlo J. Otteson
651-278-4824
otteson@aol.com
