Average Reviews:
(More customer reviews)After having read two of Holz' other books, I was really looking forward to receiving the "...Brochure and Letter Handbook" -- particularly since our firm is currently revising its brochure. Unfortunately, the book spends most of its time describing the various types of brochures and their uses instead of how to actually write one. Important questions such as what sections should be included in the brochure? and what words and graphics are most powerful? have been glossed over. Instead, Holtz spends too much time describing the brochures he has included as examples. Whats wrong with this? Well, the examples are circa 1980s and even then they would have been considered relatively low quality. Suggestions to print or photocopy your narrative on blank pre-printed brochures is a sure way to announce to potential clients that "I am a low-quality, work-from-my-kitchen consultant." What about other components of your marketing kit? I haven't found any mention of such valuable additions. Consider Holtz's recommendation that, if you have a number of specialties, you should have several different brochures. Really? Maybe he should explain this to the world's largest consultancies. Instead, they typically use general brochures featuring folder pockets die-cut on the inner front and rear covers. This way they can continue to use their general brochure and then include a cover letter, additional material describing their specialities, articles their firms have written, a copy of their newsletter(s), press releases, client testimonials, and/or a host of other information. Holtz's examples of model letters are also horrible. The language, in particular, is noteable for its use of 1950s and 1960s style formality. Consulting is a business based upon relationships. Your letters, therefore, should be reflective of the relationships you've established (or wish to establish) with your clients. They should be warm, personable, and sincere. I'm so disappointed in this book that I'm thinking of reviewing my other Holz books with a more critical eye. If they don't measure up to my original evaluation, I'll discard them to make room for more valuable resources. Overall grade: D+/C-
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America's bestselling consulting author shows you how to create letters and brochures that get results!In The Independent Consultant's Brochure and Letter Handbook, nationally recognized business and consulting authority Herman Holtz gives you expert advice on how to produce letters and brochures that demand attention and get results. Packed with samples that cover virtually every business situation, this unique handbook shows you how to turn your everyday correspondence into effective marketing tools for you and your consulting business. What's more, it will save you countless hours of struggling to write from scratch and leave you free to do more important work.With the help of the samples in this invaluable reference guide, you'll be able to: * Plan, set goals, and devise strategies for all of your general business correspondence, including marketing, sales, and promotional letters * Create your own library of letters that can be easily adapted to different situations * Write and design different types of brochures--includes tips on when and how to use them * Use press releases and newsletters to keep regular clients and attract new onesPlus, special appendices offer practical advice on copywriting, graphics, proposals, headlines, mailing list brokers, on-line services, and government electronic bulletin board services.
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