The Independent Consultant's Brochure and Letter Handbook

Rating:
Summary: Extremely Disappointing. Save Your Money...
Review: 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-