11 Bodacious Brochure Blunders Consulting Firms Make

Did you know that if you put one pot of boiling water and another pot of lukewarm water into your freezer at the same time, the boiling water will freeze first?

Apparently, this phenomenon has been known since the time of Aristotle, but no one has been able to explain the physics behind it.

Actually, the U.K.’s Royal Society of Chemistry has recently put up a £1,000 prize for the first person who can explain it. No one has responded so far.

 It’s equally mind-boggling to realise that the brochure of one consulting firm can far outperform the brochure of another consulting firm, and very often there is no logical explanation, especially because in many cases, simple-looking brochures run rings around flashy, glitzy and glamorous promotional eye-candy.

While I believe brochures are not the most important marketing tools in consulting firms’ lives, it’s important to have them because they can play a major role at later stages of the buying cycle.

And although a brochure’s role is zero or negligible at the early stages of the buying cycle, it plays a major role later on.

Look at a brochure as the toilet in a house. It takes up only a tiny percentage of the houses total area, and you spend only a pretty short time there on a daily basis, but without a toilet, even the nicest house is pretty worthless.

No one wants to live in a multi-million dollar home but pee outside at the end of the yard behind the blackberry bush... in case they pee on their Blackberries. And this is what we discuss in this month's brain-fryingly exciting episode of Commando Consulting, entitled, 11 Bodacious Brochure Blunders Consulting Firms Make.

Enjoy!