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This example from practice at all does not warn against manufacturing of brochures. Those are good, if them correctly to use, instead of is indifferent to dispatch by mail. They are very useful, when the potential client requests the information on you and your firm or you hand over them upon termination of a fact-finding meeting, applying on the offer. At discussion of advertising of this kind it is necessary to pay attention to factors of its efficiency. After all the best and successful advertising actions never propagandise the company making a product, manufacture process, quality of a product or service. Instead all of them speak to the buyer about those advantages which can be taken, having used a product or service: to get infinite riches, putting up money in actions and pension funds; using a certain tooth-paste, it is more pleasant to kiss; in certain clothes it is possible to become more sexual; from driving of the fast car – to take pleasure, etc. In the same way and to you it is necessary to speak not about the abilities, and about those advantages which will be received by the client: business expansion, increase in incomes, decrease in expenses, reduction of taxes, the best control over quality and fuller satisfaction of requirements of the buyer. (In most cases consulting experience draws clients if promises money.)In what there was an error of M. It It did not manage to define perception of the client. All experts know that people and-or the organisations, their inviting, get of advantage if use their knowledge and experience. Even if at the client very well, it can improve affairs, having invited the expert for an estimation of the activity. Such expert can offer other and new methods of job in addition to what the client already uses. Good advisers offers the fresh approach which is appreciated worth its weight in gold. Experts know about it precisely. But it does not concern perception the client of world around!
Let's assume, quantity of your potential clients as a whole on the country 100.000. Probably that only 2000 (2 %) from them really feel necessity for your knowledge. Of 98 % at all do not know the others about it – or because it their problems, or because of ignorance about additional benefit which can be taken are unknown, having invited the people similar to you. So, at present there are 2000 potential clients. In half a year others 2000 realise requirement for your services, but during their any certain period never will be more than 2 %. Therefore would be the uttermost recklessness to buy, for example, the huge advertising area in "Uol Strit Dzhornel" («Wall Street Journal») for the fabulous price to capture all circulation – 2.600.000 copies. That is why the advertising area, and also useless post dispatch are not effective for advisers. It can be compared to a technique of the psychiatrist which moves in new area and rents the list of post addresses of all, who lives in the given territory to send letters of the following maintenance: «We know that you the neurotic. Here our address and phone. Why to you not to call and not to make an an appointment?» It is silly? Not more silly that many advisers do.
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