Get off auto-pilot
Explain what you mean
Professional services firms churn out the same over-used words and well-worn, regulation-issue phrases:
- passionate
- significant
- one of the leading
- our vision
- client-focused
- integrated teams
- partner-led
- going forward
- high quality
- state of the art
- taken on board
- client awareness
Your readers are so used to reading these phrases that the words no longer pack any punch. They simply slide past and the reader turns the page.
No copywriter should use these words. Unpack these phrases. Explain what you mean.
A problem I solve
Technical briefings
‘Information that keeps clients up to date about their market’
Except it doesn't. It's pretty easy for clients to keep up to date, they just Google.
What they don't know is what may be the impact of any changes. What should they do? How important to their business is this change in the rules?
And you rarely tell them.
You send out hundreds, if not thousands, of emails in the hope of pulling in some work. But all that happens is that you annoy your clients and prospects.
To read a technical briefing that gives clients what they want, contact me.