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Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, 2nd Edition by Lee Frederiksen, John E. Doerr, Mike Schultz

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8

Three Elements of Well-Crafted Brand Messaging

My aim is to put down on paper what I see and what I feel in the best and simplest way.

—Ernest Hemingway

We are a unique, dynamic, flexible firm that efficiently and effectively meets your needs. We have helped many Fortune 500 and emerging companies in your industry increase their revenue, employee satisfaction, cost structure, cash flow, profitability, and, most important, shareholder value.

Work with us, and you'll be amazed at our intense client service levels and unyielding dedication to client satisfaction. Indeed, we don't just offer services; we offer solutions, real solutions, becoming a trusted advisor to our clients, helping them make the most difficult and important business decisions.

We've all read descriptions like this, or something close to it, describing professional services firms of all types. Although the firms that offer these services may indeed be fabulous and these messages may actually be true, marketing copy like this comes across at best as cliché.

Exaggeration, you say? A quick Google search yielded the following website copy about a professional services firm:

From small business to large corporations [company name] has the people, tools, and experience to meet your organization's needs.

Since 1998 [company name] has provided [service type] for business. By forming long-term relationships with our clients, we provide them with time-efficient, cost-effective solutions that provide results. [Company ...

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