From Dr. Len’s published archive. This article reflects the context and perspective at the time of its original publication.
Dr. Len Schwartz- Your Literature Should Have the Right Copy
I thought I’d post this after seeing it in the archives.
Hello, my name is Dr. Len Schwartz, and today I’d want to discuss how crucial it is to have accurate copy and information on all of your brochures, publications, reports, handouts, etc.
Making sure that everything you give to a prospective or current client, patient, or customer expresses or communicates the information about you, your practice, your business, your products, your services, etc. exactly the same way each time is one of the best ways to steer the entire process.
Make sure that any copy you create accurately positions you, your company, and your goods and services so that the reader sees you as superior to or unique from the competition.
It’s tough to tell one professional from another because so many provide generic information in their marketing and brochures.
Because of this, most people believe that most doctors, most attorneys, etc. are similar.
How else would they be aware?
Consider carefully what you want to say on that literature so you can direct the process and ensure that nothing is left to chance when someone distributes your brochure.
– Dr. Len
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