Talking to clients, one by one

CMO magazine has a great article on why professional service companies shouldn't produce corporate brochures.

Our clients have a wide variety of complex problems that we help them to solve, or as CMO magazine puts it...

"It's not a refrigerator. ...with professional services. Ten clients who need tax help, for example, probably all need different types of help. The needs of professional-service clients vary too widely for generic marketing. So a critical guerrilla marketing principle applies: One size fits none."

I absolutely agree with this approach - especially within tech consulting. The key is not to talk, but to listen. I can then deliver a personal response that addresses their unique problems.