Why Great Writing Matters to Professional Services Firms

A professional services firm's articles, proposals, presentations, studies, brochures, and books are the physical embodiments of its expertise. In effect, for professional services firms, their words are their products, and it's critical for them to exhibit great writing. However, these firms often don't pay enough attention to the writing process, producing materials whose messages are unclear, jargon–filled or simply not compelling. Many of these firms eventually discover that substandard writing can be fatal to sales and marketing efforts because it gives clients and prospects the impression that the firm’s ideas are equally low in quality.

In this article, Alterra Group's Bernie Thiel and Sam Brown team up with The Bloom Group's Bob Buday to discuss why bad writing happens, what constitutes good writing, and how superior prose helps distinguish firms from their competitors. The authors also present five steps that professional services firms can take to ensure that their writing is of the highest quality and can attract and convert prospects to clients. Click here to read the full document.