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jobspot Off the brochure straits and narrow

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This brochure thing is really getting to me. The junior partner sent his PA home to ring up a bunch of our rivals.

He had to pretend to be a big property developer and ask for their brochures. You can't be too careful with that 1471 phone trick which you use to check out who has rung you - unless they are boring heavy breathers and have had their number withheld.

Whatever, the brochures turned up over the next 10 days in the PA's mail. Ten days.

Not a well-developed sense of urgency or interest in making a good impression there, I am happy to say. Or was it because some of the opposition are in the same straits over brochures that we are in?

Some were offhand collections of job information sheets. Others were spiralbound, landscape-format things with a deskjet colour front page and a clear plastic cover. One or two were extremely beautiful, A3 with lots of white space, sans serif text and plenty of missionstatement stuff about creativity.And so on.

I tried to work myself into the mindset of some of our regular knuckle-draggers, sorry, clients.

A3 seemed to be a mistake.

Those who can read have only a few bookshelves and they are unlikely to hold on to an A3 opus for long.Ditto, probably, landscape-format brochures.

And spiral binding means that after an hour or so they won't remember a thing about what's inside.So, obviously it is A4 and a spine with a name.

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