As I prepare for an in-person new client meeting this morning, I’m reminded of an old college admissions officer’s saying: “The thicker the folder, the thicker the applicant.”
It’s always tempting to bombard a prospective client (or employer, or college, or girlfriend/boyfriend, etc., etc.) with a mega-compilation of just how wonderful and accomplished you are. But if you’ve ever sat in the recipient’s chair — as a stack of unprioritized samples lands with a thud — you’ll know why that tactic doesn’t work. [Read more…]