I hear it all the time: “I just need a brochure that explains what we do better,” or “If we could just create a piece that gets people to see how we’re different,” or "Hey, let's mail our brochure to prospects and then they'll be more likely to meet with us." While I’m not (necessarily) against brochures or corporate collateral, the vast majority of them (like 95+%) are not only bad – they kill profits.
