A key to successful promotional material is to produce it with the customer in mind. They will be the ones who will need to be convinced that your products are what they are looking for.
I recommend to our firm's clients that when they are developing their promotional material, they involve a number of current customers as well as potential customers in the process. Ask for their comments on issues such as the appeal of the material, the lay-out of the information, the wording of the text, the images used, the pricing, and any other information that could be relevant. I have found that people are more than willing to give their comments and opinions when asked, and the end result will be promotional material that is far more effective and better suited to your customers' needs.
All too often, promotional material is developed in the bowels of a business, with the first customer contact being when 10,000 copies have been printed. The way a business perceives itself and its products is often completely different from the way a customer perceives the same business. By trying to look professional, is your business giving the impression that it is expensive? Do the images used send the wrong message?
Where possible, involve other people in the process of designing any promotional material so as to increase its customer-friendliness. Your business will benefit from material that is far more effective, and your customers will subconsciously find your business more appealing and customer-oriented. This principle applies to all promotional material produced, including brochures, television and radio commercials, printed advertisements and websites.