If you're like most companies, your brochure makes the mistake of being all about you. Naturally your customer needs to know a little about your firm, but that's not what they're looking to buy.
Think about it: You came to this web site to find out a little more about The McNaughton Group, but unless you have a particular passion for marketing studios, you mostly came to find out if working with us can improve your business. Right?
Here's one of my favorite sayings: "People don't buy 1/4-inch drills. People buy 1/4-inch holes." You don't buy a drill because you want a twisted piece of metal. You buy a drill because you want there to be a hole in something. If you try and sell someone the very best bit of twisted metal in the world, who needs it? But if you show them that they'll get the best hole in the world by way of your twisted bit of metal, now you have something that someone will buy!
Think about that for a second, and then think about what your customers are actually purchasing from you. It may be that you're not really selling what you think you're selling. It should then be obvious that you want to sell people what they really want. Your marketing materials should focus on how you're going to solve your customer's problems, improve their lives, make them filthy stinking rich by way of your product and/or service. While every other business out there is pouring it on with dreck like, "We're the best company ever!", you'll show how you can help your customers reach their own dreams.
Between the two options, who do you think is going to get the sale?
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