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Marketing: Three brochure mistakes to avoid Add to ...

Consultant Jay Lipe in his e-newsletter highlights three common mistakes you should avoid in brochures:

Leading off with your mission statements: Readers only want to know how your company is going to solve their problems. Save your mission statement for the boardroom walls.

Showing a picture of your building: Most building shots look the same and do nothing to distinguish your company. Instead of showing the outside of your building, show the problem-solving abilities inside.

Including obsolete-able information: Avoid phrases like "we are 10 years old" (instead, say "we have been in business since 1994") and try not to say "this year we have added 37 staff members" because next year may be different.

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