You only have one chance to make a first impression.
At a glance the prospect should be able to surmise that your company is state-of-the-art, solid and savvy. This is largely accomplished with strong photos, dynamic graphic design and bold headlines which tell the story whether or not the prospect actually reads the more detailed body copy.
First and foremost, brochures and other collateral materials will be “investment” quality — impressive without appearing overly “slick”. The brochure must tout “value added” services and reference your company’s innovations and ability to solve complex challenges.