Marketing materials are NOT about "Look at me, look at me, look how good I am!"
They are about communicating your value and benefit to
your audience, in their language, so that they understand your offer to them.
Marketing materials are an integral element of the need to communicate to your potential
market, and existing market.
Many fail because they miss the point. Often lost in the interpretation when using an
outside production house. There is a 2 fold fault for this - the business owner doesn't explain
properly or its too complex to explain, and secondly the production house takes over and enforces
their perceived right as the better creative, and that they know better.
Neither is right, nor ideal and rarely effective. Keep it simple , keep it relevant and
understandable, and project the valued benefit to the end-user.
Remember, marketing materials are just the TOOLS, it is the CONTENT that makes them work.
The tool's effectiveness is relative to the narrative + vision of the strategy in harmony
with the marketplace expectation.