What is a brochure? An ad? A radio commercial? A website? You get 5 points if you said they’re all marketing communications channels. But they’re also something more.

You can’t be everywhere, and that includes everywhere your prospective customers are. So you develop materials such as ads and brochures to stand in for you. In essence, they’re actually salespeople for your organization, conveying messages when you can’t be there to do it.

That’s why it’s so important that you pay attention to the messages they send, and to the impressions they convey. If they’re boring, you’re going to look boring. If they’re silly, you’re going to look silly. If they’re goofy – bet you can guess the answer to that one.

It never ceases to amaze me how many companies will struggle to build a strong reputation and a clear differentiation, and then run and ad or create a brochure that destroys that reputation. Don’t give in to silly or goofy ideas. Keep your materials consistent with the image and voice of your business, and your silent salespeople will work even harder for you.