A key to successful promotional material is produce it with the customer in mind. They will be the ones who will need to be convinced that your products are what they are looking for.
Something that I recommend to our firms clients is that when they are developing their promotional material they should involve a number of current customers and a number of possible customers in the process. Ask for their comments on issues such as the appeal of the material, the layout of the information, the text used, the pictures, the pricing and any other information that could be relevant. I have found that people will be more than willing to give their comments and opinions in this situation and the end result will be promotional material that is far more effective and better suited for the customers needs.
All too often, promotional material is developed in the bowels of a business, with the first customer contact being when 10,000 copies have been printed. The way a business perceives itself and its products is often completely different to the way a customer perceives the same business.
By trying to look professional is your business giving the impression that it is expensive? Do the images used send the wrong message?
Where possible bring other people in on the design process of any promotional material to increase the customer friendly aspect. Your business will benefit from material that is far more effective and your customers will subconsciously find your business more appealing and customer orientated.
This principal applies to all promotional material produced including brochures, television commercials, radio commercials, printed advertisements and web sites.