Your literature is your shop window and is often the first thing a potential customer sees. It is therefore critical that your literature presents your products and services in a professional manner that is in keeping with your brand identity. The look, feel and tone of the content for all collateral should reflect the brand values and echo your advertising, PR campaigns and web site and so reinforce the message to your customers. The writing, design and production of brochures, newsletters, direct mailers, leaflets etc. is very time consuming and needs not only fact but a mix of information, sales message and creative spark. All communications must be fully integrated with your whole marketing programme. New Literature When looking at new collateral, there are many areas to consider; Objectives How will the material be used Who are the intended audiences Messages and USP's Content is requirement Competitive position Ensure that new material fits with longer-term strategy and brand development M+ will manage the production to ensure: Copy is customer-focussed The material is visually unique and distinctive Graphics enhance the content Strong and catchy headlines Imagery and photography matches objectives Typography and design for maximum impact Call to action: Response is encouraged through incentive and reply devices