The good news is that marketing collateral lets you precisely control what audiences see. The bad news is that audiences know this. So what you lose in credibility must be overcome (and more) with creativity. When you write a brochure, you have the stage. All the instruments are under your command -- length, word choice, tone, structure, verbal imagery, voice, even grammar -- and a host of other factors. Nor are words alone sufficient. A great brochure writer knows when to stop writing if something is said better in pictures -- and how to create those pictures, or at least suggest the right pictures, and then put the right words around them. Brochures are also an investment in production costs that other channels don’t require -- like printing, postage or media placement. In short, brochures are a big risk with a potentially bigger payoff. They're not an opportunity you want to waste.