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And it must learn to market. Increase its visibility. Communicate better with customers and prospects. The capabilities brochure offers an easy, familiar answer, the path of least resistance.
If the company prints for a good design firm, the customer may agree to trade work on the brochure for printing credits. Someone who writes well agrees to provide copy. And so is born a package with hard dollar and soft costs that range from mid five to low six figures. Exactly how it is to be used is often an afterthought.
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