Selecting the right kind of imagery for your promotional literature is just as important as choosing the right words. This was brought home to me when I visited a client recently who was very keen not to have the same kinds of pictures as her competitors, so that her publicity stuck out from the crowd. Her choice searched more into describing how her company would help her customers, not blagging on about her profession and the features they had on offer. These pictures’ poignancy sparked off a series of unconscience thought that stimulated her customers’ reaction and encouraged them to realise they needed her services. Very clever, especially as this concept had already proven its success!