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I just bought a washer. Do you know how I came about the decision to buy that particular brand? Well, after doing my research about prices and specs, I also considered one important factor: what people say about that particular unit and brand. For starters, the unit that I bought has been the most saleable. Add to this the fact that the company that produces them has been named as one of the best for this year. How did I know this? Their brochure proclaimed this confidently.

In this borderless world, where thousands to millions compete for almost everything from resources to jobs to customers, it is important that you get noticed, heard to succeed in your field. As the saying goes, if you have it, flaunt it!

If you are an acknowledged leader or expert in your profession, tell everyone about it. In the same manner that when your company adjudged as the best business or if you have the best product, put a claim to it. People go for winners! Awards, citations, excellence tell something about you or your product. If the company that produced the washer I bought did not advertise their being number 1 in sales through their brochures then I would not have known it at all.

The point is that the product or service became well-known because they showcased themselves. They shared stories, their awards or their citations. You know about their work because they showed it off!

You must be careful however, that your statement does not border on bragging. Showing off and promoting are two different things. The difference is how you say it. Here are a few things you might want to consider in printing your brochures:

1. Telling stories ' There will always be the child in us who loves stories. Personal stories of how your products have made a difference will make a difference in your sales. Print them in your brochures or in your website. Remember that stories should be able to capture the interest of the reader. Make it as interesting as possible.

2. Testimonials ' One of the secrets to effective brochure printing is to tell stories about your clients. Books and movies have used this strategy a lot. 'Two thumbs up!' 'Unputdownabble!' Kept me awake all night!' Do these quotes sound familiar? Yep, they are always printed on every book or every movie ad. You can use the same technique in your brochures to boost your credibility. Remember, you did not say these things but your clients did!

3. Building a portfolio ' Ramp models are not the only ones who should build their portfolios, you can also do that for your product of your company. Collect photos, examples, and other evidence of your accomplishments and display them on your brochures or web site, in a marketing kit, or with a PowerPoint presentation.

The idea is to let people know who you are. Pick any one of these ideas to pursue and make a plan to showcase what you can do. Just remember that the difference in bragging and promoting is in the saying.