Designing an Effective Business Brochure

Sy Syms, the discount retailer who owned scores of clothing stores in the northeastern United States, and who had many hundreds of thousands of customers, had a saying which everyone who sells for a living should know: An educated consumer is our best customer. What did Sy Syms mean by that? Did he mean that he wanted only those customers who had studied at Harvard and had gotten a Fulbright scholarship to Cambridge? That’s not what he meant at all. He meant that the more your customer relies on you…