I can tell you from experience as a good designer and damn good writer, I've done some lovely pieces that were absolutely worthless. Why? Wrong audience, wrong message, wrong pitch, wrong product, wrong image, wrong medium .. you get the point. If it's a print consumer, why are you investing $ in the website, trying to change that? Why are you producing pieces that get old? Why are you sending this stuff to the same people who've not bought from you the last 5 times you sent this??!! Gee whiz I could rant forever on the newsletter alone. 

WHY. Why is my most asked question, along with "and? and? what else?" Too often businesses either fall into ruts - new year, new brochure - do things out of habit; and/or they are very chicken/egg with their efforts, never asking these kind of questions, working backwards. Why is that audience better? Why is that offer the right one for them? Why should they care? Why a FB campaign? Why is this tactic better for your biz, why will it make a difference? And FWIW, 'we want to sell stuff' really shouldn't be your only 'why.'