It might not be fair, but people really do judge a book by its cover.
If you have amateur-looking flyers or business cards or web banners – what message is that sending about your business?
By contrast, if your rivals have high-quality marketing pieces – what message is that sending about their business?
Don’t let your rivals beat you on graphic design. Otherwise, they’ll steal customers from you.
Don’t think of graphic design as an expense. It’s actually an investment in your future profits.