A fancy catalog gives the impression of income, that the business is already established and doing well. So, for those companies that are doing well, it may be a great idea to invest in some stationery, business cards, pamphlets and catalogs (check out zooprinting.com for wholesale catalog printing for an idea of what I am talking about). This is sure to enhance your business image and also add another feeling of professionalis in what you do.
Keep literature/write ups short and sweet. Use positive and action words instead of flowery ones. Either stick to classy and professional... or go really over the top crazy (because middle ground will just confuse prospective clients). Use colors in muted tones. And of course, hire professionals.