Because the goal of a marketing brochure is typically to assist in sales or distribution of products and services, the wording in the brochure is often very positive, with "glowing terms" to describe the features and benefits being offered. It is unlikely for a marketing brochure to list major complaints customers have stated about the products, in an effort to avoid any negative aspects about those products or services. The focus is typically on persuasion, to encourage people to want to obtain the items being described in the brochure.