You can't afford to look like everyone else.

When the economy's tight and everyone's looking for more business, you've got to make sure that you're seen as being different than your competitors. 

If your marketing makes you appear just like every other _______ (fill in the blank) then you've got way too much competition for too little business. The only reason to buy from you is if you're the cheapest. Remember though - any fool can offer a lower price; especially one that will soon be going out of business. 

Make sure your website and brochures show what makes you distinctive. Explain how you're different and why they should care. How they benefit from that. You're unique - use that to your advantage. If you can show images that make you appear to be the best choice USE THEM, perception is everything.

If you're using copy that a competitor could use just by changing the name of the company or product, change it. It's meaningless. Same with your photos.