Seth Godin offers some harsh advice in a post he calls "What to write"
I prefer to think of it as "When NOT to Write!"
I once had someone ask me to write a brochure for him. I asked him why he needs a brochure. Well, he said, he has an organization and he needs a brochure.
But what are you going to do with this brochure? Raise funds? Attract members? Keep current members informed?....
He thought for a few moments, thanked me for saving him money, got up and left!
I like to consider that job a success.