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Earlier, I made reference to opening the brochure with the method of opening lines leading into a story, when in fact all brochures should tell a story. Treat the making of a brochure like writing a short story. It needs a beginning, middle and an end. The brochure needs to proceed logically and smoothly from one sales point to the next. A good copywriter has an arsenal of "connection phrases" to jump from one subject to the next, while keeping the text brief. Do you have your arsenal ready? "For Example", "Most importantly", "For Instance", "By Comparison", "On the other hand", "What's more", "Even better", "Even Worse" and "In other words" are all great examples of connection phrases. These phrases are only one way to keep the flow going. Read, re-read and read again. Look for awkward sentences that disrupt the flow of your advertising story. Keep it smooooooooth...

Benefits & Details are important.

You've seen them, you've read them, but did you buy them? Two of the top copy mistakes I see in brochures are the problem some copywriters have of introducing and defining product benefits.

First, when you describe your product, show how the product will benefit the reader; don't simply list the features. All products have features. Chances are there are several products, if not 100's or 1000's of them that have the same features. If you were given the choice between an amusement park with a "picnic area" or one with a "clean, relaxing, wooded area for dining", which would you want?

When reading a brochure, or any other advertising for that matter, we need as much information as possible. When you have the availability of facts make use of them. Why say you have a "Great Roller Coaster", when you can say "5000 feet of the fastest track in the world". If you know the facts, use them to your benefit.

Personal, Positive and Alive!

When writing your copy direct your text at the reader. Keep it on a personal level in the first and sometimes second person. "Do you", "have you", or "will you" all make reference to you! That's right "you" and those close to you are the people you worry about. Direct your information like a gun barrel aimed at the reader. Make sure there is no mistake that it is they of whom you speak. Your goal is to keep your copy in such conversational text that the reader is actually answering questions aloud. Yes, That's Me!

The simple things are the most often missed. When proofing your copy make sure that you walk away with a positive feeling about the brochure and the product. If something strikes you negatively, even a little, fix it! If you see it in that light, imagine what the average reader will pick up from it!

Storytelling is a powerful aspect of the brochure. If offers you the chance to bring your product alive. You can do more than simply hit them with a few lines of attention grabbing words and phrases. Writing copy for a brochure gives you the chance to be personal and create images of thought. You don't have the quick and limited barriers of other advertising, such as the 5-line ad or the 30-second commercial. You have time to bring your reader into your world and back again. On the other hand, the length can be a foe for those who can't grasp the theory of the brochure.

"Wild Bill"