How to Create a Tell-All Direct Mail Brochure

by Dean Rieck

A direct mail brochure should not be an illustrated version of your letter. Your letter is a sales pitch, meant to be read generally in sequence from beginning to end. It should make a personal, emotional connection. And it should make a promise and ask for the order.

Your brochure, on the other hand, is factual support for the letter and meant to be scanned or read in any order. It is less personal. It should illustrate features, list benefits, provide proofs, make comparisons, and list technical details that lend credibility to what your letter claims.

As the saying goes, "The letter sells. The brochure tells." So here's some advice on creating a brochure that tells all:

Copyright © 2003 Dean Rieck. All Rights Reserved.
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