Tips for Creating Powerful "Tell All" Brochures

by Dean Rieck

A 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, 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 to lend credibility to what your letter claims.

As the saying goes, "The letter sells. The brochure tells."

Copyright © 1999 Dean Rieck. All Rights Reserved.
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