Writing The Manuscript The Importance Of Features And Benefits

The Features/Benefits basics of writing for flyers and brochures are no different from writing for general advertising described in Chapter 2. The key additions follow.

• The offer. Tell your readers how to order or to get whatever you have to provide. If there are options, explain them. Make it easy. This is not an IQ test for your customers. Make the information complete. Restate the offer, its benefits, and its price. Include toll-free phone, fax, and e-mail, if available. Give the address to write to. List a specific department for information if there is one. Include anything that will expedite a response.1

• Picture captions. Copy for picture captions must be orchestrated just as carefully as that for any other element. The illustrations are there to help get across the overall message. Like your subheads, pictures and their captions should tell your basic story all by themselves.

Continue reading here: Yellow Pages As A Mirror Of A Market

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