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ere's one scenario. An ad has been written that only addresses your main message, because in most situations that's all there is room for in a single ad space. Its headline supports the key visual in a creative and interesting manner. Together, when presented to the target audience, they make for a compelling beginning.
Now's time for a brochure or postcard to reinforce the ad. If it is a postcard, and we can control our creative impulse to change something, the copy and imagery are done. They only need to be converted into a postcard format. If the extra panel allows room for an additional bit of useful information, great. In order of importance, make it the next most attractive aspect of your product or service. Or, devote it to providing a helpful tool. An index of your Web site that includes specific URL addresses and one-line descriptions of the content to be found on those pages can be very useful.
If there is more to say than a postcard will hold comfortably, that same ad copy and imagery now becomes the beginning for your brochure. With the original writer to build on established style and direction in the bigger piece, a more detailed look at your product or service can be provided. Most importantly, this makes sure that the message is expanded upon without interrupting consistency.
In short, effective brochure writing involves creating a growing version of the initial ad. Whenever the ad copy can be retained to start a bigger story, credibility will be furthered. It is like meeting a salesman for the second time whose basic selling points have not waivered by a single degree. Such a follow-up presentation always rings impressive and true.
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