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Here's one scenario.
by Andy Attiliis
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.
Andy Attiliis has served as art director for three advertising agencies. Since becoming an independent professional in 1981, he has been hired by nearly every type of business organization. With focused concentration on improving the continuity of a message’s concept and quality, he has often performed multiple creative functions on a single project. His additional experience as a creative director, designer, illustrator and writer have made him an extremely efficient single source art director/creative provider. The kinds of communications for which he has provided art direction range from ads to newsletters, brandings to Web sites.
Copyright 2001 Andy Attiliis. All rights reserved.