RE: Product brochure

Subject: RE: Product brochure
From: "Gordon Graham" <gordon -at- gordonandgordon -dot- com>
To: "TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com>
Date: Thu, 31 Jul 2003 03:16:49 -0400

Ramya wrote:
>I need some guidelines for creating a product brochure. The product is a
digital signature solution for stock brokers. Thanks in advance.


The key is to turn "features" into "benefits." Technical writers describe
how to use a product; a brochure should describe why it's so great to use
that product. Write to persuade, not to explain. Try to create enough
interest to move a prospect to the next step in the sales cycle, however
your company defines it.

Another reminder is to turn yourself around and look at the product from the
customer's eyes, not your own company's. Try hard to answer those three
questions that are always running through a customer's mind: so what? who
cares? and what's in it for me?!

There is the list of the STC Marcom SIG at
I believe you are supposed to be a member of the STC to belong. It's not
terrifically busy but if you post a question several people will always

One good site is by Robert Bly at He has some sample high-tech
brochures there. (</ot> One I especially liked is for a book called "What
Would Jesus Eat?" </ot>) Inexperienced writers can hire him to critique a
draft and get lots of interesting suggestions for how to improve it.

And also Ivan Levison at Look at the back issues of his
newsletters for tips on writing brochures. He'll tell you to write short,
snappy, lively sentences... like he does.

Good luck!
Gordon Graham

Lights... cameras... action!
Watch for our "workshop-on-a-disc"
coming soon:
Gordon Graham, Partner
Gordon & Gordon


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