Tag Archives | brochures

REPEATING YOURSELF ISN’T A BAD HABIT

I’ve noticed that many companies exhibit an unusual paranoia about repetition. Once they mention something in an ad, a brochure, or on a website, they don’t think they should mention it again. I’ll often hear them react to a recommendation by saying “we promoted that already” or “we already told our customers that.” The same […]

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ARE YOU TELLING THEM WHAT THEY ALREADY KNOW?

Are you wasting precious time in ads, direct mail, and brochures telling prospects what they already know? Instead, tell them what matters. Talk about benefits, not features. Don’t say your product uses a three-handled veeblefetzer unless you can explain what that will do for them. “The three-handled veeblefetzer lets you core twice as many radishes […]

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DELETE WHAT DOESN’T MATTER

While waiting for a flight yesterday, I heard the same PA announcement several times: “Effective June 30, 2008, smoking is prohibited in the airport.” The “smoking is prohibited” part I fully understand. But what’s the bit with the “effective June 30”? That’s more than a year ago. Does the date the ban went into effect […]

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