“Brochures are a necessary evil. But they can be good, too. Here are some guidelines on how to produce (or avoid producing) the Brochure of Doom.”
Don’ts:
“Gather an exhaustive list of the product’s most exciting features.”
“Use some seriously flowery language.”
“Include as much information as possible.”
Do’s:
“Explain what your product/service means to your customers.”
“Be brief and to the point.”
“Include relevant, attractive graphics.”
For more detail, see The Plain Text Gazette, Issue 4, September 2002,
http://www.plain-text.co.uk/gaz4.htm#brochure
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