An experienced speaker talking to a large audience will pick out someone in the crowd and talk directly to them. This connection allows the speaker to make the talk more personal. In a similar fashion, write your brochure with an imaginary person in mind. Why? Because writing in a direct “I’m-talking-only-to-you” style will increase the likelihood of a response. Read the copy out loud to yourself, then find a trusted reader to evaluate your content and design before you print thousands of copies.
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