Remember, it is not your brochure that sells your seminar, it is the benefits! The features are the little things that separate your seminar from another seminar.

• Describe your benefits and features in a positive tone - readable and comprehensible at a glance.
• Keep your copy simple and short - if it's easy to read, it will get read.
• Avoid Cliches and Buzz-words - they can be vague to some and a turn-off to others.
• Avoid $20.00 words and any word you have to look-up.
• Put your copy in plain English - busy people respond to straight talk.
• Use the present tense - active verb.
• Break up long segments of copy with headlines and sub-heads. Consider an outline format.
• Use your copy like a roadmap. Have the reader start on the cover reading through all the material and finding themselves at the registration form at the end.
• Make your benefits believable - don't promise what you can't deliver.
• Tell the whole story - don't save paper and lose attendance.
• Put a benefit in the seminar title: "How to..."
• Give the reader the ammunition to convince their boss or superior about attending your program.
• Write copy that will involve the reader. Get them to feel like they have participated in something just by reading your brochure.
• Emphasize "you will get..." instead of "we will give you..."

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