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The Copywriting Sourcebook by Andy Maslen

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Introduction

Brochure, leaflet, flyer, cut sheet, sales piece: whatever you call it, I’m talking about the sheet of paper (or, increasingly, the PDF) that gives your prospective customer the information they need to buy what you’re selling. ‘I thought that was the sales letter!’ someone yells from the back. ‘Or the ad!’ calls another. It can be. Though these often focus more on the benefits rather than the features. The definitions can get a bit hazy. If you have a 32-page saddle-stitched (stapled) sales letter complete with illustrations and an order form, who’s to say that’s not a brochure?

Different industries have different terms for the ...

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