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Straight to the Point

A good brochure should render irrelevant the question "why am I reading this?"

Flabby brochure copy seems to be telling you what you already know— yet even so, it's difficult to read.

The result? Most likely, the waste basket--a death sentence for your brochure.

Here's a major principle to keep in mind. With brochure copy, when authority clashes with clarity, allow clarity to win every time.

If the subject is technical or scientific, the temptation is to hire a writer with a Ph.D. in
whatever it is. BIG MISTAKE. Instead, bring in an intelligent lay writer and explain it to
him--again and again, as many times as necessary.

Because once
a good lay writer "gets it," he or she will write about the most technically demanding subject in a way that will make it crystal clear to anyone.

My Partial Client List (click)

Client List - Bill Henderson Freelance Writer

If you like what you see here...

It's a quick dose of the way I'm thinking about the challenges and rewards of marketing communication in today's internet-driven business environment.

 

Client: Finnair
Winter Traveler Specials Brochure
Thompson Travel Marketing, Inc., NY, NY

WELCOME ABOARD FINNAIR!

Finnair really knows Finland...

And Finnair knows how to fly you there in style and comfort.

We've been dedicated to elegant air travel for almost 60 years. That's over a half century of luxury treatment: a tradition of Finnish delights, including incomparable cuisine, smart contemporary interior design, and our very own specialty--matchless individual attention to your needs.

 

The moment you board your Finnair wide-bodied jetliner, you'll notice immediately that the entire crew speak your language--in every sense. They've been trained to look after you with the kind of personalized service that makes you feel like a special guest.

WINTER CITY ADVENTURES

But that's not all we have to offer...

This winter Finnair is pleased to announce our Winter City Adventures—an innovative tour concept designed to let you experience two fascinating cities of your choice, plus a luxurious Baltic Sea cruise, if you wish--all within one week.

We've prepared three-day visits to five cities: Moscow, Leningrad, Stockholm, Rovaniemi (Lapland), and Helsinki. Simply choose the two cities you're interested in (details on each city itinerary are given in the following pages) and find the appropriate 7-day tour on page 11. Meals and complete accomodations are included, and excellent sightseeing tours have been planned in insure you a diverse and fascinating experience of the cities you choose. Outdoor sports, nightlife, authentic saunas, and many other exciting extras are offered, so read on...and bon voyage!

FOR THE INDIVIDUAL TRAVELER

Our tradition at Finnair is personalized service...

And we mean it. If you find that the dates and itineraries of the planned tours won't fit your schedule, simply select the two cities of your choice and the week that works for you--and leave the rest to us. The diagram on this page shows the possible array of city combinations you can make.

Whether you select one of our tours or build your own from the available "modules," you'll enjoy seven glorious days in two of Europe's finest winter cities...and Finnair's exceptional service to insure you a wonderful winter holiday.

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