Common Brief mistakes

Format Correct technique Bold masthead Yes, bold it

Line under masthead Yes, put a line under

Motivation Sentence Use 2nd person pronoun—Only

Subhead spacing 2 spaces above & 1 below

Flush left bullets Don’t indent bullet. Indent text from bullet

Tables Correct technique Title missing Got to have one

Title size too small not bolded 18-pt type Bold

Prepositions used No prepositions in table

Text flush left & indented Indent slightly. All text flush left from indent.

Space above and below text in cells Add space

Writing Correct technique

Too complex writing 1 preposition and/or conjunction per sentence

Empty, stilted phrases Don’t use “Per your request;” “In order to”

Word variety Don’t repeat words within sentence or paragraph

Paragraph structure One idea per paragraph

Product/Service Brief Correct technique

Demographics missing Sex, age, income, occupation, education, place of residence, race, national origin. Need 3

Psychographics listed not demographics Don’t report: Opinions, recreation, skills, activities

Motivation to Purchase missing Need 2

Demographics and/or Motivation to Purchase not bulleted Use bullets

Less than four market competitors Got to have 4

Less than three analytic factors Got to have 3

Dale Carnegie Brief Correct technique What to write about Explain both techniques work

What else to write about Give 2 real-world examples for each technique; total = 4