Crafting the killer product brochure

Our company is on the cusp of releasing its first products — making it very easy for homeowners and commercial property owners to save energy — so it’s time to write the one-page product brochures.  I’ve been thinking hard about what makes an effective product brochure.  [And to avoid doing the actual writing, I'm sharing my thoughts instead.]

Potential customers looking at the first line your product brochure will mentally be asking: Am I interested? And you literally have less than one second in which to convince them to read the next line or else lose them.  Here are the simple steps to writing a killer product brochure: