Don't show me a picture of a sandwich, show me a loaded plate with premium, mouth watering, slow smoked meat piled high on a bakery fresh roll with a crunchy pickle spear beside it.
Snuggled up next to that "heaven on a bun" is a generous serving of your special recipe creamy potato salad or your home style sweet and crunchy coleslaw that's guaranteed to please. And don't forget to fill up that plate with a generous serving of those oh so sweet and spicy slow cooked baked beans. Put a frosty cold glass of iced tea next to it too. Opposite that glass of iced tea there should be a serving of one of your tasty dessert selections. And don't show any of it on a cheap sectioned foam plate. Don't forget a fork and spoon on a big napkin next to the plate. Sell a meal, not a sandwich.
Don't show me a lonely rack of ribs or a chicken quarter, show me a smoker loaded with succulent ribs (being mopped would be great) and golden brown, juicy chicken quarters. The photo of the partially sliced brisket was good; it showed the whole brisket. If it had someone standing behind it with a large carving knife and serving fork to give the impression of a carving station, even better. Show me a long shot photo of a buffet table with a stack of plates at one end, with baskets laden with buns, heaping bowls of sides, and gleaming chafers at the ready.
Do you see where I'm going here? (Besides trying to get you to think like an ad copy writer) It is said that people eat with their eyes, they buy with them too. Sell the meal, sell the package, sell your capabilities. What your brochure looks like and says may be the only chance you have to make a favorable impression with a potential customer.
Maybe the graphics people who have chimed in already can offer you some thoughts of what percentage of graphics to text copy is most effective in a tri-fold brochure. Keep looking for photos, and then you can start to hone your copy writing skills.
Chris
