Write your copy from the customers point of view, not yours. It's not what the business wants to say, it's what the customer wants to know.

Once the copy is completed work on making it shorter and more descriptive. Mark Twain was supposed to have said, "I'd have written you a shorter letter but I didn't have the time." Paint descriptive word pictures wherever possible. A picture is retained in the mind much longer than mere words. Did you ever tell someone a story beginning with the words, "Picture yourself..." We do that because it's powerful.

If you or your designer have created a visual look to your advertising, by all means, continue it in your brochure. The "family resemblance" will be more comfortable to the reader.