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I’ve always thought it belittling to call brochures collateral, as if they were just these things off to the side, not really part of the main thrust of an advertising campaign. I think brochures are cool. In a world that aspires to be paperless, brochures are tangible and dimensional. They’re also fundamentally interactive. Unlike an ad, they have the space to let loose the full force of every one of your unique benefits. Unlike a website, they control the way your message rolls out.
I take a different approach to writing a brochure. Unlike many brochure writers, I like to give every spread or stand-alone panel a concept. So, rather than being confronted by a monotonous flow of informational copy, the reader gets actively pulled from page to page by brochure copy that attracts, intrigues, persuades, then intrigues further. My feeling is, information is useless unless somebody reads it. And, informing is only half the job anyway – like an ad, the real purpose of a brochure is to persuade.
First up will be PDFs, then a section of much slower-loading JPGs.
a B2B brochure for distributed green energy generation targeting utilities and
Sherwood Scuba magazine insert: a single consumer piece uniting three distinct brands of scuba and travel gear.
ISMA brochure: for an international organization of corporate security executives.
Advitium Access brochure: for one part of a process automation software solution.
Advitium Connect brochure: for another part of a process automation software solution.
First Northern Credit Union home equity loan mailer: the much-retained execution of a whimsical campaign concept.
PineappleHut brochure: making real estate consumer-friendly again.
Catalog cover: setting the mood
ProAction bike helmet catalog cover.
Hot Spring Spa brochure: cover and first inside flap.
Hot Spring Spa brochure: inside full three-panel spread showing all three products individually, back cover.
High-end resort rack brochure
Whitetail Club tri-fold rack brochure: cover and first inside flap.
Whitetail Club tri-fold rack brochure: inside full three-panel spread, back panel
Sales training guides
HP OfficeJet Pro Series sales training guide: cover, product summary page, and sample inside spread.
HP OfficeJet T Series sales training guide: cover and first inside spread.
HP OfficeJet T Series sales training guide: product information summary
HP OfficeJet T Series sales training guide: software and technology spread, supplies page with product descriptions.
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More career advice: whats it like being an advertising copywriter?
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Napoleons advice to entrepreneurs, Part II: the entrepreneurial character
Napoleons advice to entrepreneurs, Part III: growing the enterprise
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The economy (and what to do about it)
When you should consider hiring a freelance copywriter
Advertising copywriting mentorship
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Phone and fax: (619) 465-6100
John Kuraoka, freelance advertising copywriter
6877 Barker Way
San Diego, California
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