Ernest Hemingway said, “The most essential gift for a good writer is a built-in, shock-proof shit detector.” I agree. All great advertising begins with being honest — to yourself, to your clients, to your customers.
 
 

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Brochures
 

I have written hundreds of brochures for hundreds of companies in dozens of market segments. No kidding. Because unlike most copywriters, I’d venture to say, I love the long form. It's kind of a “loneliness of the long distance writer” thing for me. I’ve even written, and thoroughly enjoyed writing, some annual reports. Yikes. Which isn’t to say that I suddenly turn off my creative switch, eat sawdust and then cough up the dry, antiseptic copy you typically find in collateral pieces. On the contrary, as you’ll see from my cover headlines and inside page headlines, I strive to give every brochure a high impact, advertising feel. Anyway, as I said, I’ve written far too many brochures to include more than a handful here. These just happen to be — no surprise, huh? — some of my favorites.


 
Domistyle - Manufacturer of High-end Home Decor Products
 
 
Croes Oliva Group - Health Care Operations Consultants
 
 
© Dan Brown Creative Services, Inc., 2012