It’s that time again. Brochure writing.
I think in the arsenal of marketing materials, brochure writing has to be one of the most complex. In my experience it usually takes a small army of people to produce decent copy. It’s almost always a lengthy and controversial process, largely due to its potential shelf life (no-one wants to bin a brochure after much less than a couple of years) and the sheer scale of people who will have an opinion on the matter. Think sales people, directors, end users... the list goes on. And it’s for this reason that I have long since appreciated even the tiniest hint at ways to smooth this deadliest of challenges.
