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Brochures often serve as a core element of any marketing communications strategy. Whatever the length and whether you are promoting a new product or service, or trying to spur some business activity among institutional or retail audiences, I have found success in structuring brochures like a three-act screenplay:
Act 1: Challenge — current and future market obstacles
Act 2: Solution — some useful, cost-effective, reliable tool or service
Act 3: Capabilities — your company’s resources and experience
Despair. Hope. Deliverance. Perhaps more than any other marketing tool, a brochure requires a team effort to ensure a consistent and compelling message that is aligned across your company’s distinct business units and meets compliance standards.
Personal note: When my kids were growing up and tapping me for movie money, I occasionally used a term borrowed from my compliance friends: “Here’s ten. But keep in mind, past performance is no guarantee of future results.” My kids didn’t laugh either.
PNC Wealth Management
Blue Cross Blue Shield of Massachusetts (PSA)