I was approached by Szermann to create some sales copy for a new sales brochure. This document was to be handed out at trade shows and exhibitions, so it had to be outcome-focused. However, the audience was largely comprised of lay people, so I had to keep the technical stuff to a minimum.
The brief was a complex one. But that’s never an issue for me. I had to deliver a corporate voice with ‘touches’ of personality here and there. There had to be a genuine human connection between the brand and its audiences, so the copy had to have a conversational flavour here and there.
At the time of writing this, the project was still underway, so I’ve attached the original document. As you can see, this project allowed me to tell a story. And that’s my favourite type of copywriting.
