Writing a brochure is like writing an extra-long print ad.  You can still create a memorable, attention-getting headline—and you take your audience on a serious tour of your product’s benefits and differentiators.  And to get yourself up to speed so you can write, you basically throw yourself in the deep end, immersing yourself for days, even weeks.

I’ve taken long brochure journeys with online gaming companies.  Semiconductors.  Education networks.  Petroleum additives.  Infectious disease tests.  Point-of-sale payment systems. Cancer-fighting equipment.  HR recruitment.  The “double volute.” And more. Every time, I was glad I spent the time, as I learned a whole lot along the way.  Proving that, once again, you have to get in over your head to fill it.