Posts from the ‘Print Copywriting’ category

Print allows you to control the sequence, set the context, and control who gets access to the material. It demands close attention to the reader’s needs and interests, and it tasks you to create pacing. Long stretches of text should alternate with short headlines, insets, and blurbs. Sentences should vary in length and rhythm. You also have to account for skimmers—people who don’t read every line in order, but flip back and forth among captions, graphics, headlines, and subheads, and occasionally dip in to read sections that catch their eye.

Applied Materials Corporate Brochure

The audience for this book was prospective customers—inventors of never-before-seen technologies who were ready to take their inventions to market. It gave a C-suite view of…

Schwab Benchmark Brochure

This was essentially a fancy white paper, based on data about employee participation in retirement plans, and aimed at the employers. The idea was to give…

Schwab Back on Track Brochure

This is one of the few projects I’ve worked on in finance, and it was heavily backed up with data. I found that any time I…

Schwab Impact Invitation

Larsen Design and I developed a brand theme for Schwab’s love fest for their independent financial advisors. The theme was “Be Bold.” I extended that idea…

CoHo Proposal

After all the hi-tech corporate stuff, this simple proposal for a friend who wanted to open a new restaurant on the Stanford campus was a lark.…