For brochures, we employ a different copywriting style from the story-writing techniques we use for other publications, as these two examples confirm. Here the marketing messages are delivered in classic attention-grabbing statements, with no personalised narrative to hold the reader.

Both of these stylish brochures were produced by Aberdeen-based Hampton Associates with research, copywriting and sub-editing delivered by John Malcolm of JDM Marketing Ltd.

The first example is a publication produced by Scottish Enterprise to promote the “Aberdeen City and Shire” brand. This brochure was designed to attract further energy companies into the region through promoting Aberdeen's global influence, research capabilities and high-quality lifestyle.

The second is a light-hearted, although serious, promotion of the Corporate Finance capabilities of Aberdeen-based accountancy firm Ritson Smith (now merged with Johnston Carmichael). Marketing is especially challenging in professional services like accountancy, where many competitors have identical service offerings delivered to equally high standards.

With Hampton Associates, we delivered a long-running, highly successful marketing campaign for Ritson Smith, stressing the accessibility and friendliness of the practice with the challenging strapline – “So you think all accountants are dull and boring?”.