Preparing corporate literature

Article Abstract:

Many professional firms such as surveyors and lawyers produce corporate literature which is not as effective as it could be. It tends to emphasise features and a few advantages, rather than the benefits of the service which the company provides. Corporate literature often uses many cliches, and tends to make broad claims about a company's reputation without any supporting evidence. Most companies are unwilling to take a copywriting approach to producing corporate literature, but this is often the most effective.

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Corporate literature strategies

Article Abstract:

There are a number of important factors to take into consideration when planning the production of a corporate brochure. The publication must not be designed or written by a committee, as it is far more efficient to allocate responsibility to an individual, who must have the authority to undertake the task effectively. It is also vital to put the reader first, seeing the brochure as a sales tool rather than a document detailing the company's history and achievements.

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H&B's grandee

Article Abstract:

Outgoing Healey & Baker Deputy Chmn Sir Brian Goswell believes that the Island Site on Moorgate, London, England, was his best deal. He expresses the view that the property development sector has become increasingly competitive and unethical.

Officials and employees, Real estate industry, Interview, Goswell, Brian, Healey & Baker

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