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The Copywriting Sourcebook by Andy Maslen

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Introduction

Hear that ringing sound? It’s the sales rep from your printer hammering the sales bell off its bracket. You’ve just given them the job of printing your corporate brochure. With all the colour photos, waxed end-paper, spot varnish and die cutting, corporate brochures have kept many a firm of printers in the black. But what is it about corporate brochures that makes them both hideously expensive to produce and virtually unreadable?

I suspect the culprit is our old friend hubris. In ancient Greece, hubris was the worst crime imaginable – desecrating your enemy’s corpse to inflict humiliation and boost your own image. Nowadays it’s ...

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