Brochure, Guide, Feature and Book Writing

The trick to good brochure writing (and scripts for that matter) is being able to distil minimal lines of copy from a substantial body of information. Getting an accurate brief from the client is vital. How do they see their brand? Who are they aiming for as a market? Is it for international distribution. (What might appeal to Irish investors may be different to a local market.)

In brochure writing, the photography is the key element and words should supply creative information while inspiring the reader.

Here's an example: Leloko (Extract)

At the heart of what is known as the cradle of civilisation, a tract of water spreads over one thousand six hundred hectares. On a still morning, it mirrors a deep blue Highveld sky and a mountain range where the first threads of gold stretch to the ore-rich heart of Johannesburg, less than an hour away. With its feet in this water and its back to the Magaliesberg, lies a unique stretch of land named Leloko.

Leloko is the Sotho word for family and in its rolling syllables lie a broader meaning. It suggests a culture of community, a sound respect for nature and the land, and a sense of belonging. For those who need the city to thrive and the country for its healing qualities, it offers a dual lifestyle that's rare. The families who choose to settle here are investing in this generation and those to come. Conceived of as a 'smart' village, Leloko is technologically geared for a work-from-home scenario.

Set in an estate with generous green belts and views over the Hartebeespoort Dam, in a landscape that deserves a creative African eye, the homes will be elegant architectural solutions to community living. Stone, wood, red earth, thorn trees, light and reflective water. There is no need to go beyond the land itself for inspiration.

Feature Writing

Feature writing is my forte. I've written tens of thousands of words over 20 years from profiles to elegant homes. I am able to change my style of writing and it's this versatility that keeps work flowing in. Here are a few examples of feature writing.

For the past three years I've been writing scripts. Promos, and now studio links for Top Billing. Here's one that executive producer Patience Stevens particularly liked. It was part of a new brief where practical tips had to be included and script writers were briefed to mention brands once. This is always tricky in scripting. The SABC keeps a watchful eye on commercial plugs and these 'mentions' and visual references need to be cleared beforehand.

My clients include:

• Elle Decoration
• Visi
• Femina
• Western Cape Tourism
• Karen Roos
• IFAW
• The Lanzerac
• Knilam Packaging
• Tswelopele Corporate
• Tswelopele
• Combined Artistic Productions