SHORT FORM PRINT: B2C MARKETING CONTENT
Governed by the finite parameters of page count, trim size and design specifics, the objective with short form brochures, catalog and direct mail vehicles is to tell a comprehensive story in as few words as possible, yet infuse the writing with crisp descriptive, pertinent information and sparing adjectives. Good short form print writing is an art.
Excerpt:“The Cruise - Experience the hidden coves and "outer side" of Santa Catalina Island. Normally accessible only to private boat owners, the jutting cliffs, stunning foliage, and sheltered bays of Catalina can be seen first hand on the 42-mile "Around the Island" Cruise. Departing Monday thru Saturday on our large, spacious triple-deck passenger vessel, this unique cruise is available June 7 through September 12 only: so purchase your tickets at your earliest convenience and enjoy this wonderful tour.”
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Excerpt:“The Ideal Small Daysailer - Even to the beginner, the Holder 14 exhibits a rare combination of simplicity and function. This is a boat for daytime cruising, first-time learning, and one-design training -- a getaway boat for solo sailing, friends, or family.
Feature for feature, the Holder 14 is designed to provide maximum comfort and stability, allowing the control of a larger boat and the "feel" of a well bred dinghy. Her stability comes from a wide, flat hull shape and hard chine.”
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Excerpt:“Ladies and gentlemen, teens and tots, watch closely… ever so closely, as the curtain opens and reveals the magical secrets… of the Laguna Beach Sawdust Festival! Arts and crafts, entertainment and music, tasty foods and drinks combine to create an enchanting outdoor environment in the cool breeze of the Pacific Ocean under the shade of canyon Eucalyptus trees. Here, in a lyrical atmosphere of minstrels, mimes, musicians, and magicians, over 250 artists and craftsmen create and display the magic of their arts.”
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Excerpt:“The crisp sound of an artist’s pencil on paper begins an evolution. A process that goes from one step to another — and still another — until a finished result is achieved which has a look and feel all its own. After a length of time that seems detached from the rest of the world, the Work that began as a brief scribble or sketch is finally complete. To the artist, it is by now an old friend. But to the onlooker, the Artwork is a surprise.”
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Excerpt:“In a forested setting, distant miles from city and industry craftsmen build unique furniture in a special way. Step by step, with care and pride, chairs, tables, and loveseats are hewn of western red cedarwood, from the mountains of Washington state.
This beautiful outdoor furniture, ideal for patio, deck, and yard, is available in separate sizes for both children and adults. It can be ordered by telephone and shipped to your door.”
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Excerpt:“Its gentle contours and natural wood colors are complemented with the aromatic scent so characteristic of western red cedar. Authentic quality, in every way.
With age, cedar which is exposed to the elements weathers to an attractive silver-grey. It is durable and decay resistant. The original color can be preserved with the application of wood water seals such as “Thompsons,” which are widely available. Red cedar also accepts stain and paint very well.”
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