THE LOWDOWN: A housing client had developed some new software to help them manage and track customer complaints. It worked well and they wanted to offer it to others in the housing sector. I was asked to create copy for a B2B brochure. For this type of product, I really wanted to tease out the benefits to the user. If it can save a business money, build customer loyalty or improve service delivery then the reader needed to know. By getting to grips with all the features and interviewing the person who'd developed it, I came up with copy that really sold an otherwise uninteresting product. Some sample spreads below.