Thursday, August 23, 2007

Magic Bus

Rory Maclean’s book reads very well.

Each chapter has a well-rounded beginning and ending. One paragraph segues into another flawlessly. The chapter headings have a theme that’s just strong enough to add a bit of interest without overpowering the main text. And the metaphor is meticulously maintained from cover to cover.

The subject matter is highly fascinating in itself - “On the hippy trail from Istanbul to India”. It’s also well researched and perfectly presented. A bit of human interest here in the form of anecdote and quotation, a touch of humour there, a word portrait now and again. The emotional flourishes are added at precise intervals, with the lightest of touches.

Not once does the writing interfere with the reading – copywriting at its finest. The Magic Bus is the world’s best brochure.

No comments:

Blog Archive