clean copywriting: the difference between a referral and a guarantee
So last night I was barbecuing shrimp. I wasn’t wearing an apron, and I sloshed raw shrimp juice all over myself. And it got me thinking about keeping things where they are supposed to be: marinade in bowl, shrimp on grill, my work in my office, my responsibility in my writing.
Oftentimes, I take on the role of project manager for my clients – pulling together graphic designers, data base creation, web designers, web techs, researchers, printers, mailing services and the like. Over the years, I’ve created some wonderful partnerships with individuals and companies in these fields, and I recommend them to my clients because I believe in their work.
But, I have to be careful. I can not in any way guarantee any work but my own. My advice to all copywriters, and service providers in general, is that you establish this fact in both your proposal and your contract. This way, if it comes up, you’re covered. If it doesn’t, you aren’t the freak that says, “I highly recommend this printer, but if they make any mistakes it isn’t my fault…” and then starts tripping over yourself, “not that they would make any mistakes, they’re great but, just in case…” OY.
Keep it clean:
1. Pick good, dependable, trustworthy partners.
2. Do not guarantee any work but your own.
3. State clear boundaries in your proposals and contracts.
4. Wear an apron…the last thing you need to deal with is raw shrimp juice – believe me, it smells.
DISCLAIMER- this is NOT a picture of anyone I know – for goodness sake, people. The apron pictures available on the web are so terrible, I decided to showcase the absolute worst that I could find. Forgive me.
The Search for the Incredible Designer
I wrote this blog for my Incredible Designer’s , Leslie Tane Design, blog as a guest blogger…but I think it’s important for all of you to read too…so here ’tis.
In my career as a copywriter, I have worked with many designers…the incredible designer, the good designer, the fine designer, and the ‘oh @#$%&, are you kidding?’ designer. I encourage you all to search for the Incredible Designer and then hold on to him/her at all costs. Treat this person like royalty – they are. And…if you are a designer – then BE the Incredible Designer. It’s who those of us that think any old font would work and have no idea what the difference between a jpeg and a gif are searching for.
Here is a list of what makes an Incredible Designer:
1. Artistic Brilliance. The Incredible Designer surprises you every time with her level of artistry, creativity and sheer brilliance.
2. Competence. The Incredible Designer knows so much. Web, print, techie stuff, marketing, printing, everything cutting-edge.
3. Patience & Kindness. When dealing with clients (hmm, hmm) that ask the same question more than 5x, have ‘just one more!’ edit and needed it done yesterday, the Incredible Designer never ruffles. And it serves him. It makes clients want to do better next time for this benevolent master of design.
4. Forethought. When discussing a new project, the Incredible Designer thinks of everything: specs, space, logistics, deadlines, national holidays, watering the plants…everything.
5. Reliability. The Incredible Designer never lets you down. When you turn your stuff over to her, you know it will come back golden.
6. Honesty. The Incredible Designer is always honest about his deadline capability. And, if he doesn’t know something he tells you he doesn’t…and then finds someone who does.
7. Integrity. Enough said.
So, why am I qualified to write this little blog entry? Because my search is over – and I swear she didn’t pay me to write this (in fact, I’ll have to talk her into posting it!) – Leslie Tane Hannus is my Incredible Designer. She is all of these things and more…
For incredible design visit www.leslietanedesign.com….and check out her blog – it’s a great example of what to do!
Filed under How To, Marketing | Tags: graphic design, graphic designers, Marketing, print design, web design | Comment (0)
