when writers and graphic designers work WELL together…
…it can be magical. Good collaboration manifests in many different ways, but the best outcome is that the writing and the design support each other beautifully. Words can be rendered useless, invisible and even ugly with bad fonts and unseemly placement and the most stunning design can be dismissed in an instant if there is no content to hold the viewer’s brain.
The copywriter/designer connection is so important because as projects develop, there is always a need for adjustment. As the design unfolds, a space may appear that is perfect for a one-liner…as the writing builds, a one-liner may surface that needs to be featured on the page…and so on and so forth. If the designer and the copywriter work in isolation it doesn’t benefit the project and can cost the client more money because it may take much longer to get it ‘just right’.
I enjoy working with designers in the following ways:
1. I create the concept for the content/copy/text and then take it to the designer. I describe my vision for the words, the tone and what words need to be called out, etc. The designer builds the graphics around the content and my vision. Then, we communicate and adjust both the writing and the design as we work…and especially after we see them together for the first time. Here is an example of a project that was created in this way:
Design by Georgia Schmidt
2. The designer creates the concept, tells me the vision, tone, etc…and I virtually fill in the spaces created for content. Again, we both adjust as we go along and once we see the two pieces joined together.
Design by Leslie Tane Design
3. And, my favorite: working with a designer from start to finish. You brainstorm as two united minds and come up with a concept for design and content that are joined, fused, totally in-tune – like this:
Design by Leslie Tane Design (and, fyi, this sheep was not dyed in real life, that is pure digital magic. Come on now, dying that sheep would have been mean!)
Filed under How To | Tags: ads, brochures, copywriter, copywriting, copywriting and graphic design, graphic design, graphic designer, Julie Roads, sell sheets, Writing Roads | Comment (0)like your marketing collateral, part 1 (where we discuss what you need)
Enthusiasm, confidence and positive energy are contagious. That self-assured, happy person is who I want to be around – and it’s certainly who I want to work with. I can’t speak for you, but I don’t like working with depressed people who don’t really like what they do.
If you don’t like your marketing collateral, or even worse, if you are embarrassed by it, your sheepishness, your lack of aplomb and your general un-excitement will shine through and reflect on your business. When you tentatively hand over your business card or make excuses that your brochure is being redone or have to explain that soon your website will match the rest of your brand – it’s not so good. Potential clients may perceive your hesitation as a lack of interest in their product or service; they may perceive it as unprofessional.
But, before we can even begin talking about creating marketing collateral that you like, I think it is important to name which marketing pieces you should have. Here are the essentials according to moi:
1. Business Card. Make it double-sided. This card is important real estate – list services, benefits, testimonials, etc. on the back. Until there is a way for us to simply touch cell phones and have contact info instantly transferred, this is your contact vehicle.
2. Website. Websites are for people today what brochures were to people in the 90’s and earlier – only better. A web presence gives you a global presence, it gives the everyone total convenience and accessibility. Also, from the most basic to the supa-dupah, websites offer update-able (yes, I’m making up spelling) information, the opportunity for interaction, immediate communication and the wow factor.
3. Blog. If you didn’t know I was going to say that, then shame on you. Blogs are the ultimate marketing tool. You can have an ongoing conversation with your target market, find out just what your target market wants and add an infinite amount of information, value and integrity to your website, brand, reputation. Blog posts are everlasting advertisements for your business. And with keywords and search engines, they deliver qualified traffic (ie. people who are looking for you exactly) to your door blog.
4. Brochure. Not a bad idea. Some people do like to have something they can hold in their hands…and they don’t even seem to worry about the strain on the environment. Did I say that? Whoo, am I opinionated today.
Of course, this list is very basic. Depending on the organization, product, service or industry, this list could lengthen or shorten at will to include info or press packets, premiums, sell sheets, e-commerce stores, (highly targeted) direct mail and on and on.
UP NEXT: like your marketing collateral, part 2 (where we discuss how and what you’ve gotta do)…
Filed under Marketing, The Business | Tags: blog, brochure, copywriter, copywriting, direct mail, Juile Roads, Marketing, marketing collateral, marketing plan, sell sheets, website, Writing Roads | Comments (2)
