Encourage Team Creative Thinking (ETCT)
When concepting and designing an integrated marketing campaign, it’s important to ensure your copy and design are consistent across every element of your campaign. And when your creative team consists of several individuals that may or may not be familiar with working together, getting the best work from them is essential to make sure every dollar you invest works harder and goes further.
Copywriters, designers and clients can work together more successfully. Here, from a past issue of Inside Direct Mail, is a synopsis of advice:
The most valuable thing you can give a copywriter is time. Hiring a copywriter at the last minute and then expecting him or her to turn around brilliant, well-conceived copy shortly thereafter is unreasonable. (Plus, many of the quality copywriters will be booked!) Make sure you hire early and set a reasonable deadline so the work comes in on time and on target.
Have your key people available for interviews. This is an often overlooked but crucial step in helping a copywriter not only understand the company and product s/he’s writing about, but also in coming up with the right kind of copy.
Make sure the copywriter and designer communicate with one another. Copy and design must work in harmony in order to effectively convey your marketing message. Likewise your creative team must work together to efficiently develop each element of your campaign.
Avoid overly elaborate visuals. The goal of design is clarity and involvement. It’s easy to go overboard with design, but restraint is necessary when the chief motivator is to get the copy read and to keep readers involved until they respond.
All changes and corrections should be collected and communicated at one time. Depending on how many people have a say in the look and design of a particular mailer, it’s essential to first come to a consensus about the necessary revisions before asking the designer—or the copywriter—to make changes. This results in a more efficient process and ultimately a more satisfactory result.
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