For whatever strange reason, most of my layout jobs don’t involve direct contact with the copywriter. I end up working just with the client and if there are any issues with the copy, the client talks to the copywriter, not me.
Some clients prefer that method because they’re concerned that if they’re not always the go-between, the copywriter and designer may make a change and forget to tell the client and, ultimately, it’s the client holding the bag when it comes to success or failure of the promotion. Fair enough.
But despite not having the one-on-one contact with the copywriter, I strongly encourage my clients to bounce last minute ideas or changes off the copywriter even if his or her work is complete and they’re, in the mind of the client, out of the picture.
Let me give you two examples.
1. I was working on the layout of a newspaper ad. It had a bold, one word headline at the top. The client suggested to me that we include a photo at the top of the ad that illustrated that one word. I found a great photo, but because the photo included the same word that was in the headline, I felt that having both right next to each other was redundant.
So I asked the client to bounce the options off the copywriter. The options were to have both the photo and the text headline together, not use the photo at all, or use the photo and remove the text headline.
But great copywriters don’t throw in words or do things without reason. For all I knew, that one word has tested favorably in other marketing projects. Including a photo next to the headline might decrease response.
If a marketing piece bombs, it’s often the copywriter who gets the blame even if the client (or designer) was the one making last-minute changes.
So since we’d be tampering with the copywriter’s vision of the ad with the possible inclusion of a photo, and even though the client felt the copywriter’s job was done, I felt strongly that the writer should be brought in to give his opinion, especially if he felt it might affect response.
2. Similar situation, but this time with envelope copy. A client needed an envelope for a sales letter. The client never talked to the copywriter about envelope copy, but was contacting me about putting together a basic design.
Again, I suggested the client talk with the copywriter about the effects of copy on the mailing envelope vs. no copy. Because if the envelope isn’t doing its job in getting the recipient to open it, the sales letter won’t get read and then we’re back to the copywriter getting the blame for a failed promotion.
I had my own opinion on whether or not envelope copy was necessary in this particular case, but my respect for the copywriter meant that I wanted her to be brought in for her advice based on her experience with other promotions she had done.
And you know what? She wasn’t asked for her opinion. I don’t know why. I did give the client the pros and cons of envelope copy and based on that, and despite my suggestion he talk with his writer, he made the decision without her.
So there are probably two lessons to take from this. First, respect the copywriter and suggest the client talk with him or her if changes are being made that seem to take things in a direction that they writer wasn’t planning. Second, familiarize yourself with the marketing process beyond just the design. Because at some point, you’re probably going to be giving advice on matters that are not just design-related and you’ll want to be speaking from a position of confidence and authority.
