4 secrets of DM creative team success

In a recent Target Marketing webinar, Robert Lerose and William Fridrich discussed how clients can work successfully with DM copywriters and designers.

Target posted four of these ideas on their Web site:

1. The most precious thing you can give a copywriter is time. Hiring a copywriter at the last minute and then expecting him to turn around brilliant, well-conceived copy shortly thereafter is unreasonable, says Lerose. Plus, many of the quality copywriters will be booked! So make sure you hire early and set a reasonable deadline so the work comes in on time and in great shape.

2. The aim of design is clarity and involvement, not fancy-pants visuals. It’s very easy to go overboard with design, especially with the new tools available to designers. But restraint is necessary when the chief motivator is to get the copy read and keep readers involved until they respond, Fridrich asserts.

3. Make your key people available for interviews. This is an overlooked crucial step in helping a copywriter not only understand the company and product he’s writing about, but also in coming up with the right kind of copy, explains Lerose. Often, visiting the site where the product is made and talking to the people involved, such as a magazine and its editorial staff, will eventually produce copy that is accurate, inspired and effective.

4. All changes and corrections should be collected and communicated to the designer 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 to make changes, says Fridrich. This results in a more efficient process and ultimately is a mutually satisfactory result.

I’d be happy if clients would just provide adequate time and forward changes in one document. They both have to do with time, and unfortunately many marketers simply don’t understand the time that can go into delivering good work.

What else would you like clients to do to make working with them easier?

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One Response to “4 secrets of DM creative team success”

  1. Copy-Hub on August 8th, 2009 3:50 pm

    I appreciated the 4 simple steps that were outlined. Numbers 1 and 3 seem to be especially critical when attempting to achieve quality copy.

    Plan ahead and inform your writers on your company and your needs.

    Thanks for putting this list out!

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