With online direct response giving good ol’ fashioned print direct mail a run for its money, you’ve got double the dealings with designers when it comes to getting your copy seen by the general public. So what is it you’ll want any designer you work with to know?
First, the general rule is that good design can’t make bad copy work, but bad design can destroy the performance of good copy. So it matters. Just know how it matters. But what else can you do to make sure you get a “good” design for any sales pieces you write? To start, you’ll at least want your designer to know the following…
- Fancy design isn’t always good design. Your first aim is readability. Your second is to make sure the copy isn’t obscured by the design. Good design makes the copy feel easy to read.
- If you throw a designed piece of copy onto a table with other pieces of finished direct mail designs… and it disappears into the pile… you’ve got a problem.
- No screened images behind text. No screened images behind text. Did I mention? Please avoid screened images behind text.
- When in doubt, cut graphics before cutting copy. Really. By the time the designer gets a piece, the copy should be airtight. Or close to it. Graphics are less important than the written message. That’s just the way it goes.
- Designers need to understand the motivations of the target market just as much as the marketers and copywriters. There’s no way to be a good designer when you’re working in a vacuum.
One last thing, but very important: Always, always, always ask that your designer reads the copy. I’m blown away by how many don’t. And it shows. Boy does it show.