Copywriting or Design: Which Gets the Best Results?
We get mail! No, really, we do. Recently, I received a question that I thought worthy of tossing out to the crowd. If you’re a designer, come disagree! If you’re a writer, come defend! Toss your thoughts in the comment section and let me know what you think.
Dear James,
I’m a writer that works in the marketing department of a company – and I’m feeling bad. The designers I work with don’t appreciate words. In their view, the fewer words on an ad, the better.
I don’t necessarily disagree, knowing how little time advertisers have to capture the attention of would-be clients. However, it seems the designers believe that if something isn’t working well, and it comes down to changing the copy or the design, it’s always the copy that should be changed, reduced or sometimes nearly completely eliminated.
How can I convince my designer co-workers that succinct, simple and memorable words can be just as important as the visuals?
Thanks,
Undervalued Writer
Dear Undervalued Writer,
That’s a very good question. Here’s how I’d present your case:
Write a letter. In your letter, ask the reader to do something. For example, to send the letter to ten friends. Or call now. Or pass the letter on to a person in need. Or donate money.
Put the letter in an envelope and mail it to one thousand people.
Now take a picture. Just an image, a photo that you really think is stunning and impactful.
Put the picture in an envelope and mail it to one thousand people.
Then tally the results.
‘Nuff said. 
James
50 Responses to “Copywriting or Design: Which Gets the Best Results?”
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And because James forgot to mention it, please get the company to pay for the postage of all those letters…
I’ve never yet bought something based on a picture. While the picture may get my attention it’s the writing, the “what’s this going to do for me, how can this benefit me?” that gets me to buy.
The picture, in the majority of cases, is either incidental, or shows something that writing describes or refers to.
Melinda | WAHM Biz Builder´s last blog ..Building a House Without a Plan
Well said James. Like Mel, I have never bought anything because it looked good in a picture. Two items with similar features? Yes, the one with the best picture is going to win. Otherwise it’s words all the way.
Marc´s last blog ..My Pen Lies Bleeding in My Hand
A picture may be worth a thousand words, but only words can provide a call to action.
Michelle´s last blog ..This Just In: Tulsa Still Rocks
Hah!
(First: James you hit the nail on the head!)
Second, I can relate to both sides because I left a bright
future as a Graphic Designer to be a Copywriter.
WHY?
Because my clients weren’t getting a measurable ROI.
And yes, I was a talented and fully trained designer.
Three years of school followed by one year of full-time
design work and clients.
Rewards coming out the “whazoo” and job offers too.
But after 11 months in business it left me feeling slimy…
like I was cheating my clients even though I was a small fish
in a world of 15,000 dollar marketing projects where nobody
EVER measured results. It was DISGUSTING.
A huge SCAM and I wanted no part of it.
Design helps, no doubt. In some cases design even takes the cake
but in most cases design should compliment the core strategy… which
of course… is your sales MESSAGE.
I haven’t met a designer yet who could out-pull the response even a
mediocre copywriter could get for a client.
All I can say is you only want to work for clients (or employers) who
understand what copywriting is… You can’t be getting paid what you’re
really worth if you’re fighting with designers. No self-respecting
marketer would let that happen to their sales message or their
sales writers.
With that said, this happens in mediocre (and overfunded)
companies all the time. They have too much money and no idea
what to do with it…
So I guess throwing it out the window is always a fun way to go?
Anyway, that’s the end of my rant…
Sorry, I get all emotional when these topics pop up. I’ve been on
both sides and all things considered… design is a great profession
to be in… it’s just a shame that so few people really understand
where it stands on the “totem pole” of marketing.
Design (as it was taught to me) was supposed to be all about
conveying your clients message. Unfortunately… the average client
doesn’t have a clue what to say… and never will.
But hey, you can’t save the world… so if they’re paying you well and
you never need to write more than a paragraph and a headlien for an ad…
then maybe that’s a really cool job — sounds great to me anyway.
Who am I to say? I mean, I write massive multi-page sales letters.
Best of luck.
Courtney James
A.K.A. Obvious Writer
Courtney James´s last blog ..What To Say In Your Ads (Video)
I’m a writer. I feel your pain. The truth is that we, as humans, are programmed for pattern recognition. We get most of our information non-verbally. So the designer has a point. But it’s also true that type is a picture. And a lot of it says you have a lot to say about whatever is in the picture – if you know what I mean.
Sometimes you don’t need words to make your point. And sometimes you don’t need pictures. There is no picture I know of that can convey the message
WAR DECLARED! as effectively as those two words.
arthur Einstein´s last blog ..Streamline your operation: collect & manage data directly from your blog with FormSpring
What a cool post. Nothing like an argument between copywriters and designers to get the juices flowing (although, gotta say, posting this on ‘Men With Pens’ will probably bias the direction of the comments).
Full disclosure, I’ve done work as a freelance copywriter, and am about as skilled with Photoshop as a hyperactive monkey, so let the bias be known.
That being said, I kind of feel like the original e-mail in and of itself demonstrates the importance. When something’s not working in the ad, the designers want to change the words. That means that what’s important is the words. If the words weren’t important, you could write anything and it wouldn’t matter.
The reason design is often regarded as more important than copy is because to the outside observer it takes a lot less time to create, and we all have the initial reaction that the longer it takes to do something, the more important it must be. The truth is that good, solid copy requires a lot of thought, a lot of revision, and a lot of hard work. Still, nice design looks tougher to do.
Plus, especially with copywriting, the most effective stuff is often the shortest, punchiest writing. That can mean a couple of words overlaid on an elaborate piece of design, and yet those couple of words make the difference.
I like James’ idea for determining which is more important, but I really think that there’s no way to divorce one from the other. Where I work, the copy guides the design (if I were a designer by trade, maybe it would be the other way around, who knows). However, good copy needs to consider what the design will look like. Even not having any visual elements other than typography in an ad is a conscious design choice. Copy and design are intrinsically linked.
Don’t work against your designers, work with them. And if all else fails, the A-B test approach could work too, only I’d do it a little different than James. You write an ad, and “design” it yourself, even if it means there’s only text in the ad. Have the design team design an ad as well and write their own copy. Then measure the results.
I think you know who I think the winner is, but it would be a fun experiment to try. As a matter of fact, any designer out there want to take me up on it?
Adam Di Stefano´s last blog ..Why Branding Is More Important Now Than Ever
I think they both have equal weight. The words are important, and while one may think they’ve never bought anything off a good photo, a bad photo (or awful design, or a pink-on-orange website) can drive off good customers before they ever read the copy. It’s like asking who’s more important in a marriage — it takes two to make it work.
Amy Crook´s last blog ..It’s Coming Right for Us!
I have to agree with Adam, “Copy and design are intrinsically linked.” They have to work together as a team. If they can compromise it should be 50-50. But if not, I have to go with the words. Pictures may convey a thousand words, but are you sure the words you (marketer) want conveyed are the words they (customers) thought they read?
Devil’s advocate time.
Let’s say you work for a car company.
If you send out a thousand pictures of your newest model, there’d be a thousand people who just got exposed to your shiny new baby. And we all know how helpful exposure is in subconscious persuasion.
Now take a thousand different people and send them a postcard that says, “Buy a new shiny Kimara Genius Car Awesomeness 2006!”
Maybe I’m diminishing marketing here, but it seems to me like advertisements’ main purpose is to say “Buy THIS!” to anyone who will listen. And wouldn’t you rather get seduced into buying a big juicy car than ordered to want one?
Starting an office war over which is more important isn’t going to help win the argument.
Instead, if you work online, start testing both design and copy using something like Google Website Optimizer. Then you can all learn to do your jobs better instead of learning to put each other down better.
Damon´s last blog ..Is Google Analytics Really Under-Reporting Twitter Traffic by 500%?
Wow, great discussion. I’m a copywriter who also struggles with this. I agree with some of the above comments that a mix of both is best. While words target the conscious mind, visuals tap into the subconscious. Think of an emotional TV ad. If you closed your eyes, you would get the point but not the full impact.
Copywriters and designers need to work together to develop a message instead of competing for what each thinks is more important.
In the IM world, it’s the pictures that often will ‘close’ the sale, ie, the ebook cover, the ‘selling the dream’ house on the beach, etc.etc.etc.
Then again, it’s also the emotional punch of the headlines which can compel more interest as well.
A happy medium is obviously the best…but sometimes, reality points us in the direction we really do NOT want to accept (in my case, it’s that mile-long emotional copy sells far better than shorter, to-the-point-here’s-what-you-get copy).
Barbara Ling, Virtual Coach´s last blog ..Magnificently Brilliant Headline – What do you think?
There’s another point that’s also worth making: clients, on the whole, are better at spotting bad design than they are at spotting bad copywriting.
That said, I often work with designers — and it’s a joy to work with talented people who understand how to get a message across, and not just worry about the imagery.
Ben Locker´s last blog ..Twitter slang in dictionary. FFS, who cares?
Wow, what a bunch of great comments here! First, let me thank everyone for putting so much thought into your replies. Lovin’ it.
Now, for each of you:
@ Ben – I agree. The best clients I work with are the ones who pay attention to their image, and have the copy reflect that image. “Our look is sleek and fast.” You got it, baby. “We want a warm, friendly image – think of chocolate and coffee on a cold day.” Can do.
While I do feel that words are the clincher, both design and copy come together for a true blend of perfection.
BUT. If you had to take one away… I’d stay with words. Every time.
@ Barbara – In the IM world… well, that image of the beach house? It’s words that make it come alive.
@ The Other James – If someone closed their eyes while I read them my copy, I would hope that the story I tell them brings that mental image alive in their head so that they can see themselves right in it. No picture required for that
@ Damon – Office war? *squints* I thought it was a discussion. Huh. Oh well!
@ Rose – If I wrote something that said:
… I hope someone takes me out behind the shed, gives me a last meal and a cigarette and then shoots me. Because baby, that was sad.
(Et ça me fait plaisir te voir ici! Tu me manques!)
@ Jesse James – Yup. See my first comment to Ben.
@ Amy – I’d love to agree with you – I really would. But those long-ass sales copy pages with the uber-tacky design and really ugly graphics going on?
They still work.
Ahhh, but we are refined and distinguished around here! And considering our bistro tastes, maybe you do have a point!
(How’s that for contradictory? See? I can play both sides of the coin. And Damon thought I was starting an office war… sheesh!)
PS to Damon – I have no office. Can it be an ethernet-plug war? A notebook bash? A French revolution?
@ Adam – If there were prizes being given today (sorry, I thought Rose was in charge of that…), then you’d win it for this:
I agree. With a disclaimer: *stands on pedastel* Let it be said that every person here matters. No matter what you do.
@ Arthur – War declared? *looks around* No no… discussion! Man! What is it with people today?
@ Courtney – You’d win the prize for the longest, most heartfelt comment today. (See Rose. I was *sure* she was in charge of prizes. And where’s mine, dammit?)
And this:
I have plenty of ideas what they could do with it. Take 1/4 of it, get the job done well, and then give the rest to me as a tip. Mmhm.
@ Michelle – Your comment made me think of a black page with a red circle and the words “Press here”. Point!
@ Marc – My recent (and ongoing) trip to Eastern Canada proves your point. Hotels out the wazoo. Pictures all over. Which ones got my money? The ones that had a great list of features backed by copy that showed me the benefits.
And there were a few smoothly-written ones out there too, trust me.
@ Melinda – I’m not paying postage. Rose is.
James Chartrand – Men with Pens´s last blog ..Copywriting or Design: Which Gets the Best Results?
Interesting thought experiment there.
I notice Harry is suspiciously quiet on this topic…
Seriously though, as writers, we will certainly value words highly. It’s only natural.
But what I continually remind myself is that it isn’t the amount of words you use, it’s how you use them. What has more impact, a 3,000-word essay on Nike’s marketing philosophy and approach to sports, sports equipment, and related topics, or the phrase “Just Do It”?
However it is equally important to note that “Just Do It” without the swoosh just doesn’t do it as well…
~Graham
This leads me back to the quote which is something like “Brilliant design or amazing copy can’t save a turd of an idea.” If the idea sucks, no amount of design or copy edits is going to save it. Sometimes it about something bigger.
I’m sorry James, but I think I’d have to side with the designers.
I’m not an advertising expert, but from what I notice, ads that use less words have more impact to the customers. Use less words, but in a creative and witty way. You’re an ad expert, and I know you can do that.
But if that can’t be helped, you can always tell the designers to allow you use more words. Though if I may suggest, don’t do it very often…
Well, that’s just my opinion.
You know, there’s no one true answer here. What you really need to do is test test test. The person who wrote the letter put it well when they said simple and memorable words”.
But for me, I did not get enough from this person as to what kind of marketing/advertising they are doing.
Are we talking about Billboards, landing pages, pamphlets, magazine ad, classified, etc.?
I’m from Vegas and if there’s one thing I see, it’s Billboards everywhere. Trust me, for Billboards the last thing you want to do is add a bunch of content. When it comes to content, short and memorable works well, but that image of the young hot girl relaxing at the pool on a raft or strange magical powers coming out of the performer’s hand is the thing people will probably remember.
Do people remember words or images better (ones that spark emotion)? Probably images.
I can see both sides of the topic and I don’t mean to say content isn’t important, I think “something” should be there – but I lean more to the design side of things. But it can’t be an image with no words, that’s kind of dumb.
Case in point, think about Maxim Magazine. Do you remember the titles and content or do you remember the hot chick? That’s what the advertisers are after. And you remember that hot chick was where . . . ? Maxim Magazine.
On another note, one aspect of the guy’s letter was the fact that he agrees that images or design is important and may be the thing, instead of the content, that needs to be changed.
Like I said, testing is the way to go. The content might be perfect but the image or design sucks. He needs to find a way to convince them of this fact.
John Hoff – WP Blog Host´s last blog ..SEO Tips For WordPress Bloggers by Matt Cutts
Ah words vs. copy, an excellent debate and plenty of good thoughts here.
Now, some may think I’d come charging out in defense of design, being a designer and all. However, I’ve been on both sides of the fence. My feeling is that just an image won’t do, unless it’s powerful enough that there’s no doubt what it means. Two people can look at the same picture and come up with very different emotional reactions and interpretations of it.
What might be sexy and inviting for some, might be a rude turn off for another.
With words, the intent is clearer, no?
I also think that for any site or ad campaign to be effective you need a well thought out balance of both. John mentioned billboards. Billboards are a fine example of how both words and images have to work in tandem to catch a person’s attention in less than 6 seconds and stick.
There are times when only the words are enough, but it’s rare that only a single image with no words will suffice. So, in that respect I would have to agree with James in that if I had to choose one over the other, it would be the words.
Harry’s comment just reminded of an ad campaign that I absolutely loved. It was a bunch of posters around the gates at the Vancouver airport, and I know it was around earlier this year when I was traveling there a lot. No idea if it’s still there.
The campaign showed two images side-by-side. The images were identical, but each had a different one-word caption. So, for example, two identical images of a tribal tattoo side-by-side, one said, “traditional” the other said “trendy.” Or two images of an antique knick-knack side-by-side, one said “treasure” the other said “trash.” And so on.
I loved that ad campaign (and yet despite that, I can’t remember what it was for… I blame it on time elapsed, not on poor marketing). So what made that campaign work? Was it the copy or the design? I really don’t know.
Anyone know what I’m talking about? Anyone remember what that was for?
Adam Di Stefano´s last blog ..Why Branding Is More Important Now Than Ever
@ Harry – Well said and put perfectly.
I think also it depends on a brand’s recognition and awareness. For example, McDonald’s could put out an ad without many, if any at all, words or content.
Just those golden arches with a woman in a car smiling while her kids are happily eating a cheeseburger in the back speaks for itself. But in my opinion, some kind of words or written message should be used, too.
They need one another. Sure, each may send a message on it’s own, but only when they are used together do they reach their maximum impact. Either way, I love them both… It’s like PB&J.
Great posts, gentlemen. Cheers!
Erika Martinez´s last blog ..5 Essential Pieces to the Blog Puzzle
For a fair test the letter should contain 1000 words! After all, we all know a picture is worth…
But yeah, surely it is a combination of both? I love writing stuff, even if Im not particularly great at it, but I love adding pictures and images to my work too. Taking the time to pick a great photo is a pleasure in its own right.
BLOGERCISE´s last blog ..How Much Money Do I Really Make Online?
Solomonic James.
I’m both a designer and a writer and I think there is such a thing as design and copy balance.
poch´s last blog ..Support Hours and Updates
The copywriters and designers are both right!
I bet the designers who want to use graphics, learn best from pictures and are visual/spacial learners. The copywriters learn best from words and are verbal/linguistic learners.
If you look at the research about learning styles, particularly Howard Gardner’s Theory of Multiple Intelligences you will get the answer to this question.
Dr. Gardner has identified 8 different kinds of intelligences (though he says there are probably many more). They are: visual/spacial, verbal/linguistic (V/L), mathematical/logical (M/L), interpersonal, intrapersonal, nature, musical/rhythmic, bodily/kinesthetic. Others, including Daniel Goleman, added emotional intelligence.
The schools traditionally teach only to the verbal/linguistic and mathematical/logical intelligences. AND, this is thought to be because these two intelligences are easiest to test quantitatively and they are the predominant learning styles of the teachers (so the cycle is reinforced and repeated). Many children including visual/spacial learners struggle in schools because of the mismatch of the learning/teaching styles (V/L and M/L). It makes sense that those who struggled become assertive/defensive about the power of images and what is “best†when they get in positions of power.
Bottom line:
1. There are multiple ways to learn and present information.
2. Some people learn best from pictures, some learn best from words, some from music, some from numbers….
3. Each of us thinks our learning style is best and we don’t “get” others who learn differently.
4. We each have a combination of many of these learning styles, though we usually have one or two dominant areas.
4. If we only use one medium, we will be missing others who learn differently.
5. Solutions include multiple approaches and collaborative decisionmaking.
Hope this helps. Mary
Wow. What a lively group. I have to stay tuned in to this.
In the end, I think the ad or brochure or website is a collage of words and images – they really can’t be separated. What works best is finally judged by the audience.
arthur Einstein´s last blog ..CSS Hack: 1 Column with 3 Sidebar Modules Underneath
Someone said and then sang’ A picture paints a thousand words…’
barry rutherford´s last blog ..My dad and the Blitz of Hull
At the end of the day it is the words that give the Call to Action. I agree with James. While I would hesitate to make a site, ad, brochure or what have you without graphics – if I had to choose one over the other – I would go with the words.
Heather Villa, CMA, MBA, MSM´s last blog ..10 Tips to Boost Productivity
OUTRAGEOUS. PREPOSTEROUS. DISGRACEFUL.
If I were in charge at your place of employment, I would be actively interviewing for new designers.
Although imagery is important, the copy is worth MUCH more. Things looking “pretty” alone, will not sell.
What your customers (or potential customers) are reading will have a much larger impact on your overall business — pictures/images matter little if you can’t convey your idea.
Chris from AB Web Design, LLC´s last blog ..Question Submitted to Google’s Matt Cutts Gets a Video Response
For me it’s pretty simple: Try typing an image into a Google search…
A thrilling dialogue here. I have written lots of advertising copy and am a poet. We don’t think in words. Words are images of the non-verbal. So are images. The quest is for the best representation of things outside of language and image, both only proximate at best. Thus, the challenge isn’t either/or but more like what’s the best way to communicate so that I get an audience. Word and image tend to be symbiotic. If your words interest me, I will read on until they don’t. If your image captures me I’ll read your words for a while. If your image is arresting, I’ll supply my own words. If your words are arresting, I’ll supply my own image. The trick is to engage me and I don’t really care how you do it. So forget about which has primacy and focus on what will engage the audienece for this item at this moment.
emgil3´s last blog ..Poetry Readings, Part 2
There are some really ugly websites out there with great content. The other way around doesn’t seem to work as well.
Kenji Crosland´s last blog ..Sep 2, How to Write a Critique
Interesting post, as well as your blog. This is my first time here, and just wanted to say that i have enjoyed reading your article. Keep blogging like this.
1) What’s best? Test.
2) Your send a picture only example does not correspond to question asked. There was no mention of No copy, just minimal to get the job done.
3) Just send a pic of a celeb in an inappropriate position with a minor and words are not necessary – Michael Jackson one example.
Like the analogy.
But, how many people have bought a car from a page full of words?
This is a silly argument, because you need a sensible balance of both.
A picture on its own can be provocative, and even more so than words. When used with copy, the point is to draw the person to read the text creating an engaging experience.
If the image or text is weak you have a bad piece of marketing material.
I think that both are needed. Sometimes great ads are made only by words and most of the times books are better than films.
Both images and words have power, they can act toghether or alone and each one has a purpose. It only depends on what we want to do.
James,
Ho ho, I am nice and late to this party! Graham Strong recommended I come by and throw in my 2¢, since we were discussing this at MCE today.
My humble opinion: I’m not taking sides! But a great design (or great image), as the Men With Pens have always known, can get those essential words to be read and remembered in ways that the words alone often can not.
Quick read for an example of this: click through to She’s Tired of Waiting, below.
Regards,
Kelly
Kelly´s last blog ..She’s Tired of Waiting (for Great Billboards Like This One)
The copy vs. design debate always misses the point. As someone who does both copy and design, I’ve found that copy and design are the same thing.
By that I mean that you need both copy and design to present a message, even if the design is just the selection of typeface and indenting your paragraphs.
Design is absolutely vital to the success of any marketing message. It’s just that you get into trouble when arbitrary design works against the message instead of working with the message. That’s why I got into design some years ago … I just got fed up with designers killing the message with arbitrary design.
Copy isn’t king. Message is king. Copy and design are just two sides of the same coin. In the real world, it’s hard to find designers who care about message as much as copywriters. But don’t let that make you think that design is unimportant.
Dean Rieck at Pro Copy Tips´s last blog ..Design your copy before you write it
Ah, Dean, well-said.
Kelly´s last blog ..Inspiration Points: The Smart Ones Don’t Wait for Leftovers
Design is the smoking hot woman who attracts the eye of every man at the cocktail party. The copy is what she whispers in your ear.
A: “Get lost, creep.”
B: “Let’s go somewhere where we can be alone.”
Which is more important? Well, they both are.
Design’s job is to catch the prospect’s eye, then make him want to read the headline. The copy’s job is to connect with him on an emotional and logical level, and keep him reading until he takes the desired action (which is not always “buy now!” Relationship marketing, people!)
Without good copy, design is often wasted. Without good design, your copy may never be read. It’s got to be a package, folks.
BTW, even if the copy is short, that doesn’t mean it’s any easier to write. In fact, it’s often tougher to boil it down to a few well-chosen words.
Copywriting is the initiation of the design we can say this… without the copy or we can say the first draft you can’t design anything you need the basic outline for your product which copywriting provides.
Ravi Kuwadia´s last blog ..Successful Marketing With Micro-Blogging
I echo Dean Rieck’s comments about the two elements needing to work in harmony to get the message across. However across my websites I’ve found that written copy and static design elements do not convert nearly as well as video that integrates the same copy (delivered as a voice over) with a rapid series of powerful images (using minimal written copy in the video itself). I guess it’s just a symptom of the age we live in where people’s attention spans are shorter than MilliVanilli’s stardom and younger people prefer to watch than read.
Angelo´s last blog ..3 Tips To Find Best Collection Agencies In Wellington
@ Tom –
Ah god, is that the truth or what?
@ Dean – Interesting point you bring up, that copywriters might care more about the message than designers. Which begs the question, why would that be, you think?
@ Kelly – She’s Tired of Waiting was good. It did depend on conventional knowledge that a wedding band goes on the left fourth finger and that she was holding up a “fuck you”. Take that design and put it in China, and it might not be as effective.
Then again, “Fuck you” written in English might not be effective in China either.
But I think the point I was trying to make (lacking enough coffee to do so, it seems) was that context and conventions counts too.
@ Angelo – that may be. A good video (that starts before I can run away screaming, “No video! No video!”) can capture my interest quickly. The ‘Name of the Wind’ videos are awesome.
Wasn’t it Winston Churchill who once wrote “Please excuse the long letter, I didn’t have the time to make it short”
Melinda | WAHM Biz Builder´s last blog ..Does Your Customer Service Suck?
James,
Sure, context and conventions count. But as you say that’s true in copy as well as design/imagery—which is why one campaign splashed all over different regions/ cultures rarely works, unless it’s for a product that’s somehow achieved worldwide icon status.
Yes. Copywriting and design. As little as you can get away with, or as much as tells the entire story to the right person at the right moment.
Later,
Kelly
Kelly´s last blog ..How Passionate Are You?
I am not a professional writer like you. I start learning the techniques from the last couple of weeks. This post is really inspired me. Great work and keep going.
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