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.
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?
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.