The Copywriter’s Guide to Collaborating with Creatives ↘
There’s a reason I’m a writer. I never excelled at art in school, and had a hard time bringing anything to life with my hands. I much preferred learning grammar lessons from Microsoft Word’s built-in friend, Clippy, and right-clicking my way to the thesaurus tool to find fancier ways of saying whatever I needed to say.
Fast-forward a few years, and I’ve found myself in the role of Digital Marketing Coordinator at none other than yours truly, Big Vision. I write copy and work with artists every day to give our written collateral a matching face (or vice versa) while our development team works behind the scenes to provide a functioning body. Together, we make marketing move in a dynamic way true to each partner’s brand. And the point of that marketing material is to encourage the consumer to take an action — whether it means clicking a link, buying a product, signing up for a newsletter, or getting off at the next exit to snag your favorite pancakes.
So, how did I go from artistically challenged to creating copy for visual content? Becoming a marketer. As a marketer, I wanted my words to pack a punch … and I realized that creative assets made that punch even stronger.
The Marriage Between Copy and Creative
When a line of copy and piece of art love each other very much, marketing content is born. Those little miracles are what we’re happy to produce at Big Vision. Whether it’s building a brand or spicing up social media, our creative and content contributors are equally important in making things happen. Written and creative assets complement and support one another to increase the value and impact of the final product.
“When people hear information, they’re likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.”(Source: Brain Rules by John Medina)
Copywriters, this statistic is exactly why creatives are the best pals you’ll have in the workplace. They’ll use their Adobe Creative Suite magic tricks and whatever else they’ve got up their sleeves to make sure the information you’ve provided is digested properly by the target audience. The color scheme, font, layout, and more are what speak to the subconscious of your target audience and set the tone for the message you’re sending.
The Value in Well-Rounded Content
Think about your favorite billboard. Maybe it’s my personal favorite — the Chick-Fil-A cows riding a rollercoaster parallel to I4 — or one of many Orlando theme parks promising a day full of magic. There’s always a familiar and easily recognizable brand element so that in the second it crosses your eye line, it finds its way into your brain.
Think about the Chick-Fil-A cows example: The copy “EAT MOR CHIKIN” alone wouldn’t make sense without the hand-painted (hoof-painted?) letters, or the presence of those silly little cows. Those brand distinguishers, complements of graphic designers and other creatives, support the copy by providing a clear context.
When it comes to digital content, the inclusion of images in blog, web pages, and more helps to drive search engine optimization. Not only do images have the ability to draw viewers and break up content, but they also increase your likelihood of ranking well in keyword searches.
Eye-catching visuals are the heart and soul of social media, especially when it comes to advertising and brand presence.
Top Tips for Being the Best Partner-in-Content
- Let them do their jobs
While critiquing artwork might feel natural to anyone with eyes, there’s a reason graphic designers are the professionals we turn to. Something that may seem like a great idea or simple solution to the untrained eye could have a technical complexity that prevents it from being the best fit. That’s what creatives are there for — to create visuals that not only look nice, but work effectively.
- Let them do your job, too
Some of the best ideas are born when a creative and copywriter bounce their ideas back and forth. Creatives oftentimes have a unique perspective for the work at hand and may be able to offer valuable concepts to build from. My favorite inspiration comes from graphic design gal pal, Korri, who helps me build off of even the silliest of ideas until it snowballs into genuinely clever copy.
- Time your work effectively
Even when working on the same project, it doesn’t always make sense for a partnering creative and copywriter to work simultaneously. Be practical when planning projects — keep in mind that it’s tough for a creative to get too far making a brochure without finalized copy.
I would use the word ‘synergy’ here, but I would immediately be exiled from the office by my fellow BVers. So instead I’ll leave you with this: As in all things, only by partnering can we can go further. Whether it’s building a flashy new mobile app or challenging another team in ping pong, it’s important to learn how to work together to create better solutions.
Got Something We Can Collaborate On Together?
We believe in partnerships, not just projects. We’re always looking for people who are experts in their industry and want to collaborate with people who are experts in building a brand.
Because at the end of the day, you need more than a killer website or eye-catching logo—though it definitely helps. You need everything to come together cohesively to tell one fluid story. Your brand’s story.
Don’t know what that is? We can help with that too. Whatever your brand solutions needs are, we’re eager to listen.
Let’s be better together. Contact Big Vision today.