How I Work
I work best as a team with an art director or graphic designer—they can either be someone you bring to the table or I can suggest some talented folks. Some clients assume that first the writer writes, then the designer designs. But you'll get a much better end product if you put these two creative forces together from the start of the creative process.
What's the process?
We creative types live for the sharp intake of breath that accompanies a great idea. But there's a lot of time that goes into that little breath. Here are the five steps to idea generation:
- Define the problem. Philosopher John Dewey said, "A problem well-stated is half-solved." What are we trying to say and why? Who are we saying it to? What can we say that competitors can't?
- Gather information. We can't build a great idea out of thin air; we need a springboard. So we ask a lot of questions, look through all your materials, tour your plant, talk to your customers. We're digging for the nugget.
- Come up with ideas—a lot of them. We brainstorm. The writer may have an idea for a visual, the designer a headline. It all goes in the pile. We think we have a great idea, then the next day recognize that it's crap. We brainstorm some more.
- Forget about it for a while. We let it stew on the brain's back burner and let the subconscious mind solve the problem. Albert Einstein said his best ideas came to him when shaving.
- The "Eureka!" idea comes. Our breath catches. We slap our foreheads—"of course!" We grab a napkin or a bank receipt or whatever is handy, and write it down. We thank the creative gods for the great idea. And pray the client recognizes its brilliance.
Once we've brainstormed creative ideas, typically we'll present 2-3 concepts to you. Each shows a creative direction, visual approach, potential headlines and sample copy. This presentation is usually done in person, though, if need be, we can email documents and hold a phone conference.
When you have approved a concept, then I begin writing while the designer fine-tunes the layout and coordinates any photography or illustration. I'll email you my first copy draft for review, then incorporate any revisions you have. Depending how involved your changes are, you may choose to see the second draft in hard-copy format or in the layout. We'll continue to fine-tune the copy and/or the design until you are satisfied. Then I will proof everything, you'll sign off on it and it'll go to production. Voila!
Will I edit client-written copy?
Some clients contact me after they have written a rough draft and realize it needs a little life whipped into it. They've written product copy when what they need is marketing copy. I'm happy to start with a client's rough draft and edit it to "add punch" and be more benefit-oriented.
How long will it take?
The length of time it takes to get from first meeting to finished piece will vary by the type of project, its complexity, and how quickly all parties can turn things around. We can develop a production timeline to ensure the project stays on track and is completed on time.
What will I charge?
Typically I charge an hourly rate based on an approved estimate. If you prefer, I can charge a project rate. Depending on the length of the project, I invoice upon completion or bill monthly for time accrued.