Here goes: Be flexible and vulnerable enough to openly listen to your graphics designer.
I worked as a graphics designer for six years (interned, freelanced, and full time) before I now become a one-man marketing team of a promising tech startup.
Over these years, I worked with countless clients, most coming to me with distinct demands for their print ad copies. And I am proud to say that these people often got exactly what they were looking for. Needless to say, I got better with time.
Throughout my career as a graphics designer, I realized a noticeable pattern exhibited by several of these people (my clients). Most will come to me running on a program coded by the marketing departments of their companies — do this, not this or that because the books say so and so.
My clients in school running their little startups and needing print copies (as I worked freelance in college), will also come operating on the uneditable scripts written by their marketing mentors on YouTube. “I want this copy to be of this exact wording! These are the elements of every great copy and printing without it will be akin to wasting my money,” they would say.
If only both opened their minds to the endless and vast universe of what great designs really are: Less is more in every design, and especially in print advertising.
This, I must admit, was one of the toughest parts of the job — asides from choosing colors, of course. It is not hard to give these people what they wanted, but suppressing the voice in me trying to tell them what is better to go with was uncomfortable, to say the least.
The little nudge you need in crafting the perfect print ad copy is to honestly and openly listen to your graphics designer, be it in-house or freelancers. Your design doesn’t have to include everything, despite what you heard.
A single word on the right design can be better than an entire paragraph that followed all the rules of advertising.
Forget AIDA and WIIFM for a minute and work with your graphic designers. Focus on explaining what you want, not how you want it to look like. All these rules only apply when, and only when, you can grab your audience's attention with a breathtaking effect upon their glance at the ad copy.
Print ad copies should be visually appealing, and trading relevance with what we connote under our definition of a perfect (or even effective) ad copy will only set it further from this goal.
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