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Many of my marketing duties lie in the traditional realm. This inevitably involves creating copy for direct mail shots; advertisements and the ‘usual’ channels. While many marketing managers don’t get involved in the creation of such material, a small department means my sleeves are permanently rolled-up.

Occasionally however, I have the luxury of being presented with material and donning the editing hat.  Being on both sides of the fence has given me a unique perspective and taught me a great deal.  Here are a few tips that may help you get that perfect brief and a quick turn-around, particularly when faced with a daunting deadline:

You’re first draft is the most important

It’s the initial thoughts and creative juices that are the most important.  If you go back to butcher your first creation you’ll create an almost ‘design by committee’ feel i.e. a mish-mash of concepts and points with no one theme being prevalent.  Take the time, even when it’s of the essence, to sit back and think about the purpose and delivery of your message.

Less is more

People don’t have the time to read paragraphs.  Make sure your copy is snappy and don’t be afraid to use alliteration, bullet points and images.  Its paper, not a field – not every corner and square centimetre has to be used.  White space is a great way to make impact.

Find a proofer

Never proof read your own work.  You know it off by heart so your eyes are most likely not going to pick up on mistakes.  Find a colleague who can read your copy for two reasons:

1. so it minimises mistakes before you send it off to get a designed draft back etc. and
2. to see if they get the message you are trying to get across.

Include others

Finally, this is a very important point that could save your sanity.  If your superiors are the kind of people that love to continually change tit for tat on copy and you find yourself getting disillusioned on the walk back to the drawing board, involve them from the start! Trust me – the greatest way to get buy-in for an idea is to ensure the powers that be feel they were every bit as involved in the crafted message as you were!

Have you advice for the everyday writer? Let us know!

“Image from YURALAITS ALBERT /Shutterstock.”