Copywriting: Bringing Copywriters and Designers Together in
Turnkey Alliances
"Clients today are looking for total solutions, not just writing
services. Writers should focus, not just on being providers of
services, but rather 'problem-solvers.' That means forging
alliances with other creative professionals, mainly graphic
designers, so you can offer turnkey project services - in short,
a total solution."
PETER BOWERMAN & TURNKEY SOLUTIONS
The above quote comes from Peter Bowerman, author of the
copywriting books "The Well-Fed Writer" and "The Well-Fed
Writer: Back For Seconds." (http://www.writeinc.biz)
I emailed Mr. Bowerman with a single question: What's one thing
copywriters need to keep in mind for 2006? The above was his
answer.
And it makes sense. Whether you're a website copywriter or an
advertising copywriter, you're out there to solve problems. When
your clients want their copy and design needs solved by a single
point person, you need to be ready with that turnkey solution.
But how? Simple. Forge alliances.
FORGING ALLIANCES WITH GRAPHIC DESIGNERS
As a website copywriter or advertising copywriter, you make
design suggestions here and there. But you're not a designer.
Still, you can have your own stable of top-drawer designers
ready to go when needed if you've forged a few alliances in
advance. Here's how.
1. Go to http://www.craigslist.org
2. Run an ad in the JOBS category for your city.
3. Indicate you're a website copywriter or advertising
copywriter looking to forge alliances with graphic designers. Be
clear about who you are, what you do, and what you're looking
for exactly.
4. Screen the respondents, and hook up with the cream of the
crop.
5. Next time your client wants the copy/design process
simplified, draw on your trusty group of designers, and come off
looking like the solution provider you are.
SAMPLE TURNKEY ALLIANCE AD
To get you started on your turnkey alliance ad, below is a copy
of an ad I've used. Feel free to change it as you desire. How's
that for providing a solution!
************AD BEGINS HERE*********************
Subject: (media jobs) Copywriter Seeks Professional Graphic
Designer
Body: I'm a professional copywriter, not a designer. My clients,
however, often prefer to deal with one person when developing
their business materials instead of a writer here and a designer
there.
That's where you come in.
I work on a variety of projects: web, brochures, ads, flyers,
etc. This is not a "designing job." Rather, I'm forging
alliances with top-drawer designers who will be available when a
client is looking for a turnkey solution -- copy and design in
one handy package.
Do you want to create a new income source? Have your own
copywriter you can bring to the table? If so, why don't you
check me out first at http://www.yourdomain.com and then reply
by email with the following info (short answers are preferred;
no phone calls please):
1. Number of full-time years experience:
2. Where can I view your portfolio online?
3. Are you incorporated? Y or N
4. What education/training do you have?
5. What printers do you have working relationships with?
(company, contact name)
6. What five clients can I contact as references? (company,
contact name, phone or email) NOTE: These are paying clients.
Not pro-bono. Not work you did as a student. Your portfolio
reveals your design abilities. Your references reveal your
professional abilities.
Unfortunately, I will only be able to respond to those I feel
are a good match, but I will read all submissions. My website
again is http://yourdomain.com
Best of everything to you on your endeavors.
Your Name
************AD ENDS HERE***********************
NOTE: DO NOT put your domain name followed by a period (e.g.,
"My site is at http://www.yourdomain.com."). If you do, the link
in your ad will include the period and then a forward slash
(http://www.yourdomain.com./), which may result in a server
error.
SUMMARY
"The best time to plant a tree is twenty years ago. The second
best time is now." -- African Proverb
If you've been a website copywriter or advertising copywriter
for some time, but have never made the effort to forge alliances
with designers, now is the time to do it. Who knows, your next
client may the one that wants that turnkey solution. Is yours
ready?
I'll let you go post your ad.
Copyright (c) Grant Pasay 2005. All rights reserved. You may
forward this article in its entirety (including author
bio/links) to anyone you wish.