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A COPY PRIMER FOR DESIGNERS
PRESENTED BY ROB KURFEHS
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Chapter
1
How art
met copy.
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In the early days.
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Writers led the
creative process.
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They came up with the headline,
the idea, the strategy.
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And passed it onto the Art Director,
who would bring it to life with
sketches and storyboards.
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To be pitched to
the client by a
Creative Director.
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Who typically came
from a copywriting
background.
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The creative revolution.
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Everything changed
in the 1960’s.
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Bill Bernbach and 11 former Grey
employees formed Doyle Dane
Bernbach in 1949. By the 1960’s, they
were leading the charge in a whole
new way of working.
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Art Directors were coming up with
headlines, Copywriters were thinking
visually, and they were paired from
the very beginning as a team–not as
a successive process that started with
copy and ended with design as a silo.
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Many agencies followed this path,
some of which are still among the
largest in the world.
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Producing some of the most
iconic work of the past century.
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Since then, the classic Copywriter/Art
Director team has proven time and
time again to produce arresting,
interesting work–proving that there
are few benefits to working in silos.
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Chapter
2
So, what does
a copywriter do?
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They simply write the
content that gets plugged
into design, right?
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Wrong.
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A good copywriter plays a
key role in much more than
filling in content.
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They ensure the work is
on-brand, on-message.
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They’re an integral part of the
UX process, ensuring that the
interface communicates clearly
and translates intuitively.
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They’re active in brainstorms:
coming up with big ideas, the
tactics that drive them, and they
help articulate the team’s ideas
into succinct, punchy write-ups.
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And can sell that idea
to a client.
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They help ensure you never
have that awkward moment
with a client where a typo ruins
everyone’s day (or the account).
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Lastly, there’s an art to
copy. It’s a direct connection
to the audience.
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It can evoke humor,
sadness, curiosity.
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And it can sell.
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“Present your case in terms of
the reader’s self interest.”
DAVID OGLIVY
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Chapter
3
Forging the
partnership.
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How can you utilize
copywriters
on your project?
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1.
Partner in UX/IA
development.
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2.
Create content,
headlines, hooks.
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3.
Articulate ideas &
concepts as write-ups.
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4.
Editorial/social
calendar.
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5.
Script and outline
storyboards.
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6.
Deck writing &
content marketing.
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7.
Partner in search
optimization.
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8.
Proof, proof,
proof.
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Chapter
4
Some tips.
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1.
Involve a copywriter early,
establish the partnership.
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2.
Get an extra set of eyes
on everything.
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3.
Lorem ipsum and block
type alone says nothing.
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4.
Be descriptive in
wireframes & comps.
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5.
A clear brief and
communication is key.
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6.
Never stop
learning.
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“The more you know about it,
the more likely you are to come
up with an idea for selling it.”
DAVID OGLIVY
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Chapter
5
Be a better
writer.
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A lot of the writing
process is like this.
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“I never get used to the fact,
most of the time it looks like
you’re doing nothing.”
Roger Sterling on Don Draper
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“Stuff your conscious mind with
information, then unhook your rational
thought process. You can help this process
by going for a long walk, or taking a hot
bath, or drinking half a pint of claret.”
DAVID OGLIVY
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“Just think about it, deeply, then forget it.
And an idea will just jump up in your face.”
Don Draper to Peggy Olson, Aspiring Writer
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Anyone can become
a better writer.
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Books.
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Online resources.
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The best way to learn?
By osmosis.
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A great copywriter is able to take
on many voices, place themselves
in the vantage point of the
audience, and influence that
audience with words and ideas.
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No matter your
background or title,
we’re all creatives.
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“Only a Sith deals in absolutes.”
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Thanks for reading. Now it’s time
to create your next great story.
- @rkurfehs
Learn more about us:
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