Writing in Red Ink

Should Designers Write Their Client's Copy?

I read an interesting article last week on the importance of copywriting in design. Graphic designer Joshua Johnson, the article's author, made a great point about many designers' attitudes about copywriting. You can read the whole blog here, but his conclusion was that copy is at least as important, if not more important, than design and that a lot of freelance designers ignore it. Basically, Johnson encourages freelance designers to learn to write copy. I agree with Johnson wholeheartedly. But... 

The Problem

You're a designer. You should learn about copywriting because, as Joshua notes, it affects the design and the impact of the message. But it really isn't fair for your clients to expect you to write copy. And unless you're already trained, it isn't fair for you to say you can write. As a general rule, successful companies (to quote Google) "do one thing really, really well." Design and copywriting are completely different skill sets. If you try to focus on doing too many things, you won't reach your full potential at either one. Besides, there's an easier way.

The Solution

 Your clients are paying for copywriting whether you do it or a copywriter does it. So why not hire a pro and focus on killer design? Find one or more copywriters online or in your area to be your go-to source(s). You can just quote the writing (with the writer's input, of course) as part of the design package and outsource it or simply encourage your client to hire one of the writers from your list. 

The result will be better quality work for your client because both of the people working on the project do one thing... really, really well.  

 

For more information on why you should focus your business, read Breck Yunits blog on it.