Wouldn’t it be nice if you could just say to your designer, “I want something engaging that will speak to my audience and increase my business.” Well, duh. Your goal with marketing materials should always be to engage your audience and increase your business. Saying that to a designer is about as good as saying nothing.
While a good designer can make all of the difference, they are not magicians. You need to give them a little direction so they understand what they are designing needs to say. Developing your copy before the design phase begins ensures that your message is highlighted appropriately.
I am not just saying that the copy needs to come first because I am a writer though. Ask any designer, and they will likely tell you that it makes their job a million times easier if they know what they are designing for and with what content. Having approved copy before the design process begins can help inspire and direct the designer too. With little to no knowledge on what the materials should say, you are setting the designer up for failure. Try creating something in the dark and see how well you do.
This doesn’t mean that your copy cannot be revised during the design process. Nothing is set in stone, and your content may even spark some recommended revisions from the designer based on the layout. Work together to generate copy and design that support each other. Collaboration is key. (Note: By no means am I recommending that you art direct your designer. Please let the professionals do what they have been trained to do. Plus, for the most part designers hate being told how to design by people who are not designers. And you don’t want to deal with a cranky creative.)
In the end, please try to come up with some if not all of your content before moving into the design phase. Remember, while design can be beautiful, ultimately it is a vehicle used to tell your story. And if you don’t have a well-crafted message, it doesn’t matter how beautiful your design is.
