What seems second nature to designers isn’t all that intuitive for clients when it comes to creating the right type of content for a brochure, website or something as simple as a logo.

We refer to “content overload” as “Kitchen Sink Design.”

Here’s the scenario, a client comes in and is ecstatic about their rebranding ranging from their logo to a new website, brochure, the whole nine. When we discuss the project scope and what we’re looking for in terms of content (this is before the design process actually starts) more often than not we find the client wants to tell their entire business’ history, the fine details about every product etc. all encapsulated online or within the confines of their printed material. That’s all well and good if they are the only ones reading it but the reality of it is they won’t be. The goal with content writing is to captivate your audience not bore them.

This mindset is similar to when I was a kid and my parents invited the neighbors over to watch our 8 mm family movies — I just get shivers thinking about that. It’s cute for about a minute but 2 hours later, you find that your audience’s eyes have either rolled to the back of their head or they’ve hit their forehead on the table in front of them because they fell asleep. You don’t want this to happen with your business materials.

The biggest favor you can do for your clients is sell them on the idea of having someone else write the content for them, this solves a few problems. It will allow your firm to obtain the content a lot quicker, the content will be structured, streamlined and professionally written, your client has to do very little and for the design firm, and it can cut their project management time in half. Nine times out of ten we’ve found waiting for content from a client will hold a project up the longest — what should have been a 4 week project ended up being an 8 month project. By introducing a copywriter into the equation, this will alleviate everyone’s burden and will free-up valuable time. Yes it costs more but what is your time worth and more importantly what is your client’s time worth? To be continued. . . (part 1 of 2)

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