Being creative in DM doesn’t have to hurt.

Share this content:
I had a dream the other night. It’s the type of dream most copywriters and designers have on a regular basis. We dream of ourselves being creative without limitations, without marketing reps, clients, or the guy who waters the plants  offering advice. Okay, back to reality. In order to produce the best performing creative possible, we need to learn how to communicate well with those who don’t write and design for a living. Over the years, I’ve developed a few strategies that have worked well.

Educate. When the marketing rep who got an A in high school English tells a copywriter that they can’t end a sentence with a preposition, they’re just unaware that in DM, high school rules don’t apply. In fact, they’re frowned upon. I keep a well-stocked library of DM creative books and periodicals close by to let the people I work with know that I’m not just making this stuff up.

Show results. When clients start making unwarranted changes to creative, it’s important to remind them that colors and words shouldn’t be their focus – results should be. If you could deliver strong creative that performed brilliantly, do you really think they would care about what fonts and colors you used? The bottom line is the bottom line.

Knock heads. One of the most important things for creatives to communicate is that it doesn’t matter what any of us think. It only matters what the potential customer thinks. A true DM copywriter or designer has the ability to get inside a customer’s head and come up with creative that will be irresistible to that person. When others understand this, they also realize that their personal likes and dislikes really have no place.

Rule the world. Not. Creatives (myself included) can sometimes get high and mighty about what we have to offer. It is imperative that we present ourselves as a resource that is focused on producing creative that performs. Once our peers understand this, constructive relationships flourish.

bschwartz@quinstreet.com

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Loading links....

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here