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Creative design, copywriting - the ability to produce work that is both novel and appropriate

Creative design and copywriting is "an ongoing and circular process of exploration, selection, combination, refinement and reflection that brings into being an imaginative oral, written and visual expression of a product, service or idea".

WOW! It all sounds a bit 'hairy'.

But let's forget the 'dictionary definition' and consider what all that blather means.

Creative development includes graphic design, animation, photography, copywriting (including online copywriting and SEO copywriting or web copywriting), incentives, the 'PS' in direct mail, fonts and "the space between" and a whole lot more .................... does it have "rules"?

Or does creativity comes from laying aside the rules - even for just a little while - so that we are able to reach beyond logic and structure and tap into our imaginations, our ability to see things differently and find a new way of viewing some problem or situation.

So what is creative development, design and copywriting in marketing, direct marketing and ECommerce?

We all think we can recognize creativity when we see it, and we know its important. But in marketing, direct marketing and ECommerce creative development is the ability to produce work that is both novel and appropriate, really does have creative design and persuasive copywriting and that produces the required result. THE REQUIRED RESULT ..... THAT'S THE REASON FOR ALL MARKETING. Essentially, therefore as long as it works and meets the needs of legality, decency, honesty and truth that's what's needed.

But with so many messages aimed at us all every day it needs to be fresh and have a twist. Inspired creative solutions begin with an excellent brief. The client should know their business better than we do. Starting from that premise the best way to achieve the results you need is to start with varied and original alternatives and then select, develop, and refine those with the most promise.

Notice that word those - implying more than one. TEST, TEST, TEST is the mantra of all good marketing - especially direct marketing. Whatever the research, whatever your personal views (whoever you are) the customer is the person with the money and they decide what is effective via the resullts you get.

That doesn't mean you chuck your corporate style away - on the contrary it's essential that you never do - but, within that style, good creative is what works to bring you more customers that keep coming back. So what needs to be considered when planning the creative?

• Who are we trying to influence?

• What are we marketing? Can we describe it instantly or photographically? Can we provide persuasive copy?

• Why should potential customers buy it? What's in it for them?

• Where and when should we promote - what channel?

In addition to these planning points there are some other points that almost always apply, even when you are 'breaking the rules'.

• Make words easy to read via typeface and column width.

• Use sub headings and paragraphs.

• Don't get 'hung up' on long v. short copy, busy v. tidy layout, less is more v. more is less - find out what works!

• Use good photographs and make the pictures relevant.

• Make sure they work together.

• Use your brand.

• Get the headline right!

• Get a great story line and 'device' for radio and TV.

• Use power words - you, free, discount, new, forever etc.

• Use white space well.

Work out when to break these rules! When you work to achieve creative results you often face a great deal of uncertainty, ambiguity and potential resistance.

We work with you to ensure that your creative development, design and copywriting is not just novel but effective, not just original but gets results too.

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