Friday, November 9, 2012
As a longtime writing professional, this story published last week by the Content Marketing Institute warmed my heart.
You see, we writers tend to have a bit of an inferiority complex. Our work isn’t as glamorous as the artistic geniuses we work with. Our accomplishments take some time and effort to appreciate. You can’t just look at words on a page and judge their quality – you actually have to READ THEM.
But, as Debbie Williams so eloquently explains, great design only takes you so far. A gorgeous whitepaper design or a flashy email might get you in the door, but it’s not the real driver in your customer relationships. You need words to make someone care about your brand and your story. Words drive the conversations that turn prospects into customers – or even advocates.
That’s one reason social media – especially Twitter – is so great for the “word” people among us. In fact, tweets may be the purest form of writing out there. There’s no hiding behind pretty pictures and complex sentence structure – it’s just you and 140 characters to deliver your message.
Of course, in most cases, words and visuals go hand-in-hand. Without a compelling design, no one will want to read your amazing copy. And without strong writing, your visuals will never be able to convey the story you’re trying to tell.
The key is to find the perfect balance that lands you in the sweet spot of great copy and great design.
The lesson for marketers? Next time you’re planning a campaign, make sure you spend at least as much time thinking about what it should say as how it should look. Because writing matters.
Want some examples of how great writing and great design can work together? Check out our Subscribers, Fans, & Followers whitepaper series!