A COPY PRIMER FOR DESIGNERS
PRESENTED BY ROB KURFEHS

How art met copy. Chapter
1

In the early days.

Writers led the
creative process.

They came up with the
headline, the idea, the strategy.

And passed it onto the
Art Director, who would bring it to life with sketches and storyboards.

To be pitched to the
client by a Creative Director.

Who typically came from a
copywriting background.

The creative revolution.

Everything changed
in the 1960’s.

Bill Bernbach and 11 former
Grey employees formed Doyle Dane Bernbach in 1949. By the 1960’s, they were leading the charge in a whole new way of working.

Art Directors were coming up
with headlines, Copywriters were thinking visually, and they were paired from the very beginning as a team–not as a successive process that started with copy and ended with design as a silo.

Many agencies followed this path,
some of which are still among the largest in the world.

Producing some of the most
iconic work of the past century.

Since then, the classic Copywriter/Art
Director team has proven time and time again to produce arresting, interesting work–proving that there are few benefits to working in silos.

So, what does a copywriter
do? Chapter 2

They simply write the content
that gets plugged into design, right?

Wrong.

A good copywriter plays a
key role in much more than filling in content.

They ensure the work is
on-brand, on-message.

They’re an integral part of
the UX process, ensuring that the interface communicates clearly and translates intuitively.

They’re active in brainstorms: coming
up with big ideas, the tactics that drive them, and they help articulate the team’s ideas into succinct, punchy write-ups.

And can sell that idea
to a client.

They help ensure you never
have that awkward moment with a client where a typo ruins everyone’s day (or the account).

Lastly, there’s an art to
copy. It’s a direct connection to the audience.

It can evoke humor, sadness,
curiosity.

And it can sell.

“Present your case in terms
of the reader’s self interest.” DAVID OGLIVY

Forging the
partnership.
Chapter
3

How can you utilize copywriters
on your project?

Partner in UX/IA
development.
1.

Create content,
headlines, hooks.
2.

Articulate ideas & concepts as
write-ups. 3.

Editorial/social
calendar.
4.

Script and outline
storyboards.
5.

Deck writing & content marketing.
6.

Partner in search
optimization.
7.

Proof, proof,
proof.
8.

Some tips.
Chapter
4

Involve a copywriter early, establish
the partnership. 1.

Get an extra set of
eyes on everything. 2.

3. Lorem ipsum and block
type alone says nothing.

4. Be descriptive in wireframes
& comps.

5. A clear brief and
communication is key.

6.
Never stop
learning.

“The more you know about
it, the more likely you are to come up with an idea for selling it.” DAVID OGLIVY

Be a better writer. Chapter
5

A lot of the writing
process is like this.

“I never get used to
the fact, most of the time it looks like you’re doing nothing.” Roger Sterling on Don Draper

“Stuff your conscious mind with
information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret.” DAVID OGLIVY

“Just think about it, deeply,
then forget it. And an idea will just jump up in your face.” Don Draper to Peggy Olson, Aspiring Writer

Anyone can become a better
writer.

Books.

Online resources.

The best way to learn?
By osmosis.

A great copywriter is able
to take on many voices, place themselves in the vantage point of the audience, and influence that audience with words and ideas.

No matter your background or
title, we’re all creatives.

“Only a Sith deals in
absolutes.”

Thanks for reading. Now it’s
time to create your next great story. - @rkurfehs Learn more about us: