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A well designed brochure or website is a joy to look at, but unless the words are as good as the pictures it won't do the job it's supposed to. That's where the copywriter comes in. A good writer will add value to your project, make the piece of communication work better for your client and make you look like a legend.

How can you tell if they're any good?

First, you have to get over your fear of reading. Don't laugh -- I've lost count of the number of graphic designers I've talked to who admit they never bother to read the copy the client gives them. So, ask to see some examples of the copywriter's work. You also need to make sure they can write in a style that suits your client.

A good copywriter should be able to think visually. They should be able to understand your mockups and scribbled visuals. They should know that 2000 words won't fit into a DL brochure. Last but not least, make sure the two of you are on the same wavelength and communicate well so you can brainstorm.

How do you include them in the process?

It depends on whether the job needs a total overhaul or a slight edit. A slight edit may be as simple as you zapping an email to the writer, and them zapping you back the final product.

On a total overhaul, it pays to get the client and the copywriter together and have a meeting, with you there as well. The writer will ask lots of questions, and try to get info out of the client that they didn't know they knew. Often, a chance comment by the client can lead to a whole exciting new direction for the project.

Generally speaking, the earlier you bring the writer in, the better the finished product will be. Because no matter how good the pictures and words are individually, if they don't work hand in hand then you don't have a good piece of communication.

What do they cost?

Just like design, you get what you pay for. A few hundred for a DL brochure, a few thousand for a website. Copywriters generally work on an hourly rate which could range anywhere from $60 to $120 and more.

But you should always get a quote for the total project -- because a cheaper hourly rate doesn't necessarily mean a cheaper bill. In fact, one of my clients preferred to use me even though my rate was $25 an hour more than her other writer. She told me I was faster and therefore cheaper in the long run.

If you give a proper brief, a writer should be able to give you a written quote before you begin, or at least a good estimate.

Three tips to save you time, money and stress

1. If your client is madly in love with their own really badly written garbage, it is a waste of time trying to convince them they need a copywriter. Sad, but true. Just bite the bullet and get on with the job. At least you know you can make it look good.

2. Work out how the writer will invoice, up front. There are two ways you can go here -- the writer bills you, then you do the agency thing, add on your commission and bill the client. Warning: you are obliged to pay the writer ASAP whether the client pays you in 7 days or 7 months. For this reason, many of the graphic designers I work with ask me to bill the client direct, which I am happy to do.

3. If the client knows they really need help with the copy but their budget doesn't stretch that far, refer them to http://www.copywithcream.com.au Here, they'll find some handy writing tips which might just help them tidy up their copy to a not-so-embarrassing standard. Good luck!

Karen Zaskolny
Copy with Cream
T: 0412-322-982
E: copywithcream@senet.com.au
http://www.copywithcream.com.au

"In response to Sam: I have worked as both journalist and copywriter and they are definitely not the same thing! Copywriting is a far more strategic, targeted approach to writing that aims to persuade an audience to take a measurable action e.g. make a phone call, visit a website etc. Though a client may save money in the short term by using a journalist they will not achieve the same outcomes for their business."

"Greatly appreciated your brief yet insightful look into writing copy for design work. I have run a Design Business for 3 years now with 4 staff and have not once used a copywriter. If you look at our work, I am sure it will be obvious. Thanking you."

"A concern that I've recently become aware of in connection with copywriting is the competition from journalists already employed in full time jobs. Some are providing copy at hourly rates that a person who has to do it as their sole job can not afford to match. I've particularly found this occurring with government related work."

ALPT response to Sam: While the problem you highlight is real, it is not illegal. The sensible response in the face of such competition is to ensure that you can prove to prospective clients that a full-time copywriter can provide either superior copy, superior service, or both. This will not provide guaranteed work, but is a pragmatic commercial response to this type of competition.