Copywriting Question On Sales Letter Design

Many clients have a graphics person already lined-up
when they hire a writer. Often the graphics are already
done. Presumably it is fun for the client to "see what
it's gonna look like".

I'm not an HTML dunce - I usually upload a simple layout
to my own hosting account for the client to look at. I
usually do the layout with a WYSIWYG editor, but I know
enough about HTML to go in and troubleshoot code.

Good question Steven.

I have a number of designers that I've personally worked with that I refer my clients to when they need design work. The designers know what I like in terms of design (i.e. no page long graphic headers) and are agreeable to creating exactly that.

I started studying design stuff a few years ago because of something I read by Clayton Makepeace. Clayton mentioned that using a solid design & layout can increase conversion rates by as much as 30%.

Lynda.com has some solid video training materials on graphic and website design that I'd recommend.

There's very little out there in terms of design/layout training for copywriters specifically... maybe Mr. Subtle will put something together one of these days b/c he's one of the sharpest folks I know on the three-sided puzzle (design, layout, copy).

If it's an online sales letter, I deliver it as a HTML file. I know the sales letter will look exactly the way I want it to and it saves my client time/money not having to get it set up as a webpage.

Hope that helps,

Mike

I did all of my HTML designs early on until I found out that
most of my competition were just delivering a Word document
with the letter.

But still today I offer to deliver the HTML version of the letter
except the client has his own inhouse designer who knows what
he is doing. Even in this case I review the final design and make
suggestions for changes.

I have a good eye for graphics, layout etc,. although I wouldn't
demand this of any copywriter. I'm a tough graphic client because
I have a keen sense of what looks good and what doesn't--even if
I don't have the skills to make the corrections myself.

-Ray Edwards

As I write I make suggestions in the actual copy. Stuff like... put this statement in a colored table, set this line in bold or highlight this, make this line 18 pt font and center it...

Some take the suggestions, others have their own ideas. Most people know going in that the layout is on them. I've never even had it come up when quoting.

Interesting that you should ask because I'm working on one now that I'm actually setting up in FrontPage the way it should display. This is the first time I've done this for a client (though he doesn't know I'm delivering it this way yet) though I almost always do it for my own stuff.

I usually deliver my copy in crayon with stick figures.

I guess I'm lucky - I learned HTML before I even learned copywriting, and I know enough PHP & CSS to troubleshoot my way out of trouble...

I give all of my clients the option. Most corporate clients prefer Word documents, but I find a lot of IMers prefer HTML. If they ask that the copy be delivered in HTML format, I ask if they have a graphics package already created.

The beauty of this is, if they had a GOOD graphics designer, they will have gotten an HTML minisite from the designer. I can pop that into my WYSIWYG editor, add in the copy, format it until it looks perfect, and send the client a site that is literally ready to insert their buy link and upload.

Clients, especially those who aren't all that tech-savvy, really appreciate that. And I really appreciate having that control over the finished product, because it means that my vision and the final product will line up - giving us a better chance of a well converting letter.

But if I didn't know 2c about HTML or CSS... I'd probably just deliver it all in a word doc, but format the text. Then they can send that document to their web guy, or do it themselves, and use your formatting ideas (size, colour, etc.) to create the final piece.

Hope that helps Steven!

- Cherilyn

I prefer to format copy and art-direct
the layout whenever possible.

I enjoy working with great designers
who understand direct response, but
they are a rare breed, sadly...

It's a value-add for my clients that I
can deliver a finished design along with
the copy where necessary.

And it's a skill worth learning if you
have the creative aptitude or interest
in learning design.

There's no right or wrong involved,
just a matter of personal working
preference and skill sets.

Fortunately for clients (and unfortunately
for most designers) graphic design is
somewhat of a buyers market.

There's lots of talent that sells themselves
way under what they ought to (shh...)

I also do audio and video work, which
many copywriting "purists" don't sully
their hands with...

I must be a fool.

Or something...

Brian

Get off my lawn you hooligans!

Back on topic...

I find that for the time it takes me to tell the client what to do, it's easier just to write the thing in a template and do it myself.

I don't mind taking ten minutes to copy my work into their template if they give it to me... and I make sure things are formatted the way I want them.

They're welcome to add pictures, buttons, whatever... but usually I urge them not to mess with it too much.

Layout is a big part of what we do, IMHO.. so we've gotta do it.

-Dan

All of you who've posted on this thread.

I love you all.

Thank you so much for your response.

Steven made a brilliant question. I had this question my self.

I can't express thanks in words my self. To all the brilliant people here, thank you.. and Merry Christmas.

Thanks Steven. You're awesome.