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
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