RE: I'm wearing another hat... again.

Subject: RE: I'm wearing another hat... again.
From: "Laurel Hickey" <lhickey -at- 2morrow -dot- bc -dot- ca>
To: "'TECHWR-L'" <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Mon, 8 May 2006 13:27:26 -0700

If the copy is going into a tightly structured, complex document like a
brochure or annual report, try to get a design mock-up with dummy text
inserted in each of the content areas. This isn't just for the word count
for each area, but for seeing how the design and structure work together.
BTW, word count for each content area MUST be supplied to you before you
start, along with the expected order of reading -- which depends on how the
document folds. Talk with the designer too.

Sometimes you'll be supplied with copy that a SME has provided that they
"just didn't have time" to whip into shape .... don't be lured into editing
that. Just use it as one of your sources as you do your research.

Also, remember that marketing copy is much more personal than what you may
be used to. It might help to write a short bio of your target person and
find a photo that matches. Tape both to your monitor. Then write to that
person and capture their interest based on their real and perceived needs.

Laurel Hickey
2morrow writing & document design
lhickey -at- 2morrow -dot- bc -dot- ca


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RE: I'm wearing another hat... again.: From: Dubin, David

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