Do You Have Any Tips and Tricks to Share? BTW, I like to use the cleaned-up UI view of Balsamiq for this stuff - the straight lines work best for my tidiness requirements. Then I kinda take a step back and look at the flow of the page - is it cluttered here, does it need whitespace there. Then I reference my research to start organizing messages on the page. My go-to is PAS (Problem, Agitation, Solution), so I'll start a wire with sticky notes for each of those steps, popping them down the page with the general idea of spacing in mind. Then I put markers on the rectangle (wire page) to plot where messages will go, starting with a framework. I start by creating a loooong blank rectangle that's about 1000px wide. Three, clients are dazzled by the design side of things, so it's natural to want to start by dazzling the client because that's a really easy win.Īnd four, the vast majority of copywriters aren't willing to fight the good fight to tilt things in favor of the message over the art - there's a lot of complacency and not a lot of challenging conventions.
Two, most creative teams have three or four designers for every one copywriter the focus on designers in creative teams and agencies means more designers are creative directors, and copywriters become supporting members of teams - not the critical members they should be. One, templates insist on design before copy, and people love their shortcuts / landing page templates. One of Joanna's wireframes Why Do So Many People Think the Other Way Around? That's how old school agency teams worked. (Ultimately, of course, design and copy should work together. And most top designers believe the same thing. Design makes a page look trustworthy design makes important messages stand out design controls the timing of the messages design can enhance clarity, improving content consumption. Once your messages are in place, then design can come in and make it all more persuasive. If you treat the page like an important part of a conversation with your prospect, then you should start by focusing on the conversation itself… not the room in which the conversation is held or the clothes you're wearing when you have said convo. Your page doesn't exist except to communicate a message to your prospect, compelling them to take action. You Often Say “Copy Leads Design”: What Does It Mean? You can use the online comments in Balsamiq Cloud and control your client's feedback, removing the chances of them in-line editing your text (and forcing them to think about their feedback, not just type over your work).Other copywriters are just handing over Word docs - you can distinguish yourself as premium when you offer a PNG of your wire (and ultimately also deliver an editable doc).Wires give you a stronger sense for when a headline actually IS too long or a section of body copy is too overwhelming.Designers are less likely to take liberties with their interpretations of your copy when you wire it.Whether you charge hourly or project rates, wireframed copy saves you time - and time is money. And that means the client can focus on real feedback, not guessing.
A wireframe removes a lot of the imagination work. One of the toughest things about writing copy is that it's so hard for non-copywriters and non-designers to imagine how the copy will look when it's live on a landing page. Q&A with Joanna Wiebe Why Should Copywriters Be Familiar with Wireframes?Ĭopywriters who want to charge premium prices get one huge benefit from wiring their copy: less feedback from the client. We sent her some questions about wireframing for copywriters and asked her what she means by the phrase "Copy Leads Design." What she told us is not only for copywriters but also for those who need to write something for a web page, an email newsletter, a blog post, AND want to deliver the best message most compellingly. It was an interview with Joanna Wiebe from Copy Hackers, and it was sooo good that we decided to have it on our blog, too.Īfter reading almost everything that comes from Joanna's keyboard and taking her in-depth copywriting course, I honestly think she's the best when it comes to crafting and sending a marketing message. Five months ago we sent our inner circle a newsletter about wireframing for copywriters.
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