The result of collaboration between your writer and designer is much greater than having them work independently. Aesthetics count and communicate, but only to a point. And, shoppers typically aren’t attracted to copy until they’re visually enticed. To ensure you get the most from your team, have them agree on these goals: 1) Communicate the offer in a clear and compelling way. 2) Champion the difference and benefit in the offer, product and brand. 3) Make style choices that support your brand and resonate with the target demographic. If you want your catalog or website to sing, it’s more likely a duet than a solo act.
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