Tips for Working with a Graphic Designer

Hand sketching Best Idea light bulbs concept with black marker. Teamwork makes the best ideas.

“Content precedes design. Design in the absence of content is not design, it’s decoration.” —Jeffrey Zeldman

We all know that when it comes to direct mail and writing for the Web, copy rules. But copy is only one part of the equation. Even if everything else is excellent, if the promotion or page doesn’t look right, you’ll lose sales. A poor design can make a sales page less grabbing, so you don’t get the prospect’s attention the way you planned to. A poor design can also damage credibility. Or make the sales process confusing.

Bottom line, a poor design can cost you. So, what can you do to make sure all of your hard work doesn’t go to waste?

Get involved with the design process.

The design of a promotional package can have a profound effect on your response rates both offline and online. Today we’ll take a look at some things you should keep in mind as you work with a graphic designer to create a winning package. We’ll start with things to do in the beginning of the design process, and then look at some suggestions that will keep the process running smoothly and further increase your chances of making a sale.

At the beginning of the process…


John Torre

I reside in North Brunswick, NJ, with my wife, Lynn, and daughters Kasey, Jaclyn, and Shelly. We also have a 110 pound, lovable Rottie named Leo that keeps us on our toes! When we're not hard at work we enjoy spending weekends at our bungalow down the Jersey shore, or take extended trips to Walt Disney World as members of the Disney Vacation Club. For kicks, I draw on my dominant "right-brain" and play guitar in classic rock and blues bands, act for local plays and independent productions, and enjoy writing creative fiction. I'm a published author in short fiction and stage plays and a graduate of a local community college's Commercial Writer's Certificate Program. After graduating from the program I was selected as an instructor and taught "Science Fiction, Fantasy & Horror" writing for 8 years. I enjoy many fine relationships I made with my students to this day.

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