Is knowing when to be creative.
Most of the time copywriters and graphic designers who work for an agency
Get information from the client
Second-hand
Either from an account executive
A marketing director
Or in some cases, a questionnaire the client has filled out
All of which force the creative
To be creative
About a business
They know nothing about.
This chasm between creator and client leads to:
Procrastination, missed deadlines, and a complete work of fiction
That the creative must conjure up
And that the client does not understand, need or value.
If you are charged with writing a website that is not your own:
Push, prod, cajole, coax, persist, persuade, beg, borrow, steal
And if none of that works:
Fight. Like. Hell.
To get directly in front of the client
And ask them every last question
About why
Who
And what makes their business
So extraordinary.
I’m here,
Kevin
P.S. These are my recommended 7 Questions to Ask Before You Write One Word of Your Client’s Website