Is knowing when to be creative.
Most of the time copywriters and graphic designers who work for an agency
Get information from the client
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
And what makes their business
P.S. These are my recommended 7 Questions to Ask Before You Write One Word of Your Client’s Website