So I just realized that I never concluded my project summary.

This is where I left off:

“…So 4 weeks, and 7 more rounds of copy, here we are at final brochure copy.”

A couple of things I’d like to say about this little experiment.

1. It is not normal to go 7 rounds on copy. Three is typical. Some clients, especially those who work at younger companies, take more time in working out the interpertation of their messaging. Copywriting is subjective. Sometimes clients need to see it written one way to know that’s NOT how they want to say it.

2. Four weeks is pretty standard for brochure concept and copy development. Some clients try to speed up the process but I find that hurts the final outcome. After delivery of a first draft, I recommend a minimum of 3 days before feedback. Copy needs to sink in. Then I need a minimum of three days to respond to first draft feedback. Subsequent drafts flow much faster.

3. This whole “documentation of a project” made me uncomfortable. I don’t like divulging client ticks and creative partner problems. That’s just the way it is. I’m sure there are things about myself that bug my creative partners. Plus, it’s important to me that clients feel that I’m 100% on their team. I love what I do and genuinely enjoy working at this level with clients. So I’m not going to blog about that stuff anymore. I’ll try to think of another way to detail the backstage life of the creative process because I think it is important for clients to understand that there is a real art to what creatives do, and that we need each other.

Furthermore, if it isn’t clear already, I’m a binge blogger and cannot be relied on to chronicle an experience consistently and effectively.

Here’s a nice little article from Business Week about a Cornell grad student who helped a NYC panhandler increase her effectiveness by using more emotionally resonant words on her signs.