Quick tip: Get to know your designer
When you’re working with a designer, do you just “throw your text over the wall?”
Do you ever talk to the designer?
If not, how can you expect them to figure out what you want to see?
Every time I’ve taken a few minutes to talk to the designer, things have gone well.
But the times I never talked to the designer?
The times my client assured me the designer was very experienced and could figure it all out on their own?
That’s when things did not go well
That’s when we ended up with a white paper that was completely unreadable or even embarrassing.
You don’t want that. So follow these five simple steps to get to know your designer.
Step 1: Introduce yourself
To start, just email or text the designer to introduce yourself.
“I’m the writer doing the next white paper for Acme Software,” you can type. “Just wanted to say hi.”
Step 2: Exchange contact info and preferred channels
Give the designer your contact info and the channel you prefer to use.
“I like email and you can reach me best at [email protected].”
If you only pay attention to texts or Slack or WhatsApp, tell them.
Then ask for the designer’s preferred channel.
Step 3: Discuss the timeframe and workflow
This isn’t a social call, so bring up the project quickly.
Sketch in the expected scope:
• White paper of 10 or 12 pages
• Ideal reader is a 50- to 60-year-old decision-maker
• Visual cover, ideally a photo showing the intended reader
• A couple of tables
• 10 or 12 footnotes
Give them the timeframe: Must be out in time for a customer event on May 21.
You’ll aim to get the approved text to them by the end of April.
Ask about the look: Is there a corporate template they’re supposed to follow? Can they send you a document done with it?
Define file formats: If you’ll write in Word and send them pie charts from Excel, tell them.
Or if your client expects you to use Google Docs or some content management system, tell them that.
Ask if you can type your design notes right in your file, highlighted in yellow.
And mention that you’re happy to proofread the PDF before it goes out. This will help you both look good.
Ask if they have any concerns about any of that.
Step 4: Check them out
If the designer has a website, visit it to check out their samples.
See if you can find out how long they’ve worked with your current client. If it’s the first time for each of you, there’s a lot more at stake.
If they haven’t done many white papers, ask if they’d like some design tips.
Then point them to this set of tips, complete with a checklist.
Is the designer going on safari right when your white paper is due?
Step 5: If in doubt, suggest a quick Zoom
Most designers are very reliable. But a few times, I’ve heard things that sounded like a showstopper.
For example, a designer could be planning a three-week safari in Kenya right when you need them to work on your white paper.
They could be getting married. Having a baby. Or moving across the country.
If it sounds like they can’t possibly have any bandwidth to do your white paper at the same time, suggest a quick Zoom to reassure yourself.
Consider bringing your client in on that call as well.
Conclusion
Never toss your text over the wall to a designer you’ve never met.
Put in the effort to get to know them instead. It only takes a few minutes and it can make a big difference in the success of your white paper.
Many thanks to my favorite designer, Oliver Sutherns, for reviewing this article and making helpful suggestions.
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