Quick tip: Make friends with your designer

When working with a designer, many writers just “throw their text over the wall.”

They never talk to the designer who will work with that text. Yet somehow, they expect the designer to figure out what they want to see.

This lack of communication can lead to some awful results, including white papers that are unreadable and downright embarrassing.

It’s worth a few minutes

Every time I’ve taken a few minutes to talk to the designer, things have gone well.

But the times I couldn’t talk to the designer? The times my client assured me the designer was very experienced and therefore could figure it all out on their own?

Those were the times when things did not go well.

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 any time at [email protected].”

If you prefer text, say so.

If you only pay attention to 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 February 15.

You’ll aim to get the approved text to them by the end of January.

Ask about the standard look: Is there a corporate template they’re supposed to follow? Can they send you a document made 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 the company 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 these details work for them or if they have any concerns.

Step 4: Check Them Out

If the designer has a website, visit it to check out their samples.

Try to find out how much experience the designer has with your client and with white papers in general.

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 you may occasionally hear something that sounds 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 something sounds like they can’t possibly manage to do your white paper, that’s a good time to suggest a quick Zoom. Bring 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’s a smart investment in the success of your white paper project. It only takes a few minutes and it can make a big difference.

Many thanks to my favorite designer, Oliver Sutherns, for reviewing this article and making helpful suggestions. 

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