Subscriber BM writes:
“Bob, can I ask a dumb logistical question? How exactly do you
submit your copy? And in what form? In a word Doc? PDF?
“Do you format the copy exactly as you envision it, down to the
headline font and size? And what about images and charts and
things like Johnson boxes?
“Do you dictate how things look graphically or just submit the
raw text for everything? Just curious about that.”
So let me briefly provide the straightforward answers to these
questions, which are anything BUT dumb:
1–I submit copy to clients as a word file, single-spaced, sent
via an email attachment.
2–The body copy is in 12-point Times Roman. Headlines are
14-point Arial bold. Subheads are 12-point Arial.
3–If there are graphics, I cut and paste the image into my Word
document directly from the source material (e.g., Powerpoints,
white paper PDF documents, websites) whenever possible, with the
source referenced in a footnote.
4–If the source material is copyrighted content owned by my
client, I assume they can use the visuals as is.
5–If the source is copyrighted material belonging to someone
else, I still cut and paste it with a footnote into my document,
but alert the client that they must either obtain written
permission to use it or redraw it so as not to violate copyright.
Or, I paraphrase to avoid copyright violation.
6–I often include in the Word document for my copy some
“copywriter’s roughs” — crude layouts, drawn in Microsoft Word.
Note: I have collected my layout templates in a kit you can buy;
see my PS below for details.
7–I clearly indicate what is a headline, subhead, or body copy;
provide images for guidance; and either give layout instructions
in text [in square brackets] — or using my copywriter’s roughs
(see #6 above).
But, I do NOT “dictate how things look graphically,” format the
copy in final form, or do a finished graphic design or layout of
Instead, I provide sufficient “art direction” (layout
suggestions) so that the graphic designer can produce a finished
layout that will work in print or online.
I will also, at no charge, review the layout, often several
times, as it is being developed by the graphic designer and made
final by them and the client.
But I do not try to tell the graphic designers how to do a job
for which they are better skilled and suited than I am.