how I write copy that works visually

[Nancy Wells]

I work in the marketing department of a large financial services company and I often write statement inserts, newsletters, ads and other direct mail pieces that have some sort of photo or graphic element. My headlines and copy are given to a designer to lay out. It's important that copy and design work hand in hand and that the designer can do something creatively with headlines. For instance, I could say "Save Time and money with X,Y and Z". But this leaves the designer stumped as far as what to do. So I need to come up with headlines that work graphically. One way I go about this is to go through stock photography sites--Getty, Veer, Comstock, Jupiter, etc.--and look for images that will spark ideas. For instance: I'm writing about how our credit card company takes extra steps to help protect your identity. We have secure online account numbers that generate a "virtual account number" when you shop online. We call you if your card is being used for an unusually large purchase. We don't show your entire account number, etc. etc. I might do am image search around the ideas of protection, identity, play it safe, it's safe to say, there's only one you (keep it that way), safeguard, too protective?, protecting things, football pads, sports and protection, things that make you safer, lifejacket, security blanket, wrapped in extra layers, unpredictable things, what if...why worry about what ifs..., overprotective, indentity, want even more protection/security, protect what matters, covered, we've got you covered, keep it under your hat, don't spill the beans, keep your private information private. I might look for images of life jackets, kids under a blanket, umbrellas on a rainy day, kids in big football gear, fences and gates, locks. From all these images I get ideas for headlines and I come up with at least 5 or 6 I like (though I may write well over a dozen!) Then I give these to the designer and let them see what they come up with. For my headlines I might give the designer these concepts to see what they can do with: Play hard to get…with your account number that is. There’s only one you...We’re helping you keep it that way by protecting your personal information. Too protective? Not when it’s your identity. Don’t spill the beans. Here’s another way we’re protecting your account information Keep it under your hat. (Protect your personal information when shopping...) One less thing to think about. You're good to go. Rewards. Not worries. Play hard to get (with your account number, that is). What could crooks do with your identity? Wy worry about "what if's" A safer route. Take extra steps...to protect your identity We've got you covered. From here, the designer will get back with me and we will work together to come up with the right headline and visual for the piece. Just one way I come up with ideas for headlines that can work visually. What are yours???