Hello from a direct market designer

mklassen · #1 (**permalink**) 11-24-2007, 11:19 AM

Greetings,

I somehow stumbled across Clayton's Total Package newsletter and have found it just as useful in my job as a freelance designer as I'm sure copywriters do.

The recent interview with Richard Armstrong (and my subsequent reading of his Make More By Writing Less report) and today's article on swipe files have been incredibly helpful.

I started out as a writer (and still do a little writing for clients), but had more fun once I switched to layout. Still, I try to read and learn as much as I can about copywriting so that I'm more closely in-sync with the writers I work with on projects. (Some Caples and Hopkins books are on this year's Christmas list.)

I'm kind of envious of all the copywriting resources there are compared to direct market design. A lot of experienced copywriters make themselves available to help the less experienced. We don't have that as much on the design side of things. But I've seen a few links here on the forum related to design, so I look forward to investigating that a little further.

Phillip · #2 (**permalink**) 01-02-2008, 05:40 PM

Hi Mike,

I totally agree with you - the only resource I came across was the AWAI design course - I cannot say to what level it goes. Although based on other AWAI content, I imagine it will be worth checking out.

My experiences with design related resources - everyone seems to assume you only have Pages / MS Word. And that you still need to learn how to open and save a document.

I'm on the other end of the spectrum - I am a writer, but my current projects require me to design too.

I've found few ordinary designers understand DM design. And I'm not going to attempt converting, sometimes stubborn designers to the DM mindset. It is just quicker working with some templates I've designed....

mklassen · #3 (**permalink**) 01-02-2008, 10:45 PM

AWAI's Graphic Design Success program (which is no longer available in the form that I had bought it...they use something else now) is what gave me my start.

It was a great first-step into the world of DM design, but like anything else, you've got to continue that education through other sources to keep progressing. (Not to mention the software training required to properly use programs like InDesign, QuarkXPress or Photoshop.)

I've been on some "normal" design forums and some people openly mock DM design as not "real design".

Ok...less competition for work, I suppose.

If you have design-related questions as you're working on a project where you're having to handle the design, feel free to ask... no strings attached.

Phillip · #4 (**permalink**) 01-03-2008, 11:46 AM

Hi Mike,

Your offer is incredibly generous - Thank you kindly.

I may take you up on that one day - even just to get an expert pair of eyes on the finished design.

You have a great portfolio - As always I bet that helps a lot with future work! I love " I Still Can't Draw Good Stick Figures "

I'm stunned to hear about the AWAI course! I was actually going to look into that sometime this year.

Speaking of AWAI, did you get to sit in on the most recent Webinar on design? Im hunting for the name of person that was interviewed…….. Lori Haller.

I have to say it didn't rattle my socks. Some small bits and pieces - and then I guess when I learn more - the digging has to go deeper. …If you didn't see, it let me know

There was some mention of "a template styled package" being available from AWAI, but I have not found this "package". May e-mail AWAI and find out what's the deal.

Do I understand your comments ' not "real design" '!!

I work with a wonderful person in Scotland - she does most of our vector stuff - very talented. And I know she looks down at the promotions, copy AND design with her Oxford Press educated background.

Hey - luckily we don’t have to all be the same! And yes, less competition!

Here is to a grand week!

mklassen · #5 (**permalink**) 01-03-2008, 12:33 PM

Thanks for the kind words.

AWAI actually has a new Desktop Marketing product of which I just received the promo for in the mail yesterday. It combines copywriting, marketing and design, but I know nothing about it beyond what's in the sales letter. They may even have a separate design course coming out in the future, but I'm not sure.

Their template program hasn't officially been released yet, but it should be soon.

I watched the replay of the Lori Haller webinar. I was fortunate to have her as a mentor a couple of years ago, and have sat in on her sessions at past AWAI Bootcamps. She really is incredible.

Webinars/Seminars like that are a challenge because you have a whole range of skill levels taking part. Plus people use a variety of software, so it's hard to zero in on a "how-to" that is too specific.

But I don't know any other DM designer who does more for beginning designers than Lori.

Hopefully I'm not breaking a rule by posting a link here, but there's another DM-related webinar that you can get on-demand from Dynamic Graphics magazine:

Webcasts

Scroll down to the bottom for the one titled:

25 Death-Defying Design Principles for Direct Marketing ... in 25 Minutes

Phillip · #6 (**permalink**) 01-04-2008, 01:01 PM

Hi Mike,

Thank you for the link. I will certainly go check it out!

Regarding the AWAI webinar with Lori, (lovely things in her testimonial btw!)

Do you think AWAI did a "dry-run" on the design webinar to see if there is enough of a response?

I like the idea in part, although I'm always cautious about template material. Software versions and things like that can make for a very busy call-centre.

Q: Mike, just curious: do you use a lot of stock photography, or do most of your clients setup a photo shoot (which always sounds pricy!)

Well I hope your weekend is fun-filled, 24/2.

mklassen · #7 (**permalink**) 01-04-2008, 03:22 PM

Lori has done a webinar in the past for AWAI, but I'd have no idea if there was something more intended for this last one like you mentioned.

Templates are ok as long as the person providing them is really clear on what is required software-wise. As you say, there is potential for trouble if things aren't made clear.

Most of my clients use stock photography. The price can range from just a couple of dollars (which is perfect for small photos that might be dropped in throughout a promotion) to hundreds of dollars for a more specialized stock photo that is key to the promotion... perhaps a cover shot for a magalog, or a rights-managed photo that can't be used by just anyone.

For clients who are selling a physical product, they will usually hire a professional photographer to get a great product shot. Although I've been trying to convince some clients to hire an illustrator to do a 3D version of the product shell, then we can use Photoshop to place a new image on the 3D shell as necessary. That's both quicker and cheaper in the long run.

For example, I had one client who sells sprays in a bottle. They've got lots of different sprays, but they all come in the same size bottle. Instead of taking a new photo each time a new spray comes out, it would be easier to take the digital label (which has to be designed anyway) and put it on the 3D bottle model.

That would make for a clearer picture in certain promotions.

nickW · #8 (**permalink**) 01-09-2008, 11:05 PM

Hello back from a direct marketing list consultant!

Welcome!

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