Preparing a Copywriter's Rough
When writing copy, your primary concern is the words. However, there may be circumstances when you have to prepare a copywriter's rough. This is typically a simple drawing — done on paper or on a computer — that shows in a very general way what the layout should look like and how the text should be placed.
“Whoa, wait a minute!” You might balk. “I'm not an artist. I can't even draw a convincing stickman!”
Don't worry. Preparing a copywriter's rough isn't nearly as difficult as it sounds. You just need to be able to make a simple sketch. Even a rough pencil scribble is fine.
Most computer programs used for writing, such as Microsoft Word, have tools that make drawing basic shapes very easy. In just a few clicks, and some practiced moves of the mouse, you can create convincing rough sketches of just about anything. You can also save your drawing as a computer file, which makes it easier to share with others.
You Don't Have to Be an Artist
Your assignment is to write an ad for a flower shop. You might have an image in your mind of a businessperson in her office with a beautiful bouquet of flowers on her desk. You might even imagine her leaning toward the flowers and enjoying the pleasant scent as she talks business on the phone.
How do you communicate all this? You could simply use words to describe the scene. But a more compelling way to present your idea would be to sketch out the desk, the businessperson, and the flowers. Then other people on the project — the designer, for example — can see what you mean.
Worried about your lack of artistic flair? It's not a problem. Most graphic designers can accurately interpret even the crudest scribble. You can draw something as simple as a circle on a page and put a note beside it that says, “A picture of a happy customer goes here.” The designer will know exactly what you mean.