An effectively developed brand identity, complete with key messages, tag-lines, boilerplate descriptions, and slogans, can help make the copywriting of other materials much more effective. However, there are some circumstances where strict branding guidelines will get in the way of achieving the results you need.

This is especially true of direct-marketing projects, such as direct-mail, telemarketing, and e-mail campaigns. Direct marketing is much more concerned with getting sales than in trying to influence the way people think or feel about a product. The very success of a direct-marketing campaign is measured by how many clicks, replies, leads, or orders are generated. As a result, direct-marketing writers tend to rely on proven sales copy techniques to get the job done. And these aren't always compatible with the brand writing guidelines.

For example, product style guides or brand guides (explained in Chapter 8) may require a copywriter to use the boilerplate product description when the product is first mentioned in the copy. But can you imagine the impact on a telemarketing campaign if the telemarketer was forced to read a one paragraph blurb before proceeding into the pitch? Most people would just hang up. The same is true for sales letters, and even ads.

Negotiation Is Key

It's understandable that the marketing department of a company wants to do everything possible to build the brand. And requiring consistent messages in all communications seems like a good way to accomplish this. It is, in most cases. But when it gets in the way of campaign success, some compromises need to be made.

If you feel restricted by brand writing guidelines that are impeding the success of a promotional piece, don't be afraid to bring this up with your boss or client. Explain your case and negotiate an exception or compromise. Ultimately, everyone wants the promotional piece to be successful. So bending the rules a little is usually not a problem.