New Project Hints: Keep it Simple

So many times I work on a project where the manager does an information dump upon the writers as a way to get us to organize the work or because they want to give us every scrap of information on the project they have even before they or we understand what is expected from us.

I wish they would understand that you have to start off with baby steps when you're doing a complicated project. Managers can add new material, charts, spreadsheets, etc once the basics of the project have been absorbed.

It's like being given the responsibility to make a seven-course meal for 20 with no menu, just 20 boxes or bags of ingredients from lemon curd to shitake mushrooms.

I have managed a few projects in the past, and written copy for many complicated projects. I have a few tips for anyone starting up a project. Most of them will be a variation on the same theme: keep it simple.  I may revisit this title again but for now, here's two mighty important tips that will help your writers known what's expected, which means you'll meet your client deadlines.

1) Boil the project down to one concentrated paragraph. 

This project is to write ad copy for a catalog that sells high-end women's clothing for the 18-50 age group with sizes that range from 2 to 18. This catalog is written with a light, funky and amusing tone and product information is shown in bulleted lists. Total word count per item is 150 words and split into one 100-word description and one bulleted list of approximately 50 words.

2) Give an example to your copywriters.


One example is more effective than 200 pages of guidelines.

Blaine Berrywhite’s gorgeous long-sleeve polka-dot dress looks innocent enough until you realize the skirt is split on two sides right up to the hip and a matching peek-a-boo panty that snaps into place (so you stay a lady even if the wind blows).  What you’ll love about this dress is the synthetic-blend fabric (yes you will) that mimics your three most favorite fabrics in the world: cotton, linen and silk. The difference is with this luxury engineered fabric, you don’t get wrinkles, or booty clinging or see-through visual effects that make you look as naked as a full body scanner does in the airport.

•    Classic jewel neckline with roled edge

•    Long sleeves with cuffs

•    Pearl buttons on cuffs (2 per sleeve) 

•    Matching belt with leather and metal clasp

•    Pearl buttons cover clasp seam

•    Matching panty snaps into place

•    Double French seams

•    Bodice is lined in cotton batiste

•    Fit and flair style

•    Princess seams

•    Made in France

•    Dry clean only


If I had been given this information for a project, I would now feel very comfortable about taking on the assignment.  I'd know the format and the focus and the demographic and the tone. Once I understood the basics, I could expand my knowledge to other guidelines or recommendations, but for now I'd be able to crank out copy and be fairly sure I was doing it correctly.