HEADLINES FROM FLOYD

(Click to enlarge image)

Even if you’re a writer or copywriter, thinking visually can be just the thing to generate a fresh idea or creative concept. I know this may seem obvious, but for some writers (myself included) words have usually been the way to solve a communications challenge.

And that’s OK. As writers, words are our creative playground.

There’s a saying I’ve heard that goes something like, “He has to talk to know what he’s thinking.” A similar thing can be said about wordsmiths: “He has to write to know what he’s thinking.” That’s been me much of my career.

For example, when developing concepts for B2B advertising and marketing projects, I’ve often just scribbled raw headlines, taglines and such in stream-of-consciousness fashion. Sometimes for hours at a time. I can usually come up with something. Add a complementary visual or image to a smart headline or slogan and it becomes a snappy ad or perhaps a campaign.

But there’s another way. It’s the way graphic designers and art directors think. Visually.

As the years have gone by, I’ve improved in this area. I’m not great, just better. Sometime I’ll suspend the writing and just think visually. This week, for instance, I came up with the above image idea for a direct-mail piece about a fax-to-email service. The creative director liked it, and after the art director rendered it, I worked on a headline.

I’ve also at times suggested that those talented art people come up with the concepts or a visual direction, and then I’ll write the headlines and copy. This approach can work quite well.