I’ve had the honor of consulting and providing copy for an East Coast-based medical IT firm for a couple of years now. They are wonderful clients, and it’s satisfying to help them with their creative. This is a bit of a departure for me as I have worked with a wide variety clients from Disney to music instrument distributors to photographers wanting to set up an engaging website. But I’ve enjoyed the opportunity of messaging for a B2B reaching out to medical professions.
They are a start up and so we’re developing their branding from a blank page, which I love. I work to give them a definitive voice that’s consistent, exudes competence, and most of all, human. This has included everything from as big as their website copy to helping with a two-paragraph email!
Recently they needed help with signage to dress up their trade show booth. They gave me a list of products and services they wanted up on it, and I wrote the copy. They loved the copy, but as we went through the design process, and as I worked with the producer, the artist, and the client, we realized the copy needed whittling down. I was happy to do it. And then I did it again. Then again… and in the end? Very little of my copy ended up on the final piece.
What do I think about this? I think it’s great. I think it’s great because the final poster worked. That’s all that matters. It doesn’t matter who has what idea, who does what, what gets left on the cutting room floor, or even if the process zigs and zags.
We had to go through the process we did to get to the success of effective messaging. It’s a journey and a destination, and you can’t have one without the other.