A creative team that’s been around the block several times can save you precious time. Dollar for dollar, these creatives also give you the most for your money. And they protect you from costly mistakes racked up by well-meaning but untested novices.

Renowned copywriter Robert Lerose, who specializes in direct response advertising, and William Fridrich, who co-invented the “magalog” direct mail promotion, have more than 50 years of combined experience. They recently co-authored a practical, authoritative brochure titled “How Successful Clients, Copywriters, and Designers Work Together.” Here are four promotional copywriting tips from the piece that owners and managers of growing businesses should take to heart before developing a creative direct mail campaign:

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1. Supply the copywriter with all the research he or she needs. More than ever, today’s promotions and ads are sold on proof. Establishing that proof means marshalling facts. Give your copywriter a full set of background material at the start of the assignment. You’ll save valuable time and accelerate the creative process. Often, the research is right in your office or easily accessible by your staff.

2. Make key people available for interviews. Let the copywriter talk to and interview the essential people in your organization: the product manager, marketing director, salespeople, editors, head of the company, and even your customers and clients — everyone connected with the sales story you’re telling. Many times these conversations lead to surprising headlines, body copy, and sales angles.

3. Give the copywriter a realistic, reasonable deadline. Pulling all-nighters and dramatically delivering copy minutes before it’s due might make for good storytelling on the big screen, but in real life it frequently means mistakes, slapdash work, and ill-considered decisions. Establish a mutually agreeable date, then adhere to it.

4. When critiquing copy, give specific reasons why something doesn’t work. Giving specific comments helps the copywriter fix the things that need fixing, quickly and efficiently. General comments such as “It doesn’t grab me” don’t provide guidance. The copywriter isn’t a mind reader. The clearer you are, the faster he or she can give you what you need.

To obtain a copy of the free brochure “How Successful Clients, Copywriters, and Designers Work Together,” email Robert Lerose at robertler@optonline.net, or visit the Web site for William Fridrich Design, fridrichdesign.com.

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