f a new assignment comes with a history of successful predecessors, theoretically much of the creative director's job is done. In such a case, it would be a mistake to jeopordize existing momentum by suggesting a new style of writing. Diversion from the established creative direction will devalue the client's investment in a message style the audience already knows. Readers won't connect with the unfamiliar approach as quickly as they did before. Instead, time and attention should be devoted to creating a concept that will best support the current product or service within the style boundaries that are already working well.
When a creative director starts from scratch, determining style becomes a major consideration. Now the job begins by settling on a style of writing that best accommodates both present and future needs. Here, the creative director should prepare a rationale about the chosen style to help keep each new endeavor as consistent as possible.
Before settling on a writing style, think of something unique about the audience.
People feel complimented when someone goes out of their way to understand them. Connecting through a style of writing is a wonderful way to bond with an audience without patronizing them. When considering the uniqueness of a printer's audience, "artistic" came to mind right away. So, without ever explicitly stating that the ad was directed to any specific group, I gave myself permission to use some sensitive alliteration peppered with a bit of hip slang.
The end result, as it should be, is an ad directed to everyone. Just under the surface, though, is enough feel-good vibe to warm the hearts of a primary audience. Such a use of style to improve the performance of a message is well worth the effort because it dramatically increases the odds that the largest group of readers will finish the entire message.