It’s a lesson I had to re-learn recently: well-designed marketing collateral, no matter if it appears on a screen or on a brochure, always starts with good copy.

I’ve often referred to myself as an accidental designer. I’m primarily a writer, but I absorbed my meager graphic skills by first editing screen captures for software user guides, then by inching into more difficult design and layout challenges, which included interactive multimedia and video production. But just as you can’t make a good movie without an excellent screenplay, you can’t make well-designed collateral without first having excellent copy.