I am not a writer. Why is it that I can write page after page for my blog, but when I get to work, I aggressively avoid writing copy? Lately my lie that “I am not a writer” has bothered me more and more. That is probably the main reason I chose to attend Juliet D’Ambrosio’s “Verbal Brainstorming” session. Here is what I learned from her presentation.

A brand is really just a company’s story. How do you tell that story? Most designers, me included, don’t consider ourselves to be writers. It is easy to make excuses to get out of writing. “I don’t need to. I don’t care what it says as long as it looks great. I’m bad at grammar and spelling. I hate writing. I don’t know where to start.”

Designers outnumber writers 5 to 1 in ad agencies. If that is true, then who is doing the writing? The answer is designers. When faced with the challenge to write, designers can tell powerful stories. We are all excellent communicators graphically, it just takes a little more work for us to write words. The first step is to stop making excuses and take the initiative to want to write. Once you have taken that huge step, here is some advice from Julet:

Start with the real world. Do research. Start by asking questions about things that interest you. Start with a purpose, and reframe the question. Start with your subconscious. Once you get started, you get past the intimidation of the blank page. Start with a typeface. Start with a single word. Instead of an outline, create a storyboard. Tell your own story. Redefine the structure of your story. Put yourself in the reader’s shoes. Avoid saying what the images say. The beauty is in the details. Push your descriptions and dig beyond the expected. Don’t tell boring stories just because your clients are boring. Tell the story through other people’s words. Use facts. Cross-pollinate with other formats. Don’t work too hard. Know when to stop and don’t overwrite. Be mercilessly simple. Share your work with someone you trust and admire. Read out loud. Always present in person. Listen to your clients because they are smart.

Her most important advice was to believe in yourself. You can do it.