Copy Edits, Legal Notices, & Ransom Notes

January 13, 2012 by Taylor Studios in Other

I recently received exhibit label revisions/edits from a client. The revisions arrived in a beat up manila envelope compliments of the USPS. Exhibit label revisions are client reactions and responses to a draft of exhibit text that I have written and sent along for review. Revisions can be submitted to us digitally, through a “track changes” format, or submitted in more of a 20th-century fashion: mailing a copy of the text document (enclosed in a manila envelope) with comments written directly on the document.

The manila envelope submittal is far-and-away the more intimidating of the two client options. Opening a manila envelope is similar to opening a ransom note or opening a legal document notifying you that your degree has been revoked because it was recently discovered you fell a credit short 20 years ago.

So, why fear the manila?

Revisions and edits in the “track changes” format are organized, systematic, and color-coded. Client edits and suggestions are conveyed in a seemingly measured, civil tone. Depth of client disapproval is negligible, mitigated by the uniformity of the type written word, gently enclosed in a pleasant neon thought bubble or digital sticky note. In comparison, client edits and suggestions of the manila envelope variety may appear haphazard, written in a variety of pens, markers, and Sharpies, sometimes illegible, often scratched out, occasionally all caps. And, I believe (unscientifically) that I can determine depth of disapproval by how deeply a comment has been embedded or “engraved” into the document.

Upon opening this most recent manila package, I glanced nervously over the first page. In big red sharpie, scrawled in the margin, accompanied by big red arrows, I see the words “What were you thinking?”

Now this statement could mean two things. It could mean “Oh, what an interesting and provocative insight, how did you think this up?” Or, it could mean, “What in God’s name possessed you to think this?” A little follow-up with the client revealed it was, indeed, the first meaning.

Copywriting is often a chaotic, time-consuming process. Passions tend to run high. However, when it is done properly, it is extremely satisfying work. Engaging label text can lift a mediocre exhibit into an excellent exhibit. I keep this in mind each time I receive a manila envelope in the mail.