Is it worthwhile to spend a lot of money on designing a Web site or publication but nothing on editorial content? Many people apparently think so. But unless their staff includes writers and editors with publication experience (not just people who write as part of their job), these people are thinking wishfully.

We respect and admire good design. It draws readers in, creates an image, and organizes information. But when it’s paired with dull, muddled, poorly written copy that doesn’t engage its audience, the resulting publication communicates that the organization values style over substance, doesn’t respect its audience’s intelligence, or has nothing important to say—in other words, that it’s all hat, no cattle.

Organizations may think they can’t afford both good design and good copy: in truth, they can’t afford to invest in just one of them. Design and copy must be equal partners for the message to come through loud and clear. A fancy publication or Web site is a waste of money unless it helps deliver information by drawing readers into copy that speaks to them.

So how do you deal with budget pressures? In most cases you can cut costs without reducing effectiveness by developing copy and design together from the outset, and by opting for a well-tailored, quietly professional design over a Flash-laden Web site with custom software or a four-color print piece on expensive paper. And remind everyone concerned that you can’t rely on an empty Stetson to rope in your prospects. From the December 2003 issue of Words That Work.