I’m no lawyer, but I’ve had to work with a few over the years as part of the sign off process for communication materials and marketing campaigns. I’ve butted heads on more than one occasion, so I thought I’d share some wisdom for getting lawyer approval on your marketing collateral:
Firstly get to know the lawyer or risk manager in your company. Give him/her a general overview of the types of marketing activities you do, so they can understand the bigger picture.
Lawyers deal with dry legal documents all day, so marketing materials are often a welcome distraction from the mundane. It brings out their creative side and some lawyers will try to re-write copy because they want to get involved and not for any legal reason. Make sure any changes are for legal reasons only. Remember you are the marketer.
Make sure you can back up any of the statements you make in your marketing communications. You’ll never get “guaranteed” or “we’re the best…” or “we’re the largest…” past your lawyer if you can’t substantiate it.
Be prepared to compromise. You might need to re-word something slightly, but if it’s not going to destroy the message then don’t worry about it.
Be up front with terms and conditions in your main body copy, as lawyers will try to insert disclaimers and small print on your beautifully designed artwork.
Think through “what if” scenarios and have the answers before you present your artwork to your lawyer. They will always approach your material from a negative point of view. Not because they are negative people, but they are paid to advise the company on potential risks.
Know the rules of what you can and can’t say for your particular product type or industry. You will only irritate a lawyer if you keep making the same mistakes over again.
And lastly, if you think your campaign may be a risky one, get your lawyer involved early on in the design process. It will save you a lot of time, money and energy later on.
If you’re looking for a skilled copywriter with plenty of corporate experience, then consider CraftWrite for your next job. Contact jill@craftwrite.com.au
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