Regardless of who the copywriter is on your next project — you, a colleague, a subordinate or a freelancer — make a vow to get or give proper feedback. Note that I said feedback, not criticism.

Feedback, according to Merriam-Webster, is “the transmission of evaluative or corrective information.” Criticism, on the other hand, is “the act of criticizing unfavorably.” (Isn’t that a typical dictionary definition?!) Criticism, in my opinion, does nothing to move the copy forward like feedback does.

Before learning how to use feedback to get great copy, you have to understand that copywriting is never done well when it’s done in a vacuum. Taking the time to get and give feedback — and then using that feedback to refine the copy — always leads to better results.

A couple of years ago I worked on a video script for a major pharmaceutical company. My first draft was solid, however, feedback from the project team really helped me streamline and sharpen the final copy. I’m grateful that the client provided clear and appropriate feedback; some of which was related to things surrounding the brand that I, as a consultant, could not possibly have known.

Here’s how to give the kind of feedback that promotes great copy:

1. When possible, allow the writer to briefly present the copy. Writers make a lot of decisions throughout the copywriting process and likely have a  reason for why they wrote what they did. If you go into the feedback process with insight into the copy process, you’ll at least be able to determine whether or not the writer succeeded in achieving what they said they would.
2. Read the copy to yourself. Not skim. Not scan. Not skip. Read the entire copy through once; then read it again, this time out loud.
3. On the third read-through, put yourself in the reader’s shoes. Ask yourself if the main message is presented early, clearly and succinctly. The copy should always address the benefit(s) to the reader in a way that’s both memorable and easy to understand.
4. Make note of the copy’s positives and start the feedback process there. You or your writer will be more open to hearing and receiving feedback that starts with the positive.
5. Conduct a SWOT analysis, looking for the copy’s strengths, weaknesses, opportunities and threats. During your SWOT analysis, look for common copy mistakes such as vagueness, redundancies and overuse of jargon. Identify any potentially confusing areas, looking to see if the overall flow of the copy makes sense.
6. Watch for your own biases. If you prefer the word “prior” over the word “before,” don’t sweat it. Unless it changes the meaning of the message or is completely off-brand, let it go. Limit your feedback to the messaging of the copy rather than word-for-word commentary. That being said, be as specific as possible in your feedback. Instead of saying, “The copy is boring,” explain the ‘why’ behind your feedback, such as “The copy lacks an emotional connection. Use a success story to illustrate the point.”

So even if you choose to call feedback constructive criticism, make use of these six tips for giving good feedback. Your writer will thank you. But, more importantly, your reader will.

Possibly related posts

• Big copy challenges we don’t talk enough about (0)
• Lessons learned from being burned: How to hire a freelancer or consultant (0)
• It takes time to write well (0)

I think my letter carrier takes the holidays off. I literally got no mail from Dec. 27 through Jan. 2 but, boy oh boy, did the flood hit yesterday. Amidst some bills and checks (thanks, clients), I got an astounding number of direct mail pieces.

Direct mail?

Yeah, those over the age of 40 remember it. It’s the information that comes in the mailbox from companies who do all kinds of clever things to entice you to open it.

Much of what I got was very nicely done: Solid offers. Pleasing visuals. Conversational content. Well branded.

So it didn’t surprise me when I read that the Direct Marketing Association is estimating direct mail marketing to increase by more than $1 billion this year. That’s a RISE of $1 billion, putting the annual total spent on direct mail campaigns at about $45.5 billion in 2010.

Even more impressive is this result from the DMA’s annual study: Non-catalog direct mail returned $15.22 for every dollar spent in 2009. Wowza.

Are you making direct mail part of your 2010 marketing plan? It’s certainly worth considering in light of those astounding numbers don’t you think?

Possibly related posts

• The Search for Relevant Content – Part 2 (0)
• Big copy challenges we don’t talk enough about (0)
• Out with the old, in with the review: The one thing your copy needs from you right now (0)

I’m doing a site audit for a client of mine and naturally it includes a few thoughts on web copy.

While looking for some small business sites within her industry as good examples to share, I was shocked at the number of poorly done web sites from Boston to Seattle.

There were plenty of hideously designed and whiz-bang-whistle, super-flashy sites that took too long to load, but the biggest thing I noticed was how rotten much of the copy is out there. Seriously. Stinky. Rotten.

A good share of it started with something like this:

As a ______ specializing in _______, I know _______. Our well-trained, highly competent staff will _______.  We take every measure to ensure that ___________. As a leading ________, we’re proud to offer ___________.

Aargh.

Investing time and money into a new web site is a challenge, especially for small businesses. I know, it’s something that challenges me, too, as I work to do great work for my clients and have work-life balance. (Finding the right WordPress partner has been a nightmare, but I digress.)

At the very least, though, schedule a semi-annual review of your content. Do an honest assessment of it. Better yet, have someone else do a more objective evaluation. What content should stay? What should go? What should be refreshed? How can you make it happen with your internal teams or an outside partner, such as a freelance web copywriter.

Remember that the web is a significant channel for reaching, communicating and transacting with your customers and potential customers. Strategic, optimized, consistent, on-brand copy will help you leverage the web’s inherent power to influence and persuade. And that, dear readers, is priceless.

P.S. I’m planning my own web site makeover in 2010. Are you?

Possibly related posts

• Big copy challenges we don’t talk enough about (0)
• Asking Questions Is Key to Finding Answers (0)
• Where’s the information? (Web content mistakes and how to avoid them.) (0)

The all-time favorite question of kids everywhere is, “But, why?”

Every mom, dad, aunt, uncle, babysitter or neighbor who’s been inundated with “But, why?” will invariably answer (usually out of sheer frustration), “Because.”

But when it comes to branding, marketing and strategic communications, asking “But, why?” is not only important, it’s essential.

Talk to any of my clients, and you’ll quickly find that I like to ask questions. A lot of questions. (I consider it a badge of honor that in my former life as a corporate communicator, I got kicked off a strategic planning team for being “too enthusiastic” and “generating too many ideas” with my questions!)

For me, asking questions is absolutely necessary for me to do my job. I typically ask more questions than a lot of my clients expect, and certainly more than they have answers for.

I don’t expect them to know the answer to every question I ask. That’s part of what we work through together. It’s the thinking part of strategic communications.

We ask questions, explore various answers, and then come up with the best solution to the problem.

When it comes to marketing and communicating your business or product, become a bit childish by continually ask “But, why?” – and do so without settling for the pat answer, “Because.”

“Because” may get you a pretty brochure or a new web site, but, I promise it will never get you more sales leads, new customers or top-of-mind name awareness.

For that, dear readers, you must ask, “But, why?” until you can ask it no more.

Possibly related posts

• Big copy challenges we don’t talk enough about (0)
• Have you looked at your content lately? (0)
• The Search for Relevant Content – Part 2 (0)