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.

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I’ve been paying attention to how everyone from clients to clergy and teachers to toddlers communicate. And one thing I’ve noticed is that those who incorporate a personal story (theirs or someone else’s) capture — and retain — their audience’s interest.

Telling a personal story (and by personal, I mean sharing an experience related to what’s being shared with the audience) helps create an emotional connection between you and your audience. It puts your message into context but it does so in a way that’s relevant, engaging and memorable to the reader or listener.

Need some inspiration for how to infuse a little human interest into your copy? Read a newspaper, listen to a sermon, visit with a former soldier, or ask a child what they want to be when they grow up and why.

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Get Great Copy Shortcut #6

Sitting. Staring. Cursor flashing.

Almost nothing is more intimidating than a blank page and an equally blank mind.

Which is why I employ one of my favorite shortcuts … the nano-brainstorm. This shortcut is especially good for short, pithy bits of copy, headlines and taglines.

Here’s how it works:

1. Open a blank document and save it. (I’m a frequent saver.)

2. Open a browser window to Google.

3. Set a timer for 5 minutes. No more. No less.

4. Google the keyword(s) of your topic “+ quotes poems songs” and press enter.

5. Quickly click in and go through some of the results. When you see something that inspires you, toggle to your document and copy the text over or type the words in. Continue until you hear:

* DING * Time’s up.

1. Reset the timer for 5 minutes. No more. No less.

2. Now start typing variations of your own. Keep going until you hear:

* DING * Time’s up.

Start a fresh document and continue with your writing project. Make sure to keep your filled up nano-brainstorm document just in case there are some reusable ideas.

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I’m a creative communications opinionator. I tell people what I think of their marcom, newsletters, press releases and web content based on my 23 years of professional experience in featuring writing, PR and interactive copywriting.

Which is why I was thrilled to be asked my opinion for this year’s Web Marketing Association WebAwards. I gave a critical eye and honest opinion of more than two dozen interactive sites.

Some were for well-known brands. Some were not. But throughout the judging process I saw the good, the bad and the ugly.

So where did the bad and the ugly go wrong? Many in design and navigation, but most with content.

Although I’ve blogged about content mistakes before, let’s look at the top three things that make web content suck – and how to avoid them.

Mistake #1 – Not Being Conversational

Although brochureware sites are oh-so-1997, some companies still employ the technique. Or, worse, they write as though they are some kind of 1970s esoteric marketer:

“Welcome to our virtual oasis on the worldwide web, where you are free to browse at your leisure from the comfort of your home or office.”

Who talks like that? Nobody.

The whole idea behind “conversational” is that it’s an informal exchange of dialogue. You say something. They say something. See how it works?

Of course, your site visitor won’t talk back (well, they may on Twitter or Facebook) but you can act as if you’re having a real conversation. You can approach your content as though you’re talking to real people about things that matter to them.

Mistake #2 – Being Too Wordy

This isn’t a long vs. short copy question. No, too wordy, simply means using more words than you have to in order to say something.

My husband is famous for being, um, shall we say a bit windy? He’ll say something. Then say it again. And again. And yet again.

Unfortunately, the punch of what he originally said (which is usually quite smart) gets lost in the retelling.

Say what needs to be said. Then stop. This goes for the home page as well as the FAQs.

Mistake #3 – Not Being Relevant

I already wrote a six-part series on relevant content, so let me remind you that great web content (i.e., non-sucky web content) has to mean something to the reader.

Web content should answer all the questions a site visitor could have – and then some. I call these the unarticulated needs.

Lose the fluff and tell the reader what they want to know.

How does your copy fare? For more tips on getting great copy, take my quiz, the Get Great Copy Reality Check.

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