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:
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
