The title of this blog is “How to give your copywriter feedback” – although perhaps it should be “How to give your copywriter feedback that is so constructive and inspiring, they’ll immediately rush off and start typing furiously*.”
It’s worth noting that the need for multiple revisions can often be negated by ensuring you’ve given your agency/copywriters a good brief.
Having worked with agencies for a good while now, I’m all too familiar with more nebulous feedback like “The client doesn’t like this.” The conversation usually goes like this:
AGENCY: The client doesn’t like this.
ME: No problem, I’ll amend it. Did they say what they didn’t like specifically?
AGENCY: No.
ME: Did they recommend something they’d like to see instead?
AGENCY: No.
ME: Do you know if it was the tone of voice, the content, the particular wording or something else entirely they didn’t like?
AGENCY: No.
So how can we avoid this scenario and the ensuing head-scratching and guesswork? Here are my five tips on how to give your copywriter great feedback – even if you don’t like the work?
Be clear
Your copywriter is highly unlikely** to break down into tears if you say you don’t like their copy. If something’s not working for you, be clear about it – but also be clear about what you’d like to see instead. It’s not enough to say you simply don’t like it – but being constructive about what you think could improve it will ensure everyone is on the same page.
Explain why
It makes a world of difference when a copywriter knows why they can’t do something. Keeping an open dialogue fosters mutual trust and respect – so you can both do your jobs in synch, rather than simply issuing a command without an explanation. Of course, there’s no obligation to do this, but, as a copywriter, I can confirm it makes a world of difference to know why something needs to be written a certain way or why we can’t use certain wording. It can also help ensure consistency. For example, if I know the client can’t use the word “starfish” in the copy, I can make sure it isn’t present in any of the copy I write.
A little praise goes a long way
If you do like something, a small comment in a Word document goes a long way to making your copywriter’s day.*** It also ensures you’ll get more of what you like in the future. Plus, your writer has likely worked very hard. It’s nice to acknowledge that.
Keep the goal in mind
Maybe the copy doesn’t speak to you personally – but are you the ideal client? It’s fine to have personal preferences, but it’s good to keep the goal in mind – and to ensure your feedback is in line with the overall strategy.
Give written and verbal feedback
Now, I appreciate when you’re flat out at work this isn’t always possible. And it may also depend on your copywriter’s preferred way to receive feedback. I like both – I think a meeting works very well in tandem with written feedback. But, if my clients are pushed for time, I far prefer to receive written feedback. Whether that’s comments in a Word document or an email full of suggested amends or just some scribbled suggestions on a piece of paper, I digest comments far better if they’re written down – and can then action them. This is different for everyone, of course, as we all communicate in different ways. But ensuring you deliver feedback in a way your copywriter can understand is essential.
Hopefully that was somewhat helpful – whether you’re got feedback to deliver now or in the future.
And, if you’re an agency looking for freelance copy support, feel free to send me an interesting message.
* probably. Possibly not. They may have other things to do, like make a cup of tea, before they start typing furiously.
** probably. There might be some misty-eyed sniffling if they were particularly proud of their work.
*** probably. It almost definitely will make mine. There might even be some whooping and cheering.
Leave a Reply