Ernest Hemingway famously said that “The first draft of anything is shit.”
While this isn’t necessarily true in the literal sense, good old Ernie does make a compelling point.
If your copywriter has a strong brief and asks the right questions, they should be able to produce a reasonably strong draft. That said, copywriters aren’t mind-readers, and it’s unlikely they’ll get everything exactly right the first time round. Which is why good feedback is so important.
So how can you make sure you give clear, constructive feedback that helps your copywriter hit the mark?
What makes copy ‘great’?
Being able to identify what’s good (and what’s wrong) about a piece of copy is the key to good feedback. So before we dive into the specifics of giving feedback, it’s worth addressing this all-important question.
Tom Albrighton’s definition of copywriting is a good starting point:
“Copywriting is like a bridge. On one side is the person who will read your copy. On the other side is you, along with whatever you’re selling. Your job is to get the reader to cross the bridge and give it a try.”
If we break this down, it’s clear great copy has to accomplish three main goals. It should:
Explain to your prospects how buying your product or service will make their lives better
Use language that strikes the right chord and persuades them to take action
Position your company a certain way. For example, you might want to come across as a professional and no-nonsense type. Or, alternatively, you might want your customers to think of you as chatty and approachable
Put more simply, great copy is about presenting a strong message in a way that is compelling to the audience you want to reach.
This means flowery prose — or even grammatical accuracy — aren’t necessarily the way to go. Otherwise, iconic campaigns like Heinz’s Beanz Meanz Heinz, or Apple’s Think Different, would’ve never made it to print.
More to the point, the fact that you don’t like the copy doesn’t in and of itself make it bad. Perhaps, it’s not resonating with you because you’re not the target audience. And that’s actually a great sign — effective copy doesn’t just attract the right customers, it should also keep away those who aren’t a good fit.
Five tips for more effective copywriting feedback
You should now be clearer about the building blocks of great copy. So when does copy require tweaking? And what’s the best way to give your copywriter feedback?
Typically, copy needs to be edited for one or more of these three reasons:
It’s not on brand, This might happen if the copy contains jokes or puns when you wanted it to sound serious, for instance
It’s sending the wrong message, for example because the main focus is on your competitive pricing when you’d rather emphasise your proprietary technology
There are factual inaccuracies
Here are a few tips on breaking the news to your copywriter so they can fix the issues and whip your copy into shape.
1. Be as specific as you can
What exactly is wrong with the copy?
“I don’t like this” or “Make it punchier” aren’t particularly enlightening. So your copywriter will be none the wiser as to what they need to do for the copy to hit the mark.
In comparison, the more detailed and specific you are, the easier your copywriter’s job will be. Try highlighting specific phrases or paragraphs you think need work, and say things like “Can you change this to X?”
If you’re unsure how to explain, providing examples of copy that are similar to what you’re after can help steer your copywriter in the right direction.
2. Review and consolidate your comments wherever possible
While there are instances when one round of revisions isn’t enough — at Rocksalt, we offer two rounds of revisions as standard: one for major edits and another for final minor tweaks — it’s more efficient for everyone if your copywriter can tackle the bulk of the feedback in one go.
There are two good reasons for this.
Firstly, it forces everyone to focus on what’s important instead of wasting energy on what could well be minor issues.
Secondly, having someone consolidate feedback helps avoid situations where one person’s comments contradict another’s. This is crucial, because your copywriter can’t edit effectively without clear guidance.
3. Frame things positively
Feedback is a fact of daily life for copywriters. But we’re human too. So, while there’s no need to walk on eggshells when critiquing our copy, putting some thought into your phrasing goes a long way.
Saying “You missed A, B, and C!” for example, or the classic “You can’t start a sentence with ‘And’!” will put your copywriter on the defensive. And that’s not conducive to good work.
Instead, try taking a different tack. “I’d prefer not to start sentences with conjunctions” or “Can we include A, B and C?” get the same message across without making your copywriter feel like their ability is on trial.
It’s also worth noting that things tend to sound harsher than intended when you put them in writing. With this in mind, it’s a good idea to give your comments a once over before you press send.
4. Be realistic
It’s your copywriter’s job to understand the brief, ask the right questions, and craft compelling copy.
That said, copywriting doesn’t happen in a vacuum. The subject-matter, the conditions under which the copy has to be created, and your budget all influence the quality of the work.
Case in point, if it’s a niche topic, there’s a dearth of research, and it’s not possible to interview a subject-matter expert, it’ll be hard for your copywriter to deliver insightful, original copy. Similarly, a quirky, funny tone may not work well if the subject-matter is serious, for example because the copy is for a cancer awareness charity.
Ultimately, even the best copywriters can only work with the information they have at their disposal.
5. Trust your copywriter’s judgement
Would you challenge your plumber on the amount of insulation they used? Or your solicitor over which legal precedents they chose to build your case around?
It’s worth applying this same logic to when it comes to reviewing and revising copy.
Your copywriter can’t do their job well without your input. At the same time, they’re an expert in business communications. Which is why you hired them in the first place.
So while you should be happy with the copy, it pays to approach their suggestions with an open mind. They come from studying the craft and hard-won experience.
All great writing is rewriting
Judicious editing can be the difference between great copy and copy that falls flat on its face. Which is why the quality of your feedback is so crucial. As legendary copywriter Joseph Sugarman puts it:
“... it is in the editing process that you turn that raw emotional outpouring of thoughts and ideas into a polished, harmonious, resonant tuning fork that will vibrate perfectly with your prospect…”
Knowing what to look out for when reviewing copy and communicating it clearly and constructively will help you get the best out of your copywriter. And if you set your copywriter up to do their best work, your copy will deliver better results every time.
What are your thoughts on giving copywriting feedback? Do you have burning questions or things you struggle with?
Sound off in the comments or tweet at us.
