When you’ve hired a copywriter, you want to get value for your investment. And quite right, too. You want to walk away feeling like they’ve written the words you couldn’t write and uncovered the hidden gems in your business. You want to feel excited about showing your new copy to the world.
But sometimes, the first version your copywriter sends through doesn’t make you feel any of those things.
There is no need to panic or feel downhearted. Here are some helpful tips on giving your copywriter feedback so that the final draft has you saying, “Yes, that’s it!”
1. Don’t expect your copywriter to get it perfect on the first draft
When I got my website designed, I didn’t expect the first concept to be the final concept. I expected to go through some revisions and you need to have the same mindset with your copywriting.
Thanks to my detailed copywriting brief, the first draft I send to my clients is usually close to what they want. It doesn’t always happen, though. Sometimes, I get to a stage in the copywriting process where I’m not sure if I’m on the right track. I need my client’s input before I go on to spend more time editing the copy.
Revisions are part of the normal copywriting process, which is why they’re factored into your quote. Copywrite Matters includes two rounds of revisions as standard, rather than just one, to ensure there is enough scope to get it right.
2. Read your copy through twice before you start making notes
It’s really tempting to jump in with your comments but it’s important to read through your copy at least once before you go into feedback mode. That feature you think is missing might just be in the next paragraph. That headline might be written that way quite deliberately.
I actually suggest reading your copy twice because you probably skimmed a little in the first read-through. If you have the luxury of time, give your copywriting some more time to breathe, rather than rushing straight into your revisions.
3. Let them know the good with the bad
As you read through your copywriting, take note of the phrases and sections you love as well as the sections you’re not so hot on. Spend time thinking about why you feel the way you do.
Is it because the information isn’t accurate, or because your copywriter has misinterpreted the brief? Or maybe they haven’t captured the right tone.
Highlighting the copywriting you love (or at least like) isn’t blowing smoke up your copywriter’s *ahem*. Instead, you’re giving your copywriter some clues about the aspects they can apply to the sections that still need some work.
4. Don’t try to rewrite the copy
It’s important to remember why you hired a copywriter in the first place. Unless there are terms that are incorrect, don’t spend your time trying to come up with new copy. Telling your copywriter where they are going off track (see step 3) and why it’s not quite right is enough for them to make the changes needed. Communicating your ideas is essential so if writing your feedback down isn’t really the best way for you to do that, jump on the phone to chat through your thoughts.
What have your experiences been with giving feedback to people? I’d also love to hear how other copywriters manage the revision process!
The Copy Detective
3 Responses
Also, sometimes it can be helpful to remember that a copywriter is an expert in their field, so trust their judgement more often than not, when it comes to the words. Great post!
*applauds* Just like McCain… you’ve done it again 🙂 Some excellent pointers Belinda – couldn’t disagree with a single thing. This one will definitely be shared with my audience.
Thanks Anna! I have been noticing the different approaches to revisions different clients take and pondered that a big of guidance might make the process a little easier (for both of us ;)).