How to Give Feedback to a Copywriter: The Ultimate Guide

Giving feedback to a Copywriter can be difficult – take my hand, you’ve got this

*Ping* what’s that in your inbox? It’s an email titled ‘First Draft’ from your Copywriter – how exciting!

After having a fantastic chemistry call and providing your Copywriter with a detailed brief, you’re really looking forward to reading their first draft.

You give it a read through and realise, oh. It doesn’t quite hit the mark. What’s that icky feeling in your stomach…?

Don’t panic!

A first draft is just that – a first attempt, an initial sketch, an opening swing that will inevitably miss.

Nothing is perfect the first-time round. Copywriting is a deeply collaborative process; now’s your chance to have your say and help your Copywriter hit the bullseye on the next draft.

It’s feedback time.

Why is it important to give my Copywriter feedback?

Copywriters are masters of the written word, SEO geeks, storytellers, and know what makes humans tick. However, Copywriters aren’t mind readers (shocker!)

Your Copywriter wants the very best for this project and for your organisation. They want this piece to perform well and genuinely benefit the reader. They want to impress you and give you something you can be proud to publish! But, they will never achieve these goals if you don’t give them clear, specific, useful feedback.

Your feedback is pivotal to informing the creative and technical direction of the piece. Without feedback, your Copywriter would be entirely disarmed. Your feedback is more than a guide; your feedback is like an orchestral conductor! A conductor doesn’t pluck the strings, blow the trumpets, or even write the music. But, the conductor is essential! Conductors develop a vision for the overall piece and communicate to the orchestra the tempo, dynamics, and emotion of the music. This is exactly your task when giving feedback to your Copywriter!

It's time to pick up your metaphorical conductor’s baton and compose some exceptionally useful feedback.

How do I give feedback to a Copywriter?

Agreeing upon a method of feedback

Some Copywriters may have a specific method by which they prefer to receive feedback, others are more flexible. It’s important to establish a method of feedback early on so that there are no unnecessary delays.

Personally, I prefer one of two methods:

1)      Google Docs comments – I set up my clients as a ‘commentor’ on any drafts that I send them via Google Docs. Clients can simply add comments in particular areas of the document without editing the work itself. The Google Doc Editor’s Guide provides steps on exactly how to do this.

2)      Emailing a list of comments – some clients find it suits their process better to simply write a list of comments and email it to me. This is just as good as commenting directly on the document and works equally as well.

Reviewing the copy

It’s time to get into the shoes of your audience and read the copy as if you are freshly coming across it, via the customer journey that you have previously decided on.

1)      Read the copy more than once.

a.       The first time you read it, don’t worry about making notes. Think about how the copy is making you feel, what it is making you visualise, and your overall first impression.

b.       The second and subsequent times, make notes as you go through the document. This can be rough and haphazard at first – just get all your thoughts onto paper!

c.       On your final read, make sure your notes are clear, precise, and include actionable steps for your copywriter.

2)      Involve the team.

a.       If more than one person in your business is reviewing the copy, there may be different opinions on it. It's important to send your Copywriter thorough feedback that you all agree on as a team, so that the Copywriter can move forward with the revisions in total harmony. Make sure you’ve ironed out any conflicting feedback before returning it to your Copywriter.

3)      Don’t hold back.

a.       Your Copywriter’s feelings aren’t going to get hurt by your honest, thorough feedback. Your Copywriter wants the best for this piece, just like you do. Of course, don’t be rude (I’m sure you wouldn’t do that!) but be very precise about exactly what you like and what needs improving. The clearer you are, the better work your Copywriter can produce.

b.       If you’re concerned about coming across as too harsh, here’s a handy method I learned in primary school; two stars and a rocket. Say two things that you liked for every one item that needs improvement. Simple!

What to give feedback on

Not sure what to do first? Let’s start at the very beginning (a very good place to start).

1)      Consult the brief

a.       Does this copy meet the aims of the brief?

b.       Does this copy include everything you requested?

c.       Does this copy include anything you didn’t want included?

2)      Read it from your audience’s perspective.

a.       Does this copy serve your audience? If not, be specific as to why not.

b.       Is there anything your audience would struggle to understand?

3)      What did you like? Why did you like it?

4)      What didn't you like? - can you be specific about what you didn't like? If there's a problem, can you think of a solution?

5)      Clarity and accuracy - is the information clear and correct?

6)      Words and language - are they right for your brand/audience?

7)      Tone of voice - does the writing style suit your brand?

8)      Communication - do the key messages come across well?

9)      Call to action - is it clear what you want your audience to do next?

10)   Spelling and grammar mistakes – it’s not your job to proofread, but if you spot something that’s not quite right, let your Copywriter know!

Producing first-class feedback

Now you know how to give feedback to a Copywriter, it’s time to put your newly-learned skills into action.

There’s no better feeling for a Copywriter when their dream client gives them practical, action-able feedback. There’s no better feeling for a client when their Copywriter sends them a perfectly-polished final draft that hits every point on the brief, and truly captures the brand.

If you follow the steps outlined in this guide, you too can experience the feeling of receiving tailor-made, flawless copy into your inbox.

Are you looking for a Copywriter to make your written content dreams come true?

Then look no further - I’d be delighted to join you on your journey to impactful online copy!

If you found this guide to giving feedback to a Copywriter helpful, and gel with my approach to collaborative copywriting, then we’d make an unstoppable team! Drop me a quick message to schedule a Chemistry Call where we can discuss all your copywriting needs.