5 Tips for giving constructive copy feedback

You’re in the business of delivering high-caliber content, which is why you hired a strong copywriter to help you craft it. Now that you have the right person for the job, all you need is a solid feedback process to set you up for success. 

No one wants to subject themselves or their collaborators to endless rounds of revisions, hurt feelings or missed deadlines. You can avoid these uncomfortable situations and more by following these five pro-tips for delivering constructive feedback. 

1. Clearly communicate goals and requirements upfront 

We’re all in the communication business, so communicating to your copywriter is easy, right? 

Ehh, even between messaging pros, things can get lost in translation. To set you and your copywriter up for success, it’s important to clearly articulate your needs and goals before they dive into writing. 

This may include providing additional resources beyond the scope of the content needs. For instance, the client’s existing website, marketing collateral or supporting research are all reference materials that can help your writer nail the message you want. When they understand the project’s objective and have pertinent background information to help them fill in the gaps, they won’t be left to guess what you or your client want. 

2. Be trusting and open to ideas 

Whether they’re an internal copywriter or someone you contract with, chances are you’ve hired this person because you like their work. Most copywriters don’t acquire clients without having the talent to earn their business, so let’s remember they’ve got skills you can count on.

While it’s your job to review all written content with a critical eye to ensure it meets you and your clients’ standards, enter into the process with trust and an open mind. With clear communication and guidance, your copywriter may not only deliver quality copy, but contribute ideas that add even greater value to your content. Be receptive to their perspectives and you may walk away with a piece even better than what you initially asked for. 

3. Communicate thoughts clearly through comments, emails with a bulleted list, etc.

Building off tip number one, clear communication is crucial from start to finish. Changes are inevitable, so it’s important to communicate these throughout the process to your copywriter. 

Every messaging agency and copywriter has their own platforms and tools for sharing and collaborating on content but regardless of which you use, you’ll want to be sure you express your thoughts and instructions clearly. The more detail, the better so you have a record of exactly what you requested and they have concrete guidance to implement those changes. 

4. Build in time for changes 

Like we said, revisions are a certainty in the writing process. Whether the client requests edits or completely changes course (😱), or you’re struck with a stroke of genius and want to try something new, there’s going to be back-and-forth on the copy. There just is. 

When you build out your project timeframe and budget, remember to account for the extra time it will take to make these revisions. This way, you won’t be up against the clock, frantically asking your copywriter to make edits and hoping they get to them in time. 

5. Lead with compassion and clarity

At Murphy Marketing, one of our core values is leading with compassion. This helps inform the way we create content and interact with each other and our clients. 

Empathy enables us to put ourselves in someone else’s shoes, but compassion goes even further. Before you fire off those tracked changes and comments, consider how your feedback may affect your writer. Receiving feedback can be tough, so try to deliver it in a way that you’d want to receive it. 

Try consolidating your comments as best you can and using positive framing whenever possible. Start with praise by highlighting what’s working in the copy and give clear, encouraging comments that articulate the changes you’d like to see. 

If you find yourself over-commenting, try letting some things go. Focus on the top three things that could really boost the piece so that you don’t cause overwhelm and help them make improvements on what’s most important. 

Don’t have a go-to copywriter you can trust? We’ve got you covered. Give us a call (770-615-8513) and we’ll connect you with one of our talented content writers who can help you get the words right.