Business owner learning how to give copywriting feedback correctly

With most writers (like yours truly) offering a couple of rounds of edits with their services, copywriting feedback happens when they send you a spanking new first draft.

But how do you give feedback to a copywriter that goes beyond ‘I (don’t) like it’?

First of all, let me tell you why it’s such an important step.

Why clear copywriting feedback is key

Because the first draft is only meant to be… a first draft.

You might think I’m stating the obvious, but some clients who are working with a copywriter for the very first time often expect to receive a first draft that’s also the final one.

Don’t get me wrong: it has actually happened to me a few times, but it’s the exception that confirms the rule, especially when it comes to website copy.

Why? Because a first draft is meant to be 90 or 95% there, but there will always be some passages or concepts that need tweaking.

However, if you tell your writer ‘I just don’t like it’ without providing them with actionable copywriting feedback, how can they know how to edit this first draft?

As always, clear communication is essential.

Here are a few tips on how to give copywriting feedback without making a writer want to bash their own head (or, worse, yours) against the keyboard.

Only kidding.

(Or am I?)

How to give feedback to a copywriter to help them implement the right edits: 7 tips

So, you’ve received the first draft from your copywriter. What now?

1. Reread your copywriter’s first draft at least twice

Business owner reading a draft before giving copywriting feedback

It might be tempting to start adding Google Docs comments as you read it.

However, much like the first viewing of The Sixth Sense, it will all make sense when you get to the end.

Or a concept that you thought your writer forgot about might actually appear in the following section.

That’s why I always recommend reading the entire first draft once and then starting to think of feedback and adding comments when you reread it.

2. As they say, ‘don’t try this at home’

From what I’ve seen online and talking to other fellow copywriters, some clients occasionally decide to tweak the first draft themselves.

Quoting Michael Scott:

If you were thinking of doing this because you feel awkward or guilty about giving feedback, just remember that this is a normal and essential part of the process. That’s why copywriters offer a couple of rounds of revisions! Don’t feel bad.

If, on the contrary, you were planning on editing it yourself because you can’t wait to upload it or you think you know better... why would you since you have a chance to work with a professional? And you don’t need to pay extra for these edits?

WHY?!

Seriously, though: it’s our job. It’s what we’ve been doing every day for years.

Without sounding too cocky, make the most of our expertise instead of spoiling the broth by trying to do it yourself despite not being a copywriter.

3. Honour the initial brief

Hopefully, before working with a copywriter, you’ve filled up a brief or project planner (if you haven’t and don’t know where to start, here’s how to write a copywriting brief).

Intergalactic emergencies and natural disasters aside, that brief should be set in stone.

So, one of the most important tips on how to give copywriting feedback correctly is to STICK TO IT.

If the brief didn’t mention a specific point, it’s unfair to come back to your copywriter with an ‘oh, could you also add an entire section about our company values?’ once they’ve already written the first draft.

You’re always more than welcome to request edits, but they should also stay within the initial agreement.

4. Remember that the copy was NOT written for you

Some target customers reading the work of a copywriter

Now, this is probably the hardest part about giving copywriting feedback, so I’m going to be brutally honest here.

“Because you’re the one paying for it, you might be thinking that these new words are for you and that you are the one who’s meant to enjoy them.
NOPE.
These words are written for your specific target audience. ”

—

For someone who’s landing on your website for the very first time and wants to find out exactly what you do, not for someone who already knows your business like the back of their hand.

For someone who’s only interested in how your product or services can solve their pain point, not for someone who’s secretly waiting to have their ego stroked by this new writer.

So, before you give copywriting feedback, take a deep breath, step back, and remind yourself that this copy wasn’t written for you.

Which takes us to the next point...

5. Trust your copywriter

Business owner giving actionable feedback to a copywriter

Once again, I don’t mean to sound cocky nor imply that you can’t raise valid points or ask questions. Not at all. I promise.

But please do remember that you’re working with a professional. Someone who has been doing this for a living for years.

Much like you would trust a lawyer with a legal document or a translator if you don’t speak the other language, remember:

“there’s a lot more behind those final words that you’ve received.
Your copywriter has written them to compel your target audience to accomplish a specific action. There’s a lot of psychology, marketing strategies, and best practices going on behind the scenes!”

—

I’m always open to feedback and suggestions.

However, if I genuinely think that one of the points you’ve highlighted would be counterproductive for your business, I will let you know before proceeding with these edits. I won’t just edit it for the sake of it, take your money, and leave you with words that have lost the potential to do what they were meant to do!

To give you an example, I’ve once worked with a client who added a comment saying that we should explain the meaning behind their logo on their ‘about us’ page.

First of all, I immediately knew this was not part of our initial brief because, if it had been, I would have advised them against it straight-a-freakin’-way.

But I still did as soon as they added this comment. Because, seriously, would you expect to go on the Nike website and find an explanation as to what their logo represents?

No.

It would be redundant, counterproductive (if you need to translate a medium into a different format, you’re basically implying that it doesn’t work on its own, #JustSaying), and irrelevant since that’s not what their audience is there to find out.

So, the moral of the story is: remember that, while you obviously know everything there is to know about your own business, a copywriter is an expert in making it sound appealing for a specific audience.

But you can (and should) still give copywriting feedback to request edits and, if necessary, to ask for clarification if you’re not too sure about a specific section.

6. Be clear & specific

‘Think outside the box’, ‘make it more unique’, or ‘I just don’t like it’ are sure to make your copywriter regret choosing this job in the first place. I guarantee it.

Not only that, but they won’t help you receive a new draft that hits the spot… because you’re not telling the copywriter which spot to it.

I know that giving copywriting feedback can be difficult, but here’s how you can do it successfully:

Whenever possible, highlight the actual paragraph or sentence that needs editing
If it contains some factually incorrect information, don’t just write ‘wrong’: provide the correct alternative so that your copywriter can rework it into the draft. For example, ‘this service actually includes two additional bonuses: x and y’
If it’s technically correct but you don’t like it for another reason, be clear and specific. For example, you could say ‘I don’t think this negative-sounding word matches our inspiring brand tone’

7. Keep it professional

Don’t forget that you’re dealing with a real-life person. So, please, be kind!

Consider opting for a positive framing and constructive copywriting feedback rather than feeling like you’re telling someone off.

I’m sure you were going to do that anyway, but I thought I’d mention it since I once had an extremely unpleasant experience. It made me feel like I was still working in the corporate world where I would need to let my boss patronise me in order to keep my job (e.g. one of this client’s actual feedback comments was ‘what is this?!’ Yep, for real).