Give feedback that builds your brand

Give constructive feedback that builds your brand and business

Tips on how to review work and share critiques with the copywriter that improves the work and maintains the relationship

So much of being a writer revolves around taking in criticism and feedback. From ourselves, creative partners, clients, spouses. It’s built into our job. BUT because we are all human and flawed communicators, sometimes the feedback comes in that’s detrimental to the work and the working relationship.

Freelancers: It’s on you to handle the relationship management aspect of this part of the gig.

How can you do this? 1. Ensure the brief is reflected in the work. 2. Present work with a rationale that anticipates and rebuts various comments and questions, and details the strategy and thinking. 3. Show the client you are listening with the work you are sharing.

Always, always give your rationale for the choices you made, it shields you from being perceived as being sloppy or having missed something.

Below are tips from over 25 years on how to give feedback as a client to make the work better (and prevent the writer from pasting your photo to the bullseye on a dartboard).

Be honest and stand in it

Personally, nothing irks me more than getting feedback that hems and haws because the person is worried about hurting my ego or feelings. Just give it to me straight so I can make it better. Directness is kindness. You are paying for the work and are entitled to a critique. It’s like getting a haircut, the stylist wants you to be happy and for you to tell them what you want. They aren’t walking around with your head.

Not sure about something? Ask questions rather than speaking in declarations. I’ve worked with people who have absolutely zero design sensibility or knowledge, yet feel the need to raise their hand at every opportunity. It didn’t endear them to the designers. To avoid being that person, ask the writer: is there a foundational/practical reason this is “right” or “wrong”—meaning does it break a rule that will make the work amateurish? Questions are a good way to have a dialogue and help you understand the thinking and rationale behind the work.

And if you don’t have notes, that’s also fine! My first creative director would refer to people who felt the need to make a change for the sake of it or to add their imprint as a “hairy arm”.

Focus on the big picture

When reviewing work, make sure you are seeing the forest and not just the trees. Truly small things–god forbid a typo, an errant comma, can be changed–but don’t throw the baby out with the bathwater. Step back and look at the work as a whole–the concept, positioning, strategy, overall execution, brand fit.

I worked with someone who as editor of his college newsletter was qualified in copywriting. He had an abusive communication style (one of those who would shame his reports in large meetings), and approached every creative review as an opportunity to scold and humiliate. Being Dutch, he didn’t understand how hyphens are used in American English so would fixate on them, using these “errors” as a lever to dismiss the work as a whole. It caused a lot of friction and inefficiency in the working process, leading to a large amount of time and money being wasted. To say nothing of wearing down the creative team.

And realize that some changes that seem small to you can be foundational. I was writing packaging copy and asked a colleague to proofread. He suggested a change that would disrupt the entire structure across 10 varieties of packaging.

Don’t dictate changes, flag the snag

Not all opinions are valid. Meaning you are entitled to your feedback and your reactions but that doesn’t mean you are “right” in the sense that the critique will lead to the “best” iteration of the work or adhere to copywriting fundamentals.

If you are flagging something that you perceive to be not working, that’s a signal to the writer to take in the comments, kick the tires on the feedback, and come up with ideas for a fix.

No matter what I’m writing–websites, scripts, fiction, and no matter my initial reaction to feedback that I feel is misguided–I will consider it and work my process: is this something that can/needs to be improved? Sometimes, comments that feel out of left field can make the work better–as long as they flag a problem rather than dictate the fix. Prescriptive fixes box in the writer and cut off the possibility of finding the best solution.

I understand that feeling like changes you propose that are ignored can cause frustration. By calling attention to the problem and not dictating the fix, this sense of frustration is far less likely to happen. The writer will come up with a solution and present options.

Don’t be a jerk

There’s never a need to bring anger into the process. We aren’t curing cancer, lives aren’t at stake, the fate of the world doesn’t hang in the balance. I promise the creative wants to do her best work but nothing is so serious that yelling or tantrums are called for. If I get a client like this, I’ll be clear and direct after the first incident that I don’t work like that. If they take the feedback and the communication improves, great, it’s forgotten and we move on. If it happens again, I will end the relationship.

As the daughter of an electrician and niece of mechanics, I often tell people: “we ain’t digging a ditch,” meaning I care deeply about the quality of work but nothing is that backbreaking, heavy, or anger inducing. I worked closely with a VP who was dealing with a lot of politics / stress from the executive level, which would sometimes trickle down into angry feedback to a creative team that was working its butt off. I had to tell her she was demotivating the team and hurting the work. Things improved from there.

I understand why people outside the creative discipline can sometimes step on toes in the process of giving feedback. Often, it’s a communication issue that can be resolved through upfront, honest, respectful dialogue.

And be open to getting as good as you give, incorporating feedback on your approach.