7 Essential Tips for Reviewing Copy
Below is a MRR and PLR article in category Writing Speaking -> subcategory Copywriting.
7 Essential Tips for Reviewing Copy
Summary
A flawed review process can weaken strong copy, leading to ineffective marketing and reduced sales. Here’s how to avoid this by implementing a smart review approach.Keywords
Copy, copywriting, marketing, sales, audience, customers, review, process, copywriter, copywritersArticle
A flawed review process can quickly weaken strong copy, hindering marketing efforts and reducing sales. How can you avoid this situation? By establishing a smart and consistent review process that maintains the persuasive power of your marketing communications. Here are 7 essential tips for reviewing and approving copy.
1. See Through the Customer's Eyes
Start by reading the entire copy without focusing on editing. This is how your audience will experience it. Consider whether the concept works, if the headline grabs your attention, how the tone feels, and whether the copy flows well. Avoid nitpicking details initially, as it could undermine your clients’ or customers’ experience.
2. Don’t Get Stuck on Grammar
If a copywriter bends a writing rule, they likely have a good reason. Copywriters are savvy salespeople in print, using language creatively for impact. They've already reviewed and corrected spelling, grammar, style, and trademark issues before you see it.
3. Avoid “Copy by Committee”
Forming a committee can kill an idea or project, and copy is no exception. Conflicting feedback puts the creative team in a difficult position. Instead, share informational copies for comments, but avoid making everyone part of the formal approval process.
4. Minimize Review Rounds
Provide comprehensive feedback in the first round, including all comments, suggestions, and changes. This enables the copywriter to address everything efficiently, reducing the review cycle. Stronger copy typically emerges in three or fewer rounds.
5. Offer Specific Feedback
Specific feedback greatly increases the chances of success in rewrites. Instead of saying, “This isn’t strong enough,” provide precise comments like, “The tone needs to be more authoritative” or “Include these additional benefits.” Putting your feedback in writing can help you be more specific.
6. Allow the Copywriter to Revise
Rather than making changes yourself, share your concerns with the copywriter and let them address them. The copy benefits significantly when the original writer handles the revisions.
7. Focus on Your Objectives
The copy is crafted with specific goals, such as building your brand, generating leads or sales, or informing about your offerings. Ensure it's technically and factually accurate, and critique it based on its intended objectives?"not on superlatives, competitors’ campaigns, or past brochures.
(c) 2005 Neil Sagebiel
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