Here's how you can deliver constructive feedback to a copywriter without coming across as harsh.

I had an incredible mentor many years ago when I started writing for an ad agency. Her approach heavily influenced the way I give feedback. First, she never said, "This is a good start." That's my hot button to this day because if a writer is worth their salt, they've spent a good deal of time on that "start," so the comment comes off glib and deflating. More importantly, she never commented on the copy itself. Instead, she simply asked me questions about my content to help ME figure out what I was missing or what needed to change...which helped me go back and refine it from my perspective. She has no idea how much her approach shaped me for the better. I still hear her voice as I review my own copy and that of others.

Don’t take it upon yourself to rewrite their copy. That’s their job. Put polite and brief comments in the areas you would like revised instead. If in your view the piece requires copious rewriting you might want to have a call to go through the document; if handled well, this will help you both understand each other better and the next draft will be more likely to hit the mark.

The art of constructive feedback for designers and copywriters is often overlooked in the creative review process. Here are some best practices: *Identify the stakeholders who need to approve copy versus those who are providing feedback. Don't use "business critical" unless it truly is (e.g. an incorrect stat). *Let the copywriter lead regarding the platform for feedback and edits. Google Docs gives us one source of truth and allows us to quickly track and action comments. *Seasoned copywriters know to leave their darlings at the door. Give us feedback that's considerate and kind so we can partner with you to co-create great work. *Be specific. If you dislike a phrase, explain why in a way that reflects the goals of the creative brief.

People sometimes forget that they can leave positive comments in tracked changes, along with corrections or other feedback. I like to add things like, "Well said!" or "I love this!" A little goes a long way, people! :)

When I analyze a copy, I make sure I am telling EXACTLY what's wrong with the copy. For eg, I simply don't tell "oh! your hook isn't strong" I comment on it by telling HOW we can make it better. Instead, I tell the client that the hook doesn't have enough curiosity, or doesn't have strong words that reflects a bleeding neck pain points of the audience. Moreover, when analyzing fascinations, I highlight WHY the fascination isn't correct. Mostly, it is because it highlights features instead of benefits.

There's nothing more frustrating to a creative person than hearing statements like, "This is not working/it lacks the wow factor." – with little else to support the "feedback". Ironically, I sometimes find myself in situations where there's a gut feel of something that isn't quite right in the copy/creative, but I'm unable to place what it is in the moment. In those times, it is important to be honest and open about the fact that the feedback isn't concrete. I usually ask for time to mull over it; it also demonstrates a genuine interest in the work at hand. I then return with clear direction on areas that need work or with examples that we can dissect together.

Provide clear examples or instances where improvements can be made. Instead of vague criticism, point out specific areas such as tone, clarity, or structure that could benefit from refinement.

That's a great point! When giving feedback, it's important to be specific and actionable, rather than vague and general. Instead of saying "the CTA could be better," say "the CTA could be stronger if it included a sense of urgency, such as a limited-time offer or a scarcity message." This provides clear guidance and direction for the copywriter to improve their work. Specific feedback reduces confusion, saves time, and helps the copywriter understand your perspective and what you're looking for. It's essential to provide concrete examples and suggestions for improvement, rather than simply pointing out what's not working. By doing so, you empower the copywriter to make targeted revisions and enhance their work effectively.

When delivering constructive feedback to a copywriter, focus on the work itself by highlighting specific areas for improvement and offering suggestions for enhancement, fostering a collaborative and growth-oriented atmosphere.

Keep the feedback centered on the copywriter's work rather than personal traits. Emphasize that the feedback is aimed at enhancing the quality of their writing and achieving shared goals.

When giving feedback, it's crucial to focus on the work itself rather than the individual who created it. Comments should be directed at aspects of the copy such as tone, clarity, or structure, rather than attributing any shortcomings to the abilities of the copywriter.

It results in the low self-esteem of the writer. Remember that we are working professionally, so be professional in approaching mistakes.

Focus on what you want the piece to look like and the amendments that you would like the copywriter to make. This is more important than spending time on what you don't like. This keeps the tone positive.

When I first started copywriting, I would feel defensive and embarrassed when my copy was critiqued- to the point where I'd avoid sharing my work. In reality, feedback is an essential part of copywriting and helps us grow and develop our skills. Offering different solutions is a great way to provide constructive criticism. Highlighting positive aspects of the copy and providing resolutions to the parts that lack you can create a more positive experience that boosts confidence.

I always say this to my writers: Do the grunt work towards the end of the day if that's when your energy starts to slacken and keep the exciting jobs like campaign-cracking, TVC script writing, brainstorming, etc to the first thing in the morning (if that's the time of the day, you're most ALIVE) Small solutions like these could help the writer focus better.

In my experience as both a writer and editor, a lot of writers take their work personally, so it's important to take that into consideration when providing feedback. It's also important to be clear on the types of changes that need to be made — are there structural issues, is it a problem with tone, does the piece need more outside voices to give it authority/perspective? Provide specific examples of changes you'd make to address those issues. The biggest challenge is when it's clear a writer is just being lazy (i.e., never really developing an idea or POV but simply repeating themselves, making basic grammar or spelling mistakes, etc.) In this case, especially when pressed for time, it can be best to cut your losses and rewrite yourself.

Offering solutions in feedback to a copywriter is crucial and constructive. It helps them understand your requirements and what needs improvement. It guides them in taking actionable steps to enhance their work. Benefits of offering solutions: 1. Shows respect for the copywriter. 2. It helps in building a positive and collaborative working relationship. 3. Empowers the copywriter to learn and grow from their mistakes. 4. It is the key to professional and continuous development. 5. Helps ensure that feedback is actionable and practical. Offering solutions is not just about pointing out problems; it's about nurturing their growth, enabling them to learn, and fostering a culture of teamwork and improvement.

If you want to provide constructive feedback to a copywriter, it is very important to place your focus on specific examples and behaviors, and not just general criticism. This process should begin with you emphasizing on what they did well, then moving on to talk about what areas could use improvement. Providing clear suggestions and examples is the best approach in this regard. Open dialogue should be encouraged by asking them to provide for their input and ideas about how to address the feedback in a constructive manner. This will help establish a collaborative environment for future growth and development. Such a mentality helps keep a positive tone and promotes an atmosphere of constant improvement.

And don't forget to point out what works - and how it can be applied elsewhere. This is hugely important for me - especially when it's the first time we're working on something. You can show me that I'm on the wrong path, but when you combine it with a nudge towards the right one, then I know where to go.

Dialogue is where the a-HA! moments happen. It helps tease out the writer's (and feedback-giver's) behind-the-scenes thinking.

As they say, two heads are better than one. Everyone has a preferred style for reviewing copy, and lately, I've appreciated my client scheduling a call to review it together and make tweaks as needed. It's been a helpful way to learn more about what she's looking for and editing it in real time. I know this doesn't work for everyone but it's been a great help to me.

By encouraging and positive mindset, all we need to let a copywriter know better the proposition of any communications. Every perspective is great, but it has to be on point!

Following up with the copywriter shows your dedication to your required goals. It provides clarification on points they may not fully understand. It gives support and guidance as they work to implement the feedback. Follow-up keeps them motivated and engaged in the improvement process. It makes the copywriter accountable for taking action on the feedback and implementing necessary changes.

Rather than just pointing out flaws, guide your copywriter by demonstrating best practices. We've all started somewhere, so showing them how you would approach the task can be incredibly beneficial. Explaining your process step by step and providing a concrete example can not only inspire them but also pave the way for better quality work. This approach helps them understand your expectations clearly and improves their ability to deliver exactly what you're looking for.

Following up is a no-brainer. To add to that: You may want to make sure that positive changes are stable -- maybe even permanent -- by 2nd, 3rd, n-th follow-ups...! 🙂

In my experience, follow up helps the copywriter to understand that you are committed to their development. It shows you are always available to give support and suggestions..

Don't just criticize, show them the ropes. We've all been there, show them how it's done and how you would have tackled it. No better way to extract good work than explaining a step by step approach with a tangible output to inspire them.

Make sure your feedback is objective and that you're clear between 'better' and 'different'. Just because you might write something differently, it doesn't mean it is better. Think about the objectives you are trying to achieve and consider whether your direction is going to make any difference in delivering those objectives. Use these objectives as the basis for your feedback; "We need the reader to think/do x which means we need to tell them y" and make sure you evaluate rounds of amends based on your own feedback.

Just don't be rude. Your copywriter is a human being with feelings. Provide feedback in a way you'd wish to receive feedback yourself.