How can you give feedback on copywriting without hurting the relationship?

1 Be clear about your expectations

Before you ask for or receive any copywriting, make sure you have a clear brief that outlines the purpose, audience, tone, style, and format of the content. This will help you avoid confusion and misalignment later on. If you are the client, communicate your expectations clearly and provide examples or references if possible. If you are the editor or the peer, review the brief and ask questions if anything is unclear.

2 Focus on the positive and the negative

When you give feedback, don't just point out the flaws or errors in the copywriting. Also acknowledge the strengths and the achievements of the writer. Start with something positive, such as what you liked, what worked well, or what impressed you. Then, move on to the areas that need improvement, such as what could be clearer, more persuasive, or more engaging. Use specific examples and suggestions to illustrate your points. End with another positive note, such as a compliment, a thank you, or an encouragement.

3 Be objective and respectful

When you give feedback, avoid using subjective or emotional language that could offend or hurt the writer. Instead of saying "This is boring" or "This is terrible", say "This could be more interesting" or "This could be better". Use facts and data to support your feedback, rather than personal opinions or preferences. For example, you could say "This headline doesn't match the keyword research" or "This call to action doesn't follow the best practices". Respect the writer's voice and style, and don't try to impose your own.

4 Be timely and specific

When you give feedback, don't wait too long or rush too much. Give feedback as soon as possible, but not before you have read and analyzed the copywriting thoroughly. Don't give vague or general feedback, such as "This is good" or "This needs work". Give specific and actionable feedback, such as "This paragraph could be shorter" or "This sentence could be more active". Explain why you are giving the feedback and how it will benefit the copywriting. For example, you could say "This paragraph could be shorter to make it easier to read" or "This sentence could be more active to create more urgency".

5 Be open and collaborative

When you give feedback, don't act like an authority or a judge. Act like a partner or a coach. Invite the writer to share their thoughts and feelings about the copywriting and the feedback. Listen to their perspective and try to understand their rationale and challenges. Ask open-ended questions and offer suggestions, rather than commands or criticisms. For example, you could ask "How do you feel about this headline?" or "What do you think about adding a testimonial here?". Encourage the writer to ask questions and seek clarification if they are unsure or confused. Show that you value their input and appreciate their effort.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?