How can you improve your body copy with feedback?

Copy by committee never works, so as well as asking for specific feedback (sending clients feedback guidelines is a great way to do this) I'd recommend requesting that feedback is collated, agreed upon and then sent to you by one nominated point of contact. There's nothing worse than getting stuck in the middle of internal arguments where everyone's wading in with different opinions. And this approach usually ends up with some pretty horrific Frankenstein copy designed to keep everyone happy (rather than work for the intended end audience).

Tailor your feedback request to the specific skillsets of each reviewer. For example, if someone is an expert on the topic in question, make it clear that you want them to look out for anything that is factually incorrect, not editorial points. Also clarify which stage the copy is at. If you're at an early stage, you will be open to exploring more options (depending on timescales). But at final proof stage, it's supremely unhelpful to receive comments requesting major changes. Remember that people providing feedback may not be used to the editorial process, so setting out clear expectations will prevent things spiralling out of control.

🎯Feedback is the crucible in which effective body copy is refined and perfected. Steps to Enhance Copy: ✅Openness: Be receptive to critiques without ego. ✅Diverse Sources: Gather feedback from varied audiences for a holistic view. ✅Action Points: Break down feedback into actionable changes. ✅Test Iterations: Trial revised copy on a smaller audience before wider release. ✅Reflect and Repeat: Continuously seek feedback for ongoing improvement. The quality of body copy rises exponentially when shaped by diverse, insightful feedback, leading to more compelling narratives.

I like creating a Content Board. Identifying a targeted group of partners from various areas of the org, that are micro-subject matter experts, from different angles directly related the copy being written. Might be marketing, and a representative from sales, PR, public affairs, product development. This creates buy-in on copy and content being created...and it prevents the team from having to know everything perfectly, versus using the collective knowledge of partners. Meet monthly, and this helps with planning and identifying new opportunities too.

I have always felt that feedback is helpful, but only if it is given by someone who knows more than I do about a particular topic. I especially appreciate getting feedback for accuracy. There are times when I will have the person who is in the story, especially if I am reporting on a council meeting or a school board meeting, and there are numbers involved, to review it and make the needed changes. Being flexible in this way has saved me a lot of headaches and corrections. One thing I always hate, running corrections in the next edition.

It can be difficult to receive feedback on your work, but it's important to be objective. Try to see the feedback from the perspective of that person and consider whether it's valid or not. If it's valid, you can go ahead and make specific changes; don't try to rewrite the entire copy. Instead, focus on making specific changes to address the feedback. For example, if the feedback says that the copy is unclear, you might try to break up long sentences or use simpler language. Once you've made some changes, ask someone else to review the copy. In general, getting feedback from others can help you identify any areas that you've missed. Also, as a copywriter, you should be open to feedback and not treat it as an attack on your work.

When in doubt, go back to basics: re-read the objectives for the copy, for both content and style. If it ticks the boxes, it stays. If a section of my writing does not fulfil the criteria, it has to go. Each word needs to earn its weight in (digital) ink and its job is to guide the customer on their journey. So, I think it is not about whether the feedback is helpful or unhelpful to my body copy - it is about my body copy being a valuable element in the customer experience.

I find the best way to improve my writing is to read content in my industry produced by the most respected and well-regarded sources. Generally, they are doing a great job of producing excellent content the industry looks favorably upon. That said, reading less stellar content can also be helpful as you can edit it yourself and/or just take mental notes of what didn't work in the copy. Finally, reading reports on marketing and content in your industry is something I also find helpful. Gartner, Forrester, etc. will usually publish a state of the market report, or something similar, discussing the trends in what companies are looking for in marketing (B2B). These can be helpful to keep in mind so your copy can continue to evolve.

Body copy works in the aggregate, so don't overthink minute prose details. It's like music. People notice when individual notes are off, but individual notes don't make a song brilliant. It's the same with body copy. So keep that in mind when copywriting.

Ultimately, when writing copy intending to send it to another person or party, you're trying to reach them, not yourself. By this I mean your audience is everything. It doesn't matter what you think is the best message or approach if it simply won't resonate with the audience. In marketing copy, the most beautiful prose-like copy is not likely to help (unless that is the brand's specific style). Simple, uncomplicated language is still the best way to present your points/ideas/solutions. As writers, we can't lose track of this! The content isn't ours, its representative of the brand we write for, written for their targeted audience.