Before you begin a copywriting project—even before you hire a copywriter!—it’s important to know that giving feedback and reviewing updated versions of work is a natural part of the process.
Your copywriter will get to know your business and your needs inside and out and will put their very best foot forward as they write your projects. But they simply don’t (and can’t) know everything that you know, and you may discover key points you’d forgotten to tell them.
Copywriting is a collaborative process. Your copywriter will ask you questions to get clear on the project, they’ll create a first iteration of the work, you’ll give them feedback, and they’ll refine it. Most projects shouldn’t require more than a round or two of feedback.
But…how you give that feedback can also affect the success of the project.
First, don’t be afraid to give feedback. Again, it’s a natural part of the process and your copywriter expects it. They’re not going to be hurt or feel like you don’t appreciate their hard work if there are a few changes you’d like to see.
Second, you should certainly tell them both what works for you and what doesn’t, but, most importantly, you need to tell them why those words or phrases or sections do or don’t work. Your copywriter won’t be able to make the right changes if they don’t understand the reasoning behind your requests.
Third, you can certainly make suggestions about wording, but you hired a copywriter for a reason and it’s not your job to rewrite anything for them. Let your copywriter flex their expertise in solving the exact wording or something; it’s just up to you to give them the reasoning for your feedback.
And, fourth, don’t be afraid to ask your copywriter about their writing or word choices. Everything that your copywriter has done is for a reason. What looks like just a page of words is actually a carefully and strategically crafted document. Your copywriter will be able to explain exactly why they made each choice, down to the word.
The more open you are to collaborating with your copywriter and really understanding the messaging and the strategy, the better the results you’ll get—and the better your relationship with your copywriter can be.
As many business owners can tell you, having a great relationship with a copywriter is invaluable and will pay dividends for years and years to come.
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