7 Important Guidelines for Reviewing Copy
Absolutely nothing can turn robust copy into a 97-pound weakling more quickly than a flawed evaluation process. The outcome is severely handicapped advertising and marketing efforts and, alas, fewer sales.
How can you steer clear of this dire advertising and marketing circumstance?
By getting a intelligent and steady review approach that preserves the selling power of your marketing communications. Following are 7 important ideas for reviewing and approving copy.
1. Assessment the copy from the buyers point of view.
On the initial pass, read the copy (all of it) without having your red pen in hand or editing hat on. Thats how your clients or audience will read it. Now, what do you believe? Does the concept perform? Did the headline grab your attention? How was the tone? Does the copy flow? If you start by editing the initial sentence or sweating the details, you will do your clients or customers a disservice.
two. Dont get hung up on grammar and usage.
If you believe the copywriter broke a writing rule, 9 instances out of ten there was an outstanding reason. Copywriters are sales people in print, so if we take liberty with the English language, its for impact. Plus, be aware that copywriters (and proofreaders) assessment and right the copy before you see it. For example, I think about spelling, grammar, style troubles, trademark usage, and more to guarantee the good quality manage of every single piece of copy I write.
three. Avoid copy by committee.
Theres that old joke that says if you want to kill an concept or project, start off a committee. Copy by committee is no different. Conflicting and misguided comments place the copywriter and inventive team in the awkward position of attempting to please absolutely everyone except who matters most -- the intended audience. 1 way about this is to circulate informational copies to folks who would like tampa deals to see the copy. They can make comments without becoming component of the formal approval procedure.
four. Minimize the rounds.
Give total feedback on the 1st round, forwarding all your comments, ideas, and adjustments to the copywriter. That way the copywriter can consider every thing when he or she rewrites the copy and you can shorten the critique cycle. Copy is typically more powerful when its developed in 3 or fewer rounds.
5. Offer specific comments.
When you offer certain comments, the chances of succeeding on the rewrite boost substantially. For instance, rather of saying, "This isnt strong enough," say, "The tone wants to be more authoritative" or "These are extra positive aspects the copy should cover." Often instances placing your comments in writing will help you be much more precise than if you just supply them orally.
6. Let the copywriter rewrite the copy.
Rather of attempting to "write" the alterations oneself to be incorporated, tell the copywriter your concerns and let him or her address them. The details copy will benefit when the copywriter does the rewriting.
7. Judge the copy based upon your objectives.
In the end, the copy was written with certain objectives in thoughts: to build your brand, create leads or sales, inform about your firm, items, or services, and so on. Make certain the copy is technically correct and factually right. Then critique the copy based upon what you want it to accomplish, not on the number of superlatives, your competitors most current ad campaign, or site preview how it compares to your earlier brochure.
(c) 2005 Neil Sagebiel
