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What do you do if your copywriting ideas are met with resistance and hinder innovation?

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You have a brilliant copywriting idea that you think will boost your client's sales, engagement, or brand awareness. You're excited to pitch it and get feedback. But instead of praise and approval, you face resistance and criticism. Your idea is too risky, too edgy, too unconventional, or too complicated. How do you deal with this situation and persuade your client to embrace innovation instead of sticking to the same old formulas? Here are some tips to help you overcome copywriting resistance and foster innovation.

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Melisa Sibaya

Senior Copywriter I Communications Specialist
Fizza Naeem- Copy Weaver

Direct Response Copywriter For B2C & D2C Businesses || Sales Funnel Copywriter || 30% Boosted Sales Guaranteed In 90…

1 Understand the source

Before you get defensive or frustrated, try to understand where the resistance is coming from. Is it from your client, their boss, their target audience, or their competitors? What are their goals, fears, challenges, and expectations? How do they measure success and risk? How open are they to change and experimentation? By empathizing with their perspective, you can tailor your communication and arguments to address their concerns and motivations.

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Melisa Sibaya

Senior Copywriter I Communications Specialist
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Don't take it personally. In this line of work, having a thick skin is essential. Remember that you can only grow from criticism if it is constructive. If it's not constructive, keep your cool and seek to understand the reasons behind the resistance.

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Imran Javed

Technical Writer| Engineering Expert | Simplifying Complex technology for Diverse Audiences|
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Communicate the value of proposed innovations, highlighting potential benefits. Collaborate with stakeholders to address objections and refine ideas, fostering a supportive environment for experimentation and creativity.

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2 Show the benefits

One of the most effective ways to overcome resistance is to show how your idea will benefit your client and their audience. Don't just tell them what your idea is, but why it matters and how it will solve a problem, create an opportunity, or satisfy a need. Use data, evidence, examples, testimonials, or case studies to back up your claims and demonstrate the value of your idea. Highlight the unique selling proposition, the competitive advantage, or the emotional appeal of your idea.

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Imran Javed

Technical Writer| Engineering Expert | Simplifying Complex technology for Diverse Audiences|
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By addressing concerns and incorporating diverse perspectives, the final product becomes more robust. This collaborative approach fosters team cohesion, enhances creativity, and ultimately leads to more effective and impactful copy.

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3 Address the objections

Another way to overcome resistance is to anticipate and address the potential objections that your client might have. Think of the questions, doubts, or criticisms that they might raise and prepare your responses in advance. Be honest, respectful, and confident in your answers and avoid being defensive, aggressive, or dismissive. Acknowledge the validity of their concerns and show how your idea can overcome or mitigate them. Provide alternatives, options, or contingencies if needed.

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Imran Javed

Technical Writer| Engineering Expert | Simplifying Complex technology for Diverse Audiences|
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Collaboratively explore alternatives, ensuring all voices are heard. This transparent process builds trust, fosters a culture of open communication, and ultimately facilitates smoother implementation of innovative ideas.

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4 Involve them in the process

A third way to overcome resistance is to involve your client in the creative process and make them feel part of the solution. Ask for their feedback, input, or suggestions and incorporate them into your idea. Show them how you value their opinion and expertise and how you can collaborate to achieve a common goal. Invite them to test, prototype, or experiment with your idea and see the results for themselves. Make them feel invested and excited about your idea.

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Lauren Slavin

Marketing specialist looking for work. With expertise in Copywriting, brand-building and content creation.
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When writing for a client, you must ensure that authenticity shines through. Writing a 'one-size-fits-all' piece of copy gets the job done, but it doesn't make it special. Incorporating a client's wants and visions not only includes them in the process but sprinkles some brand voice in there too, allowing them to stand alone from their competition. It's also great practice to listen to and action the opinions of your client. Whilst you've been hired to fulfil a job, their needs must be met in regards to the expectations they have. Clear channels of communication can ensure that there's no margin for error or misunderstanding when it comes to the messaging they want to convey.

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5 Be flexible and persistent

A fourth way to overcome resistance is to be flexible and persistent in your approach. Don't expect to win over your client in one meeting or presentation. Be prepared to revise, refine, or adapt your idea based on their feedback and changing circumstances. Don't give up on your idea if you face rejection or criticism. Keep trying to find ways to improve, communicate, or demonstrate your idea. Don't take it personally if your idea is not accepted. Learn from the experience and move on to the next challenge.

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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?

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Fizza Naeem- Copy Weaver

Direct Response Copywriter For B2C & D2C Businesses || Sales Funnel Copywriter || 30% Boosted Sales Guaranteed In 90 Days|| DM To Discuss Copy Strategy
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Addressing fascinations and finding USP are great ways to meet innovation in copywriting. Fascinations include elaborating on the benefits of your products or services and adding curiosity. USP shows that our product or service is innovative.

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What do you do if your copywriting ideas are met with resistance and hinder innovation?

1

2

3

4

5

6

1 Understand the source

2 Show the benefits

3 Address the objections

4 Involve them in the process

5 Be flexible and persistent

6 Here’s what else to consider

Copywriting

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What do you do if your copywriting ideas are met with resistance and hinder innovation?

1

2

3

4

5

6

1 Understand the source

2 Show the benefits

3 Address the objections

4 Involve them in the process

5 Be flexible and persistent

6 Here’s what else to consider

Copywriting

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