Here's how you can effectively give feedback on copywriting samples.

Keep it straightforward. Engage in active listening with the involved parties and thoroughly review the copy. Effective feedback often stems from following the right steps. Understanding the situation is half the battle. Here, 'goals' refer to the objectives of the copywriters whose samples are under review. Remember, your constructive criticism holds significant value.

To understand your client's goals for effective feedback, ask clarifying questions. Aim to understand: * Desired outcome: What do they want the copy to achieve (e.g., sales, brand awareness)? * Target audience: Who are they trying to reach? * Brand voice: What tone and style should the copy have? By understanding these goals, you can tailor your copy and receive feedback that aligns with their vision.

Also be clear on your goals for engaging a writer to create your copy. If you aren't willing to let go of the task, and you therefore want to change everything that is written, you are wasting your investment and time. A good writer will capture your tone and nail your messaging but they are unlikely to write exactly as you would. So, when you provide feedback, be flexible with the words used, focus on factual corrections and don't just 'red pen' everything for the sake of it!

Effectively giving feedback on copywriting samples involves: Start with Positives: Highlight strengths to build confidence. Be Specific: Provide detailed, constructive feedback with suggestions. Focus on Objectives: Ensure the copy meets goals and aligns with the brand. Check Clarity and Tone: Ensure clarity, conciseness, and appropriate tone. Highlight Errors Gently: Correct grammar and spelling errors respectfully. End Positively: Conclude with encouragement and a summary of strengths. This approach ensures feedback is constructive, clear, and motivating.

Scrutinize the copy for coherence, logical flow, and comprehension. Identify any ambiguities, inconsistencies, or jargon that might hinder understanding or engagement.

If a copywriter has given you a piece of copy and is asking for tone feedback, it might be a hard exercise if you haven't done it before. - It either "feels" like your brand or it doesn't - but how do you put that into words to give the writer clear direction? If the writer is off in parts of what they've written, I'd suggest highlighting areas of the text that don't "feel" like your brand, and to point out specific wording examples that don't line up with what you want. Is a particular phrase too straightforward? Does it feel too professional or stiff? Or is it too casual or not casual enough? To make your feedback most effective for the next draft, highlight phrasing you love, or share examples of copy you like to help the writer.

Evaluate if the tone matches the intended audience and aligns with the brand's voice. Assess whether the language evokes the desired emotions and resonates with the target demographic.

I've figured out a pretty good system for this: 1. Benefits 2. Emotional Appeal 3. CTA 4. Clarity 5. Credibility The best advice I ever got was to evaluate copy like a judge in a debate. Does it make a strong argument? Does it stir emotions? Does it leave you wanting to take the next step? Persuasion is a game of push and pull. It's about showcasing benefits, not just features. Your feedback should empower the writer to craft words that not only resonate but also drive results.

Engagement Potential: Potential of the copy to capture and retain the audience's attention. Look for elements such as compelling headlines, engaging opening lines, and hooks that draw the reader in.

When possible, get feedback on the structural soundness of your argument before you write a word of copy. The structural check-in process can be as simple as reviewing your chosen framework and bulleted ideas (good for emails). Or, the process can be more complex - the review of a detailed messaging hierarchy laid out in a lo-fi wireframe (preferred for web work). In my experience, this type of pre-writing check-in helps you move through the writing and editing process faster. (Sometimes you need to go slow to move fast. ??)

When asking clients for feedback, it's key to guide them in HOW to give you feedback. Without this guidance you get responses like: "I don't LIKE it" or "It doesn't FEEL right". These are not things you can strategically change for your client. And you shouldn't try. Instead, ask: 1. What in the copy is not aligned with your brand perspective / the messaging? 2. What information is incorrect? 3. How is the above not aligned / what is incorrect?

Call to Action (CTA) Effectiveness: Great copy has the effective CTA. We need to asses weather it's persuasive, actionable, and aligned with the desired outcome or goal. CTA did it's work there or not effectively.