As a copywriter, you know how important it is to deliver high-quality content that meets your client's expectations and goals. But what happens when you and your client disagree on the quality of your copywriting? How do you handle disputes over copywriting quality without damaging your reputation or losing your client?
The first step to resolving any conflict is to understand where it comes from. Is your client unhappy with your style, tone, voice, or grammar? Or are they dissatisfied with your strategy, structure, or message? Or are they simply unclear about what they want or need from you? By asking open-ended questions, listening actively, and empathizing with your client, you can identify the root cause of the dispute and address it accordingly.
In my experience I find initial agreement is best resolved before any ads are done—by agreeing to the objective of the ad. I like explaining that the work has been created across two axes: right and wrong (has it accomplished the agreed upon objective) and good and bad (has the execution been done in a way that will surprise and engage the reader or viewer? Doing this tends to move the judgement of the work from the subjective to the objective. A much easier sale.
The second step to resolving any dispute is to refer to the contract and the brief that you agreed on with your client. These documents should outline the scope, deliverables, deadlines, revisions, and feedback process of your copywriting project. They should also specify the quality standards and criteria that you and your client will use to evaluate your work. By referring to these documents, you can remind your client of what you both agreed on and show them how your copywriting meets or exceeds those expectations.
Quite often copy is used as a forum to make decisions that should have been made in the first place. In many instances, good copy drives the marketing strategy.
The third step to resolving any dispute is to provide evidence and examples to support your copywriting quality. You can use data, analytics, testimonials, or case studies to show how your copywriting achieves the desired results, such as increasing traffic, conversions, or sales. You can also use best practices, industry standards, or competitor analysis to show how your copywriting follows the latest trends, guidelines, or benchmarks. By providing evidence and examples, you can demonstrate your expertise and credibility as a copywriter.
The fourth step to resolving any dispute is to negotiate and compromise with your client. You may not be able to satisfy every request or demand that your client makes, but you can try to find a middle ground that works for both of you. You can offer to make minor changes, suggest alternative solutions, or propose additional services that can enhance your copywriting quality. You can also ask for more time, resources, or compensation if the scope or complexity of the project changes. By negotiating and compromising, you can show your flexibility and professionalism as a copywriter.
The fifth step to resolving any dispute is to learn and improve from the experience. No matter how skilled or experienced you are as a copywriter, there is always room for improvement. You can use the feedback, criticism, or suggestions that you receive from your client to refine your skills, expand your knowledge, or update your portfolio. You can also use the dispute as an opportunity to improve your communication, collaboration, or negotiation skills with your clients. By learning and improving, you can grow as a copywriter and avoid future disputes over copywriting quality.
I'd like to add this. Recognize the subjectivity. Different people possess diverse preferences, interpretations, and viewpoints. Communicate to your client that, similar to any artistic expression, copywriting can trigger varied reactions. While you're committed to meeting their goals and vision, explaining that creative work might not always have a universal "right" or "wrong" can help manage expectations and foster a more constructive dialogue.