Better Feedback, Better Copy: Part 2.

So you've hired a copywriter, but the first draft wasn't perfect.

Now what?

Well, the secret to a more on-point second draft is simple.

?Good feedback.?

Yep, that's it. That's the whole secret. ??

Welcome back to our second instalment of Better Feedback, Better Copy.?

I figured there’s no better day than a Wednesday to get you over the hump of bad feedback into the land of the good.??

So, let’s get right into it — good feedback waits for no one!

??Original Feedback

“I know I said X, but I didn’t mean it like that.”?

?Issue(s)

Two main issues here: Clarity and Interpretation.

Let's explain 'em with apples.??

1) Clarity.?

You’re out of fruit, so you make a grocery list that reads "6 of the best apples."

Your partner offers to do the shopping, but when they get back you open the bag to 6 Red Delicious apples.?

Your initial reaction? Irritation.

Why would they buy baby mush apples when you obviously wanted Fuji apples?

But, after a second (or two) of deep breathing... you realize you didn’t actually specify Fuji apples.

Here's where "Clarity" comes into play: If you wanted Fuji apples, you gotta ask for Fuji apples.

Nobody can read your mind — neither your partner nor your copywriter.

2) Interpretation.

Now, back to the grocery list.?

When you wrote “6 of the best apples" on the grocery list... was it obvious to your partner what that meant?

I'm gonna go ahead and guess it wasn't.?

Think about these questions for a sec:

• “Is ‘the best apples’ a brand name or do you mean the best actual apples?”
• “Do you mean “best” in your opinion, or in mine?”?
• “Do you mean the best-looking apples? Or the best-tasting ones?”?
• “Are you referring to a ‘Best Apple List’ that I don’t know about?”?
• “Do you want 6 individual apples or 6 bags of apples?’

...maybe "6 of the best apples" isn't so obvious after all.

Being vague in your initial ask and your feedback does nothing but encourage misinterpretation.

And that’s why you’ll get Red Delicious when you wanted Fuji.?

??Instead, Try This

“I can appreciate how you thought by X I meant Y, but when I said X, I actually meant Z. Can we try reframing it that way in the second draft?”?

This is great feedback because:

• It doesn’t penalize the copywriter for a different interpretation.?
• It acknowledges and accepts that X wasn’t totally clear (which happens!).
• It provides clear steps forward, with a goal of reframing the content around a more specific “Z.”

Feedback like this sets your copywriter up for second-draft success and gives you insight into how and where you can be clearer next time. Win-win!

As you’re outlining your next project (or writing out the grocery list for your partner), take some extra time and make sure you're saying what you mean.

After all, your copywriter's second draft is only as good as the feedback you give after the first one.??

P.S. If you missed the first post, check that out here.

P.P.S. What do you think is the worst apple (and why is it Red Delicious)?

Hey there!

I'm Melissa, a copywriter/content writer, email marketer, and Oxford comma lover. Give me a follow for content about copywriting, navigating the world of "solopreneurship," & maybe some cute dog stuff, too.

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