Nothing can flip robust copy right into a 97-pound weakling sooner than a flawed evaluation course of. The result’s severely handicapped advertising efforts and, alas, fewer gross sales.
How are you going to keep away from this dire advertising state of affairs?
By having a wise and constant evaluation course of that preserves the promoting energy of your advertising communications. Following are 7 important suggestions for reviewing and approving copy.
1. Evaluation the copy from the purchasers’ perspective.
On the primary cross, learn the copy (all of it) with out your pink pen in hand or enhancing hat on. That’s how your clients or viewers will learn it. Now, what do you assume? Does the idea work? Did the headline seize your consideration? How was the tone? Does the copy circulation? In the event you start by enhancing the primary sentence or sweating the main points, you’ll do your shoppers or clients a disservice.
2. Don’t get hung up on grammar and utilization.
In the event you assume the copywriter broke a writing rule, 9 occasions out of 10 there was a wonderful cause. Copywriters are gross sales individuals in print, so if we take liberty with the English language, it’s for impact. Plus, bear in mind that copywriters (and proofreaders) evaluation and proper the copy earlier than you see it. For instance, I take into account spelling, grammar, fashion points, trademark utilization, and extra to make sure the standard management of each piece of copy I write.
3. Keep away from copy by committee.
There’s that outdated joke that claims if you wish to kill an concept or challenge, begin a committee. Copy by committee isn’t any completely different. Conflicting and misguided feedback put the copywriter and inventive staff within the awkward place of attempting to please everybody besides who issues most — the meant viewers. A technique round that is to flow into informational copies to individuals who wish to see the copy. They will make feedback with out being a part of the formal approval course of.
4. Reduce the rounds.
Present full suggestions on the primary spherical, forwarding all of your feedback, ideas, and modifications to the copywriter. That approach the copywriter can take into account all the pieces when she or he rewrites the copy and you may shorten the evaluation cycle. Copy is usually stronger when it’s created in three or fewer rounds.
5. Present particular feedback.
If you present particular feedback, the possibilities of succeeding on the rewrite enhance dramatically. For instance, as an alternative of claiming, “This isn’t robust sufficient,” say, “The tone must be extra authoritative” or “These are extra advantages the copy ought to cowl.” Typically occasions placing your feedback in writing will provide help to be extra particular than when you simply present them orally.
6. Let the copywriter rewrite the copy.
As an alternative of attempting to “write” the modifications your self to be integrated, inform the copywriter your considerations and let her or him tackle them. The copy will profit when the copywriter does the rewriting.
7. Choose the copy primarily based upon your targets.
In the long run, the copy was written with explicit targets in thoughts: to construct your model, generate leads or gross sales, inform about your organization, merchandise, or companies, and so forth. Make sure that the copy is technically correct and factually appropriate. Then critique the copy primarily based upon what you need it to perform, not on the variety of superlatives, your competitor’s newest advert marketing campaign, or the way it compares to your earlier brochure.
(c) 2005 Neil Sagebiel