7 Essential Tips For Reviewing Copy
By Neil Sagebiel, Mon Jan 2nd
Nothing can turn strong copy into a 97-pound weakling fasterthan a flawed review process. The result is severely handicappedmarketing efforts and, alas, fewer sales. How can you avoid this dire marketing situation? By having a smart and consistent review process that preservesthe selling power of your marketing communications. Followingare 7 essential tips for reviewing and approving copy.
Tip #1: Review the copy from the customers' perspective. On the first pass, read the copy (all of it) without your redpen in hand or editing hat on. That's how your customers oraudience will read it. Now, what do you think? Does the conceptwork? Did the headline grab your attention? How was the tone?Does the copy flow? If you begin by editing the first sentenceor sweating the details, you will do your clients or customers adisservice. Tip #2: Don't get hung up on grammar and usage. If you think the copywriter broke a writing rule, 9 times out of10 there was an excellent reason. Copywriters are sales peoplein print, so if we take liberty with the English language, it'sfor effect. Plus, be aware that copywriters (and proofreaders)review and correct the copy before you see it. For example, Iconsider spelling, grammar, style issues, trademark usage, andmore to ensure the quality control of every piece of copy Iwrite. Tip #3: Avoid copy by committee. There's that old joke that says if you want to kill an idea orproject, start a committee. Copy by committee is no different.Conflicting and misguided comments put the copywriter andcreative team in the awkward position of trying to pleaseeveryone except who matters most -- the intended audience. Oneway around this is to circulate informational copies to peoplewho would like to see the copy. They can make comments withoutbeing part of the formal approval process. Tip #4: Minimize the rounds. Provide complete feedback on the first round, forwarding allyour comments, suggestions, and changes to the copywriter. Thatway the copywriter can consider everything when he or sherewrites the copy and you can shorten the review cycle. Copy istypically stronger when it's created in three or fewer rounds. Tip #5: Provide specific comments. When you provide specific comments, the chances of succeeding onthe rewrite improve dramatically. For example, instead ofsaying, "This isn't strong enough," say, "The tone needs to bemore authoritative" or "These are additional benefits the copyshould cover." Often times putting your comments in writing willhelp you be more specific than if you just provide them orally. Tip #6: Let the copywriter rewrite the copy. Instead of trying to "write" the changes yourself to beincorporated, tell the copywriter your concerns and let him orher address them. The copy will benefit when the copywriter doesthe rewriting. Tip #7: Judge the copy based upon your objectives. In the end, the copy was written with particular objectives inmind: to build your brand, generate leads or sales, inform aboutyour company, products, or services, and so on. Make sure thecopy is technically accurate and factually correct. Thencritique the copy based upon what you want it to accomplish, noton the number of superlatives, your competitor's latest adcampaign, or how it compares to your previous brochure. (c) 2005 Neil Sagebiel About the author:Neil Sagebiel is a veteran copywriter who has served clientssuch as Microsoft, The Seattle Times, Lucent Technologies, Marchof Dimes, Airborne Express and Unisys. To up for his FREEexpert tips to help you write better and sell more, visithttp://www.neilsagebiel.com.
|
