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A poor review procedure is the one thing that can convert a powerful piece of writing into a 97-pound weakling quicker than anything else. Consequently, marketing activities are significantly hampered, and sales decline.
How may this severe marketing scenario be avoided?
By using an intelligent and consistent evaluation procedure that maintains the persuasiveness of your marketing materials. Here are seven fundamental guidelines for examining and approving text.
1. Review the copy from the customers’ perspective.
On the first pass, read the text (in its entirety) without a red pen or editing hat. This is how your audience or consumers will read it. What do you think now? Does the notion function? Did the headline pique your interest? What was the tenor? Does the writing flow? If you begin by changing the first line or fretting over the intricacies, you will be doing a disservice to your clients or consumers.
2. Don’t get hung up on grammar and usage.
If you believe the copywriter violated a writing guideline, there was almost always a good reason. Copywriters are print salespeople, so whatever liberties we take with the English language are for impact. In addition, keep in mind that copywriters (and proofreaders) examine and modify the text before it is presented to you. To assure the quality control of every piece of copy I write, for instance, I examine spelling, punctuation, style concerns, trademark use, and more.
3. Avoid copy by committee.
There is an ancient saying that if you want to destroy an idea or initiative, you should form a committee. Copying by committee is same. Conflicting and erroneous feedback puts the copywriter and creative team in the uncomfortable position of attempting to satisfy everyone except the target audience. This may be circumvented by distributing informative copies to those who request them. They may provide feedback outside of the regular approval procedure.
4. Minimize the rounds.
Send the copywriter your comprehensive input on the first draft, including any comments, recommendations, and adjustments. Thus, the copywriter may consider everything while rewriting the content, and the review cycle can be shortened. Copy is often more powerful when it is generated in three rounds or less.
5. Provide detailed feedback.
When you offer precise feedback, the rewrite's likelihood of success increases considerably. For instance, instead of "This is too weak," you may say "The tone has to be more authoritative" or "These are additional advantages the content should include." Often, expressing your remarks in paper will allow you to be more explicit than if you just said them.
6. Let the copywriter rewrite the copy.
Instead of attempting to "write" the adjustments yourself, communicate your issues to the copywriter and allow him or her to handle them. The copy will benefit from the copywriter's reworking efforts.
7. Judge the copy based upon your objectives.
Ultimately, the copy was prepared with certain goals in mind, such as to promote your brand, generate leads or sales, educate about your organization, goods, or services, etc. Ensure that the material is technically and factually accurate. Then, evaluate the content based on its intended purpose, not on the quantity of superlatives, your competitor's most recent advertising campaign, or how it compares to your prior brochure.
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