7 Essential Tips for Reviewing and Approving Copy

Nothing can turn strong copy into a 97-pound weakling faster than a flawed review process. The result is severely handicapped marketing efforts and, alas, fewer sales.

How can you avoid this dire marketing situation?

By having a smart and consistent review process that preserves the selling power of your marketing communications. Following are 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 red pen in hand or editing hat on. That's how your customers or audience will read it. Now, what do you think? Does the concept work? Did the headline grab your attention? How was the tone? Does the copy flow? If you begin by editing the first sentence or sweating the details, you will do your clients or customers a disservice.

Tip #2: Don't get hung up on grammar and usage.

If you think the copywriter broke a writing rule, 9 times out of 10 there was an excellent reason. Copywriters are sales people in print, so if we take liberty with the English language, it's for effect. Plus, be aware that copywriters (and proofreaders) review and correct the copy before you see it. For example, I consider spelling, grammar, style issues, trademark usage, and more to ensure the quality control of every piece of copy I write.

Tip #3: Avoid copy by committee.

There's that old joke that says if you want to kill an idea or project, start a committee. Copy by committee is no different. Conflicting and misguided comments put the copywriter and creative team in the awkward position of trying to please everyone except who matters most -- the intended audience. One way around this is to circulate informational copies to people who would like to see the copy. They can make comments without being part of the formal approval process.

Tip #4: Minimize the rounds.

Provide complete feedback on the first round, forwarding all your comments, suggestions, and changes to the copywriter. That way the copywriter can consider everything when he or she rewrites the copy and you can shorten the review cycle. Copy is typically stronger when it's created in three or fewer rounds.

Tip #5: Provide specific comments.

When you provide specific comments, the chances of succeeding on the rewrite improve dramatically. For example, instead of saying, "This isn't strong enough," say, "The tone needs to be more authoritative" or "These are additional benefits the copy should cover." Often times putting your comments in writing will help 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 be incorporated, tell the copywriter your concerns and let him or her address them. The copy will benefit when the copywriter does the rewriting.

Tip #7: Judge the copy based upon your objectives.

In the end, the copy was written with particular objectives in mind: to build your brand, generate leads or sales, inform about your company, products, or services, and so on. Make sure the copy is technically accurate and factually correct. Then critique the copy based upon what you want it to accomplish, not on the number of superlatives, your competitor's latest ad campaign, or how it compares to your previous brochure.

(c) 2005 Neil Sagebiel

Neil Sagebiel is a veteran copywriter and publisher of "Headlines from Floyd," a FREE monthly ezine for those who want proven copywriting and marketing tips to generate more business. To sign up and also get a FREE bonus report, "Close More Sales with Testimonials," visit http://www.neilsagebiel.com.

---

Ebooks, Scripts, Websites, and more...

Adsense websites

The Second Most Important Element of Your Ad... after the Headline

Hi {FIRSTNAME Friend},Next time you're flicking through your local newspaper,... Read More

Writing Great Website Sales Copy

Many small businesses fail because their owners don't pay enough... Read More

Boost Your Conversion Rate In Three Steps

When I critique, edit or rewrite sales copy, I discover... Read More

SEO Copywriting: 7 Tips

So you finally built a website for your home-based business.... Read More

Copywriting Makeover: Making An Emotional Connection - Part 2 of 2

In part one of this article series we began looking... Read More

A Copywriters Rant: Either You Get it, Or You Dont

Today I am having a rant inside of my own... Read More

A Little-Known Secret To Writing Sales Copy, For Serious Copywriters Only!

Have you ever wondered how your copy sounds to your... Read More

What A Ghostwriter Needs To Do To Earn Top Dollar

The huge demand for writers online is really for ghostwriters.... Read More

A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money

COPYWRITINGAfter determining what we are going to sell, the next... Read More

Common Mistakes That Can Kill Your Web Copy

Sometimes learning what not to do is as important as... Read More

How To Find Freelance Copywriting Jobs

Your goal is to land a few nice, secure freelance... Read More

Creative Copywriting?

There is a difference between creative writing and copywriting. It... Read More

Freelance Writers: Double Your Income

Freelance writers are a strange group of people when it... Read More

Do You Make These 5 Mistakes When Writing Sales Copy?

Writing copy has sometimes been compared to an "art." While... Read More

Your USP is Useless

One of the keys to writing good marketing copy is... Read More

10 Keys to Copy That Sells!

Whether you're selling a product or service, the 10 tips... Read More

Web Copy ? How Much is Enough?

These days, there's widespread acceptance that a website is an... Read More

How To Find Editing Services Online

Quality is what you need. What you don't have is... Read More

Fundraising Letters: Where To Find Creative Ideas For Your Appeals

How do you make your fundraising letters creative and fresh... Read More

Be Contagious... Spread The Word!

"Melissa" invaded our computers in late 1999, then "I Love... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the... Read More

How To Write An Effective Ad

A letter or postcard allows you to "talk" one-on-one to... Read More

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process

Whether you're an executive or a small business owner, chances... Read More

Impulse Writing for Better Ad Headings

Writing headlines for your ads is the most important part... Read More

Four Things Every Web Site Headline Must Do

As you know, I'm constantly making the point that the... Read More