7 Essential Tips for Reviewing Copy part 2
3. Avoid copying by the committee.
It’s the old joke says that if you want to kill an idea or project, the committee began. Copy does not vary by committee. Conflict and misguided comments placed copywriter and creative team in the position of trying to please all bashful person, except for matters the most - the audience. One way around this is to circulate a copy of information to people who want to see a copy. They can make comments without the formal approval of the process.
4. Minimize lap.
Provide feedback on the completed first round, forwarding all comments, suggestions, and changes to the copywriter. How can consider all copywriter when he writes back a copy and you can shorten the review cycle. Copy is usually more powerful when it was created in three rounds or less.
5. Specific comments.
When you provide your specific comments, the opportunity to rewrite the following to increase dramatically. For example, instead of saying, “This is not strong enough,” said, “The tone should be more authoritative” or “This is the additional benefit that should be copying the cover.” Often put your comments in writing will help you be more specific than if you only give them orally.
6. Let the copywriter rewrite copy.
Instead of trying to “write” the changes that will be included, copywriter notify your concerns and let him address them. The copy will benefit when a copywriter does not need to write back.
7. Judge copy based on your goals.
In the end, the copy is written with a specific goal in mind: to build brands, generate leads or sales, inform about the company, products, or services, and so forth. Make sure the copy is technically accurate and correct real. Then critics copy based on what you want to do, not on the number of superlatives, you rival the latest ad campaign, or how your previous brochure.
(c) 2005 Neil Sagebiel
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