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.

---

Google News Updated : Sat, 30 Aug 2008 12:25:52 GMT Hurricane Gustav Strengthens, Accelerates, Heads for Cuba, Gulf - Bloomberg BBC News Hurricane Gustav Strengthens, Accelerates, Heads for Cuba, Gulf Bloomberg - 1 hour ago By Patrick Donahue and Robin Stringer Aug. 30 (Bloomberg) -- Hurricane Gustav strengthened and picked up speed as it headed toward western Cuba and the US Gulf Coast cities ravaged by Katrina and Rita in 2005, after lashing the Cayman Islands with ... Video: Gustav Follows Katrina's Path CBS Some leave Gulf Coast ahead of likely evacuations The Associated Press Reuters - Minneapolis Star Tribune - New York Times - Northeast Mississippi Daily Journal all 6,069 news articles Publ.Date : Sat, 30 Aug 2008 10:40:06 GMT Comcast to Place a Cap on Internet Downloads - New York Times ABC News Comcast to Place a Cap on Internet Downloads New York Times - 3 hours ago By BRIAN STELTER Comcast, one of the country’s largest Internet providers, said this week that it would place limits on customers’ broadband usage. Comcast's Answer to ... InternetNews.com Critics Question Comcast Broadband Caps PC World CNET News - Wall Street Journal - ZDNet - InformationWeek all 386 news articles Publ.Date : Sat, 30 Aug 2008 09:08:14 GMT S. Ossetia to be absorbed into Russia - United Press International BBC News S. Ossetia to be absorbed into Russia United Press International - 1 hour ago TSKHINVALI, Georgia, Aug. 30 (UPI) -- South Ossetia says it will become part of Russia and host Russian military bases under a new agreement. Video: UN does have double standards RussiaToday Kremlin announces that South Ossetia will Times Online The Associated Press - AFP - Civil Georgia - New York Times all 6,104 news articles Publ.Date : Sat, 30 Aug 2008 11:01:52 GMT Sign of the times - BBC News San Diego Union Tribune Sign of the times BBC News - 1 hour ago As Russia and the West warn of a new Cold War after the Georgian conflict, the BBC's Humphrey Hawksley in Moscow tries to imagine what it would look like. European Union to Hold Urgent Meeting on Russia Voice of America last straw" for Russia Reuters New York Times - Financial Times - Wall Street Journal - Jerusalem Post all 333 news articles Publ.Date : Sat, 30 Aug 2008 11:10:28 GMT US Oil, Gas Producers, Pipelines Brace for Gustav (Update1) - Bloomberg ABC News US Oil, Gas Producers, Pipelines Brace for Gustav (Update1) Bloomberg - 1 hour ago By Margot Habiby Aug. 30 (Bloomberg) -- Royal Dutch Shell Plc and BP Plc plan to finish shutting oil and gas production platforms in the Gulf of Mexico and Enbridge Energy Partners LP will close pipelines as Hurricane Gustav gains strength and moves ... More volatility seen with hurricane, payrolls Reuters Airlines bounce as oil gives up early gains MarketWatch Forbes - DesMoinesRegister.com - CNNMoney.com - guardian.co.uk all 3,463 news articles Publ.Date : Sat, 30 Aug 2008 11:21:02 GMT Experts: Silver lining for ‘viable’ Mitt Romney - Boston Herald Experts: Silver lining for ‘viable’ Mitt Romney Boston Herald - 8 hours ago By Edward Mason Mitt Romney - once a top contender to be John McCain’s running mate - may have suffered a bruised ego when he was passed over for the little known Gov. It's not Pawlenty, it's Palin Worthington Daily Globe Pawlenty, after the pick, another day at fair Minneapolis Star Tribune Post-Bulletin - Washington Post - Grand Forks Herald - CNN all 2,700 news articles Publ.Date : Sat, 30 Aug 2008 04:13:29 GMT Obama campaign buoyed by convention - Los Angeles Times ABC News Obama campaign buoyed by convention Los Angeles Times - 5 hours ago He sees an unusually strong jump in support after the carefully choreographed event in Denver. By Peter Nicholas, Los Angeles Times Staff Writer DENVER -- Amy Pearl is the sort of Democrat who made the Barack Obama campaign nervous. Look out, Palin The Hillary factor . . . Chicago Sun-Times Hillary supporters aren't bitter; they're concerned Chicago Tribune The Associated Press - CNN - Philadelphia Inquirer - New York Daily News all 8,528 news articles Publ.Date : Sat, 30 Aug 2008 07:00:48 GMT Make Money Online Display RSS Feeds on Your Website

PARLOT::Ebooks, Scripts, Websites, and more...

Adsense websites

Getting Over Copy Shock

A few weeks ago I wrote some copy for a... Read More

Traffics Nice... But Whos Driving?

In the competitive marketplace of the new millennium, the demand... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great... Read More

Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work

You can turn your $200 fee to write a press... Read More

Your USP is Useless

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

Writing for People and Search Engines

Writing for the search engines is much different than writing... Read More

Top 10 Ways For Copywriters To Overcome Writers Block

We all know that words have the power to persuade,... Read More

Can Honest Copywriting Succeed?

I confess--I'm a marketing heretic! I've built my career on... Read More

Business Writing: When Not To Be Professional

It's time to write your next ad or brochure. Maybe... Read More

Killer Business Headline Templates - So How Do You Write Killer Headlines in Minutes? You Cheat!

According to Branding and Advertising legend, David Ogilvy: 5 times... Read More

Promote Your Business and Get Paid for Doing It!

How can you gain credibility and exposure for you and... Read More

Writing Suitable Copy for the Press

Summer is finally here and school is out, but learning... Read More

Subtle Emotion - The Key To Copy That Works

Say the word "emotion" to a man, and he'll immediately... Read More

?Super Adjectives? Boost the Power of Your Copy

Pretty or elegant? Good or scrumptious? Nice or delightful? There... Read More

Lapsed Donors: How to Write a Fundraising Letter That Wins Them Back

Your definition may differ, but I define a lapsed donor... Read More

Kick-Starting Body Copy

Several correspondents to our newsletter, AdBriefing, say that they are... Read More

A Writers Secrets

Every person has secrets that only he or she knows,... Read More

Cause and Effect

"Shallow men believe in luck. Strong men believe in cause... Read More

How To Really Connect With Your Customer In Your Copywriting

One of the least talked-about areas in copywriting education is... Read More

Working on the Internet: Role of Proofreading and Copy editing OnLine

When one is in a creative state, rarely can one... Read More

Internet Marketing 102: Copy What Works

Internet Marketing- Forget the experts, latest software program or even... Read More

The Lost Art Of Fundamental Copywriting

What ever happened to good old fashion, fundamental copywriting? Has... Read More

On Copying and Stealing Designs

The notion on the great artist, Pablo Picasso's quote, "Bad... Read More

9 Tips for Great Design of Your Marketing Materials

1) Don't just hire a good designer. Hire someone who... Read More

Long Copy vs. Short Copy? If You?re Still Debating This, You?re Missing The Point!

I've seen this ongoing debate debate jump up again recently... Read More