We’ve noticed lately that some of our web copywriting clients are reluctant to tell us when they want their copy revised, almost as if they’re afraid of hurting our feelings. It’s understandable if you’re not comfortable telling us what needs to be changed. Many people take personal offense to critiques of their writing. However, a copywriter cannot let his or her ego get in the way of the writing, or he or she would never survive doing it professionally.
We decided to write a post on this topic to not only inform our clients and prospects, but to also inform those of you who are currently working with a copywriter or thinking of hiring one.
One trait of a good copywriter is taking criticism and suggestions and using them to continuously improve his or her writing. Why? Because the most important thing is that you, the client, get the copy you want and need. You will not hurt our feelings if you want changes to your copy.
The first copy we send you is just that: a first draft. When we schedule your project, we build time into our calendar to revise and reedit copy, if needed. There are a hundred reasons why copy might need a revision. For example, you may not like the way a paragraph is worded, or you might decide to add more information to a page of copy. That’s fine. We just need to know so we can fix it.
What may seem like a major revision to you might be practically nothing to us. The last few times we revised copy, all of the changes clients wanted were minor, but they were concerned that they were being difficult clients by asking for changes. Not at all—if you’ve sent back the copy and asked for changes, we know you’ve taken the time to carefully review the copy, and the project is already successful.
Sometimes, as we’re writing, we reach a crossroads with the copy, and we can continue in one of several directions. This is a normal process in copywriting, and this crossroads can happen several times throughout your project. Rather than asking you every time it occurs, we’ll make a decision based on how the rest of the copy is flowing, our previous experience with similar copy, and your instructions. Our knowledge and instincts help us to get it right the first time—most of the time—but there are exceptions.
We’re here to give you the tools you need to connect with your target audience and convert prospects into clients. The copy will do that, but we need your help by letting us know when changes are needed.
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