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.

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.

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.

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.

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.

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.

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.

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

The foundation for creating advertising copy that floods your newly designed website’s copy with cash-in-hand ready-to-buy customers is forged from the interview process between you and your copywriter. Subsequent research and the creation of a dynamite promotion all stems from the critical information gathered about your business, your product and service, your customers and your competition. The answers to the questions below are crucial to the effective and successful completion of the website writing portion of your project.

1. What are all the product’s benefits?
2. What are all the product features?

3. How is the product different and better than the competition?

4. What does the buyer expect when he spends his money for this product? Do we deliver?

5. What methods, approaches and sales techniques is the competition using?

6. How does the audience for the product differ from the general public?

7. How much can the buyer reasonably expect to pay?

8. Does your average buyer have a credit card or checking account?

9. Will the product be purchased for business or personal use?

10. Can you expect to get multiple sales from your buyer?

11. What is the logical ‘back end’ product to sell someone after he has purchased your product? [‘Back end’ refers to other products in your product line you can offer to someone who has bought the primary product featured in your ad]

12. Will I need to show your product in color?

13. What is the total number of potential customers for this product?

14. Who will buy your product, i.e. teens or seniors, men or women, executives or blue-collar workers?

15. Is there a market for overseas sales?

16. Should I offer time payments?

17. Will the product be a good gift item?

18. Should my copy be long or short?

19. What should the tone of my copy be?

20. Should I test the price?

21. Should I test copy approaches?

22. Is there a seasonal market for the product and are you taking advantage of it?

23. Are testimonials available from satisfied customers?

24. Do I need photographs or illustrations?

25. Which appeals have worked in the past for this product?

26. What objections might arise from a prospective customer? How can I overcome these objections?

27. Should I use a premium?

28. Should I offer a money-back guarantee?

29. Is this item also sold by retail? Are there price advantages I can stress for buying direct from the ad?

30. Should I consider a celebrity testimonial?

31. Can I tie in my copy to sonic news event?

32. Can I tie my copy to some holiday or seasonal event?

33. Does the product sell better in a particular region or climate?

34. Should I consider using a sweepstakes?

35. Can the product be sold through a two-step advertising campaign? [Ads generating queries rather than direct sales]

36. What must I do to convince the reader to buy your product now?

37. Can I use scientific evidence in my sales approach?

38. Have I allowed enough time to write, design and produce my copy?

39. Can I get the customer to order by phone?

40. What approaches used to sell this product have been unsuccessful?

41. Can I get powerful ‘before’ and ‘after’ pictures?

42. Assuming the ad is successful, is the client prepared with orders?

Copyright Alan Richardson

Looking for inspiration for your next marketing communication? Try the children’s bookshelf.

Dr. Seuss has entertained young (and old) audiences for nearly 50 years with titles such as The Cat in the Hat, Hop on Pop and Green Eggs and Ham.

The reason why his books remain so popular says something about what makes for good writing (and reading), no matter who or where the audience is.

Nouns and Verbs

Nothing keeps readers moving like strong noun-verb combinations. If the sentence were a train, nouns and verbs would be the engine. Adjectives, adverbs and the other parts of speech make the train longer and slower. Dr. Seuss’ sentences have strong engines pulling light loads to keep readers moving down the tracks.

Lots of Periods

A byproduct of eliminating the extraneous words is shorter sentence length. Lots of periods. Paradoxically, more sentences of shorter length increase reading speed and comprehension. Dr. Seuss, as are many children’s authors, is a champion of the short sentence.

Imagination

Albert Einstein said, “The gift of fantasy has meant more to me than my talent for absorbing positive knowledge.” Were it not for imagination, there would be no Cat in the Hat and no Dr. Seuss. Imagination is the beginning of copywriting because first there must be an idea or concept.

Fun

Dr. Seuss’ books are fun to read. They’re funny, too, but that’s not the same thing. Fun to read is material that’s entertaining and effortless for readers, an excellent standard for all writing.

Lyrical

Dr. Seuss’ books are written in verse. Of course they’re lyrical. However, this goes beyond silly rhymes. There are a sound and rhythm to the words that, like a favorite tune, you don’t mind hearing over and over. Good writing of all varieties is pleasing to the eye and ear.

Economical

Children have short attention spans. Dr. Seuss knows how to tell a story without unnecessary detours. Every word counts. That’s good advice for all who write copy because children aren’t the only ones with short attention spans.

Memorable

This is the litmus test for all writing. Did readers take something away? Was their time well invested? The Cat in the Hat is a story about having fun, even on a rainy day. Now that’s worthwhile reading.

(c) 2005 Neil Sagebiel