{"id":1929,"date":"2023-05-26T14:43:52","date_gmt":"2023-05-26T19:43:52","guid":{"rendered":"https:\/\/capertongillett.com\/blog\/?p=1929"},"modified":"2024-11-20T10:49:05","modified_gmt":"2024-11-20T16:49:05","slug":"feedbackery-8-things-to-say-besides-i-dont-think-were-there-yet","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/feedbackery-8-things-to-say-besides-i-dont-think-were-there-yet\/","title":{"rendered":"Feedbackery: 8 things to say besides \u201cI don\u2019t think we\u2019re there yet\u201d"},"content":{"rendered":"
\n
\"A
“Are we there yet? Are we there yet? How about now? Are we there yet now?”<\/figcaption><\/figure>\n<\/div>\n\n\n

\u201cTake another pass at it.\u201d \u201cKeep going.\u201d And the dreaded, \u201cI don\u2019t think we\u2019re there yet.\u201d If you\u2019re a baby copywriter, you\u2019ve found yourself bewildered by at least one of these, and if you\u2019re a senior, you\u2019ve heard them in your nightmares.<\/p>\n\n\n\n

And if you\u2019re a creative director (or similar), you\u2019ve probably found yourself saying them once or twice \u2014 even if you personally despised hearing them when you were in the copy trenches. Because providing good feedback is hard<\/em>. And it\u2019s particularly hard when you, as a writer, know what you\u2019d write there \u2014 or at the very least know what you wouldn\u2019t<\/em> write there \u2014 but now your job is to help someone else do the writing. It\u2019s also hard if you\u2019re a CD who doesn\u2019t actually have a background in copywriting and might lack the vocabulary to really articulate what isn\u2019t working about a given piece of copy. Either way, \u201cI don\u2019t think we\u2019re there yet\u201d can get really tempting.<\/p>\n\n\n\n

I get it, and I\u2019m here for you. Here are eight examples of things that might be wrong with copy. Before you tell your copywriter an item under review \u201cisn\u2019t working for me,\u201d give this list a scan and determine why<\/em> it isn\u2019t working for you.<\/p>\n\n\n\n

Eight reasons copy might Not Be Working for you<\/h2>\n\n\n\n

Disclaimer: This is not a checklist for being picky. It\u2019s not for use in evaluating copy, or for hunting down things to bitch about. Nor is it, in and of itself, feedback, which should be specific, actionable, and constructive, and not merely a laundry list of complaints. This is provided merely as inspiration, prompting, to help you get to that \u201cspecific\u201d part when \u201cI don\u2019t think we\u2019re there yet\u201d is all you have. Use responsibly.<\/em><\/p>\n\n\n\n

It has mechanical issues.<\/strong> If you\u2019re seeing these, you probably don\u2019t need help on providing feedback about them, but I thought I\u2019d throw \u2018em in anyway: typos, bad length, missing messaging, poor phrasing, inappropriate language \u2014 if you see something, say something.<\/p>\n\n\n\n

The energy is off.<\/strong> It\u2019s supposed to be exciting and compelling, but it\u2019s boring. It\u2019s supposed to be comforting, but it\u2019s stiff. This one is a little<\/em> bit on the bubble for vagueness, but as long as it\u2019s immediately followed by actionable conversation about what can be done to get said energy where it needs to be, I\u2019ll let it slide.<\/p>\n\n\n\n

The tone is off. <\/strong>The language is too elevated, or not elevated enough. It\u2019s supposed to be evoking feelings of trust, but it feels clinical. It sounds patronizing, or fawning, or insincere \u2014 tone is another one of those areas that can easily wander off into vagueness, so be sure to get as specific as possible with feedback in this area.<\/p>\n\n\n\n

The rhythm is off.<\/strong> Too many long sentences can get boring, too many short ones can get choppy, and odd combinations of the two can feel disjointed. If copy just doesn\u2019t \u201cfeel right,\u201d that could be the problem.<\/p>\n\n\n\n

It\u2019s generic.<\/strong> Copywriting is supposed to be distinctive. It\u2019s supposed to help the brand stand out. It\u2019s supposed to support the brand\u2019s unique qualities and speak in the brand\u2019s voice. If the copy could be claimed by any of the brand\u2019s competitors, it\u2019s not going to get the job done.<\/p>\n\n\n\n

It\u2019s not cohesive with the rest of the campaign.<\/strong> The tone and the rhythm and the so-on and the so-forth are fine, but it\u2019s part of a campaign, and it doesn\u2019t support the concept or fit with the imagery or cohere with the rest of the copy.<\/p>\n\n\n\n

It sounds too much like something we\u2019ve already done.<\/strong> Pretty straightforward. But, I mean, like, provide examples of past work so your copywriter knows what not to repeat.<\/p>\n\n\n\n

It lacks focus. <\/strong>What are you trying to say with this copy? What are you trying to accomplish? What do you want the reader to think or do or feel? Sometimes, copy lacks a message, or tries to cram in too many messages at once, or wanders around the intended message without actually landing on it. That is an extremely common source of not Being There Yet.<\/p>\n\n\n\n

The problem with rewrites, suggestions, and thought-starters<\/h2>\n\n\n
\n
\"A
“Hold on, that’s<\/em> where we’re supposed to be? You motherf\u2014”<\/figcaption><\/figure>\n<\/div>\n\n\n

Giving good feedback is hard<\/em>, y\u2019all. It really is. And with a picture being worth a thousand words and all, it\u2019s easy to think that providing an example of something that\u2019s closer to what you\u2019re looking for, or jotting down some quick copy for them to reinterpret in their own way, would be more useful than trying to actually articulate it.<\/p>\n\n\n\n

The sentiment is appreciated, but no. Providing examples and thought-starters in lieu of actual feedback doesn\u2019t give your copywriter the information they need to get from where they are to where you need them to be. The pertinent differences between what they wrote and what you provided might be clear to you, but if it isn\u2019t clear to them,<\/em> there\u2019s no guarantee that the next round of revisions is going to get them any closer to where you want them to be.<\/p>\n\n\n\n

This is going to sound snarky, but I mean it most sincerely: If there\u2019s a specific way you want something written, write it yourself. Not kidding. Yes, your copywriter might be kind of (extremely, explosively) peeved at having their work done for them, but it\u2019s a lot less peeved than they\u2019d be to have to rewrite it themselves over and over and over until it almost<\/em> matches the very, very specific copy you have written in your head. Otherwise, make sure any examples you provide are accompanied by details about what you like about them, as is applicable to the project at hand.<\/p>\n\n\n\n

Go forth and feed back.<\/h2>\n\n\n\n

Providing specific, actionable feedback isn\u2019t just good for your copywriters \u2014 it\u2019s good for you and the rest of the creative team, because it helps get you what you need without endless rounds of stumbling and scrambling. And yes, it does take a little more effort and analysis when us not being there yet<\/em> is easier to tell at first glance. But it\u2019s well worth that effort, in the end, and hopefully this handy list will make that worthwhile effort a little bit easier.<\/p>\n\n\n\n

Copywriters, creative directors \u2014 anything I\u2019ve missed? Any other guidance that can help feedback-providers be more effective at their very important job? Drop it in comments. But for the love of God, be specific. At this point, you have no excuse not to.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cTake another pass at it.\u201d \u201cKeep going.\u201d And the dreaded, \u201cI don\u2019t think we\u2019re there yet.\u201d If you\u2019re a baby copywriter, you\u2019ve found yourself bewildered by at least one of …<\/p>\n","protected":false},"author":1,"featured_media":2870,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[12,22,39],"class_list":["post-1929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-the-biz","tag-agency-life","tag-copywriting","tag-how-to"],"yoast_head":"\nFeedbackery: 8 things to say besides \u201cI don\u2019t think we\u2019re there yet\u201d - Caperton Gillett | The Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/capertongillett.com\/blog\/feedbackery-8-things-to-say-besides-i-dont-think-were-there-yet\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Feedbackery: 8 things to say besides \u201cI don\u2019t think we\u2019re there yet\u201d - 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