Going beyond 'I don't like it'. How to give constructive feedback to your copywriter

You’ve just had the first draft of your article back from your copywriter, but you don’t like it. What do you do? Don’t panic, this is just the first draft. At this stage in the process your copywriter is looking for constructive feedback to make meaningful changes resulting in better copy. But how do you give constructive feedback? Let’s find out.

Why is feedback important?

The copywriter is an expert writer, but you’re the expert in your subject, so your feedback can help to fill in any gaps in your copywriter’s knowledge and helps steer them in the right direction. It also helps them to learn to write specifically for you, especially if you’ve never worked together before. Every company is different and has their unique way of saying things; your copywriter is learning your way.

Feedback is important because it helps your copywriter to make sure your copy is doing the best job it can. Feedback helps your copywriter to really nail your message.

Read the draft all the way through before giving feedback

Before giving feedback, it’s a good idea to read through the whole document at least once. That way you will have a complete picture before making any comments. Making comments before reading the whole document through is a bit like watching a movie and asking questions out loud that are about to be answered in the film. (Is it just me who does this? 😂)

Going through the whole document first will also save you time, as you won’t have to go back and amend any moot comments.

Remember, it’s just the first draft

First draft not perfect? Rest assured this is not the completed article, but rather a rough with room for improvement. To create the perfect copy, your copywriter first needs your input.

Showing you a first draft is how copywriters learn to write for you and is why copywriters offer revisions as part of the process.

Be clear and specific

Clear feedback will help your copywriter write the copy you need. Wishy-washy feedback is no help to anyone. Be specific about your feedback and give concrete examples where possible. Let your copywriter know what you like or dislike and say why. Are they missing some information? Give them notes on any industry or insider knowledge that may improve a section of copy.

Examples of helpful vs. not helpful feedback

Vague and ambiguous (and therefore not very helpful):

I don’t like it
It’s missing something
Needs more info

Better:

“This part sounds a bit formal. Could we use a more relaxed tone?”
“In a recent survey we ran, we found that 42% of customers would prefer email updates. It would be good to mention this. See survey attached”
“We like to use the spelling organisation instead of organization”

These examples are more specific and let your copywriter know how to improve the copy.

Overall, be honest with your feedback. If you have any solutions or suggestions, don’t be afraid to share them. Copywriters aren’t mind readers, after all!

Stick to the brief

Before working with your copywriter, you should agree on a brief for the project. This is what the copywriter will follow when writing your draft, so it should be as detailed as possible. When providing your feedback, remember to stay within the scope of the brief.

Any huge changes or a project that keeps on growing (known as project creep) would entail more work and most likely go beyond what was originally quoted. If you do want to change the project significantly, expect the copywriter to submit a new quote for the extra work entailed.

Note, the copy hasn’t been written for you

Don’t forget your copy hasn’t been written to be read by you – it’s been written for your target audience, for example, your customers. What may or may not work for you will be different for your audience. Your audience may not be as technical as you, so they may need terms explained that you know like the back of your hand. Therefore, I recommend putting yourself in the readers’ shoes while reading the copy and ask yourself: ‘Will this resonate with our customers?’

Be timely with your feedback

Being timely is polite. But also, copywriters are busy people and have other clients to write for. By getting back to them promptly, they can move forward with your project in a timely manner, and while it’s still all fresh. This will mean better copy for you and also time saved because your copywriter won’t have to spend extra time getting re-familiar with the project.

What to give feedback on

Now that you know your feedback needs to be clear, timely, and within the brief, you might be wondering what you should give feedback on. The answer is to give feedback on anything that stands out to you. Here are some things to look out for while you’re reading your first draft:

Is the information clear and correct?
Are the key messages there?
Is there any information missing?
Is the piece written in the right tone of voice and style for your business?
Has your copywriter used the correct spellings? (e.g. organisation vs. organization)
Is there a good Call to Action?

How to present your feedback

How you present your feedback will depend on the preferences of you and your copywriter. Options include:

Verbal (good for discussing anything difficult to articulate)
By email (good for small and simple changes)
Annotated draft (e.g. with tracked changes or comments)

When making changes to a document, make sure your copywriter knows what changes you’ve made, either by using tracked changes, adding comments, or using a different colour font*. Never delete anything – either note it or cross it out (preferably saying why you don’t like that bit). By not making the changes obvious, your copywriter won’t know what’s been changed and it will potentially cause extra work if they have to compare versions.

*Find out if your copywriter has a preference. For example, my preference is for comments and annotations in a different colour. I know some people who absolutely detest tracked changes!

A few closing words

Providing your copywriter with constructive feedback telling them what you like and don’t like about the copy will help with the end result – copy that does the job it needs to.

I hope these tips will help the next time you work with a copywriter to create content that works for your brand.

About the Author

Hi, I’m Anita, a freelance copywriter based in the West Midlands, UK.

I write helpful content for brands who want to be the first people customers think of when they need them. If you’re looking for a copywriter to make that happen, get in touch to see how I can help.

You can find out more about me here:

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