Comments on: Ego-Butter: How to Give a Copy Critique

By: Bellaisa

Bellaisa — Tue, 02 Aug 2011 17:27:20 +0000

To improve you have to listen.

I have to disagree with you Robert. I like criticism. In fact I ask for it! The only stipulation I have is that it has to be constructive criticism.

Constructive criticism is what makes you better at what you do – or makes what you did better. It doesn’t matter how great you think you are, there is always someone out there who can help you improve.

By: Robert Heiney

Robert Heiney — Tue, 21 Jun 2011 19:03:33 +0000

Nobody likes criticism. And criticism of writing seems to be one of the cruelest punishments of all. Writing is a cerebral process. You cannot make a six figure income writing if you don’t have a cerebellum. The way to beat the criticism blues is to write more – more often. I think Mike Masterson said that: “Writers write”. I can truthfully say, if I was being critiqued by Mike Masterson and John Forde, I would “get in, sit down, buckle up, and shut-up…”
Some copywriters have a right to criticize anyway they want. And it’s up to the critiquee, to gratefully use that for growth.

By: Scott

Scott — Tue, 07 Jun 2011 10:05:15 +0000

I got some negative comments from a short past customer re-activation letter. Some were outright dismissive of the piece.

It took some effort to take all the hits but I hung in there and took notes on every thing they said and even repeated their comments back to them to make sure I heard everything they said correctly.

Then I took each criticism and examined how I could write the piece that met the clients expectations while keeping the integrity of the purpose of the letter. Man it took some determination to keep me in front of the piece which I was doing AS A FAVOR.

Anyway the result was the client felt infinitely better about the piece. I reduced the letter by half a page, learned a heap about communicating clearly and quickly while getting all the information in, and turned out a 10% response rate.

The client now has more regular customers paying more per visit more often. And they’re stoked for the privilege.

Criticism is gold. Take the view that the person criticizing loves you and wants the best from you and really look honestly at how and where the criticism fits.

By: Brady

Brady — Sat, 04 Jun 2011 15:14:28 +0000

Wonderful post! I liked how you captured the feelings from both sides of the table.

Now here’s what I didn’t like about it…

Just kidding.

This can be a touchy subject, and I think the key to a successful outcome is the respect level on both sides. As a copywriter, conversion is my only goal so I am happy to take suggestions (I can’t make myself say “criticism”) from an employer who understands what they are talking about, and has the same goals… However, I have also written some copy for less experienced people who don’t have the first clue about selling anything, and I would have been less excited to get criticism from them.

Great work, I’m glad I found your site.

By: Rezbi

Rezbi — Fri, 29 Apr 2011 13:44:34 +0000

Good points, John. I’ve had critiques where I went in thinking my copy was… how can I put it?… s*** hot.

So the ‘corrections’ did sting.

But, I know I can improve. And I know there are soooo many copywriters waaaay better than me.

So I just bite my tongue and learn.

Best,
Rezbi