|Fear Not the Feedback
By: Mona Sabbah
As creatives, we put ourselves out there every day. From feedback to criticism to having to make something pop a little more, it’s draining. But you and I know it’s part of the process. Without revisions and changes, the work can’t be approved. Without approval, there’s no publication, and without proof you have no portfolio. So how do you deal with feedback?
Prepare for it; make peace with the fact that it’s part of working in advertising. Don’t take it personally and allow time for the back-and-forth dance you’ll have with the client. If there are many changes, I suggest a phone call before you get to work.
Implement the changes, but remember that you don’t have to do all of them. At least, not on the first revision of the work. Make the corrections you kind of agree with and provide a reason for the ones you’re not making.
When client comes back with their own copywriting suggestions and kills your copy, come back with an alternative solution. Tell them you’ve noticed the “new” words and ask that they explain why they didn’t like your word selection. With the answer, you’ll be able to provide a better fit for your copy.
When asked for corrections, you may have new questions for your client in order to complete revisions. During that process, you may uncover facts and details about the product or service you didn’t have previously. That may actually make the work better, if not more creative.
There’s good news to feedback. With changes comes more billable hours. Who doesn’t like a fatter paycheck?
From inappropriate to flat-out wrong to preferences and pet peeves, there may be a host of reasons for client feedback. Don’t forget; it’s not personal. They’ve chosen you to do the job, so they obviously think you can do it. Just stay positive and remember — your clients aren’t creatives.
Mona Sabbah is a Senior Copywriter/Creative Director with over 12 years of experience writing for print, TV, radio, and online. Mona has worked on a number of accounts from The Florida Lottery to Air Canada and Keiser University. You can see some of her work at http://www.miamicopywriter.com/. Find her on Twitter at @miamicopywriter.
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