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7 Important Tips for Reviewing Your Copy

Good Writing Techniques

7 Important Tips for Reviewing Your Copy - Nothing turns a strong copy into a 97-pound weakling faster than the flawed review process. The result is a severely hampered marketing effort and, unfortunately, fewer sales.

Find out how you can avoid this dire marketing situation.

How can you avoid this dire marketing situation?

By having an intelligent and consistent review process that maintains the marketability of your marketing communications. Here are 7 essential tips for reviewing and approving copy.

Easy Ways to Review Your Writing

To review your writing so that it is not messy and does not make mistakes in spelling and words. Here are some ways you can do it:

1. Review the copy from the customer's perspective

On the first pass, read the copies (all of them) without a red pen in hand or an editor's hat. That's how your customers or audience will read it. Now what do you think? Did the concept work? Did the title catch your eye? How's the tone? Is the copy flowing? If you start by editing the first sentence or messing around with the details, you'll be doing your client or customer a disservice.

2. Don't get hung up on grammar and usage

If you think copywriters are breaking the rules of writing, 9 out of 10 there are very good reasons. Copywriters are salespeople in print, so if we use English, that's to the effect. Plus, know that copywriters (and proofreaders) review and correct copy before you see it. For example, I consider spelling, grammar, stylistic issues, use of trademarks and more to ensure quality control of every copy I write.

3. Avoid copying by committee

There's an old joke that says if you want to kill an idea or project, create a committee. Copies by the committee are no different. Conflicting and misguided comments put the copywriter and creative team in the awkward position of trying to please everyone but who matters most -- the intended audience. One way around this is to circulate copies of the information to people who want to see a copy. They can provide comments without being part of the formal approval process.

4. Minimize spin

Provide complete feedback on the first round, passing all your comments, suggestions and changes to the copywriter. That way the copywriter can take everything into account when he rewrites the copy and you can shorten the review cycle. Copies are usually stronger when made in three turns or fewer.

5. Leave a specific comment

When you leave a specific comment, the chances of a successful rewrite increase dramatically. For example, instead of saying, "This isn't strong enough," say, "The tone should be more authoritative" or "This is an added benefit that the copy should cover." Often putting your comments in writing will help you be more specific than if you just gave them verbally.

6. Let the copywriter rewrite the copy

Instead of trying to "write" the changes themselves to include, let the copywriter know your concern and let him or her work it out. The copy will benefit when the copywriter does the rewriting.

7. Rate the copy based on your purpose

Ultimately, copy is written with a specific purpose in mind: to build your brand, generate leads or sales, inform about your company, product, or service, and so on. Make sure the copy is technically accurate and factually correct. 

Then critique the copy based on what you want to achieve, not on the number of superlatives, your competitors' recent ad campaigns, or how they compare to your previous brochure.

So, those are 7 tips for reviewing writing so you don't make mistakes that will maximize your writing so that reading is also good and words will be well organized. Hopefully this prosperous.eu.org article can be useful for all of you friends.

Thank you

( Desi )

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