Writers are self-conscious.
Not to paint with too broad of a brush, but most writers take their writing personally. There’s something about turning a blank page into something and then sharing it with the world.
Most of the time, we think what we wrote totally sucks.
But sometimes we actually feel good about a piece. What a great feeling!
Then comes the dreaded feedback. Oh, the feedback!
We sweat and we trek and we sludge our way through a draft only to get notes from someone who slashes our word choice and slices our structure and neuters our voice.
You’re going to ruin the piece, you uncultured swine!
Obviously, you don’t say it.
Maybe you think it …
But you remind yourself: taste is subjective (even though some people’s tastes are objectively wrong) and they are the client and you are in a service industry. In the words of Don Draper, that’s what the money is for.
(Also, never, ever forget: Sometimes you’re wrong.)
Luckily, I’m stoic by nature, so I’m good at taking things in stride. But here’s what I’ve learned when it comes to client feedback.
Have a Reason Why You Did What You Did
You should do this regardless because it makes for better writing:
Make purposeful decisions about word choice, structure, your lede, etc. That way, you can say “I phrased it that way specifically because …” Nothing should ever be by accident.
Most of the time, clients respect the thought and yield the floor to you.
Maybe your decision was based on a customer persona, conversations you had with a subject matter expert, or maybe …
Make It Feel Like It’s Their Idea (Because Sometimes It Should Be)
You should always be listening to your client. Not hearing … listening.
Always.
Make a mental note whenever they casually say “It would be cool if one day we…” or “I saw this and really like it…” or “I’ve always wanted our company to…”
Then use their motivation as the inspiration for your work. Take their desire and use your writing skill to shape it into something beautiful. That way, during feedback, you can say “Remember when you said…”
Do yourself a favor and watch this 3.5-minute clip. It’s something I like to show younger writers – my boss showed me when I first started, hey Colton!
Back in the 1980s, Michael Jordan was about to leave Nike and designer Tinker Hatfield was charged with winning him over. Huge pressure. But notice in the video when he’s talking about the shoe with MJ, Hatfield repeatedly says “Remember we talked about…”
Always. Be. Listening.
Be Ready to Push Back
Whenever I ask writers how they would react if they wrote something they were really proud of and the client ripped it apart and wanted to change everything.
You know the answer I’m NOT wanting from them?
“Oh that’s no problem. Whatever.”
You’ve spent years honing your craft, so have some pride in your work. That pride shouldn’t result in a shouting match, but push back and fight for the words, phrases and voice you believe strengthens the piece.
You are the professional writer, never forget that.
Be Ready to Lay Down Your Sword
If you fight for every single word change, you’re going to burn out quick.
Being a professional marketing writer means picking your battles. Because art is subjective, clients may like certain words and not like others. Learn to fight for “load-bearing” aspects of the piece and let the client have the decorative aspects. Understand when (and when not) to put up resistance.
You want information instead of data? Sure, why not.
You want to add solutions everywhere and have massive paragraphs? Let’s talk, shall we?
Make Note of Their Feedback … Literally
Nobody likes to constantly repeat themselves – just ask my wife.
Make a client-specific style guide for word choices and design elements your client either loves or hates. Don’t assume you’ll remember. Write it down. Ideally, create a shared document in case somebody else has to write for the client.
Clients may be picky and nothing gets them in a bad mood faster than telling you to change this to that over and over and over.
How many times must I tell you, you no-talent hack!
Obviously, they don’t say it.
Maybe they think it …
copyhound 