How We Respond to Client Feedback at Comma Copywriters
Studies have shown that feedback is a crucial part of the learning process. At Comma, we believe it’s also a vital part of the writing process. That’s why we’re here to give you a behind-the-scenes look at how we use client feedback and why it’s so important, as well as a few extra tips for how you can give good feedback to your writers.
You might be wondering, “Is it really that big of a deal?” The answer is yes, it is! Here’s why.
Feedback: What Is It and Why Does It Matter?
Have you ever tried to teach yourself something new? You may have run into a few roadblocks along the way or, in some cases, had to take everything apart and start back at square one again.
Imagine how much easier it would have been if you’d had someone who already knew everything perfectly sitting right beside you giving instructions. Think of all the time you could have saved if they had stopped you right away when you made a mistake instead of letting you spend hours tightening nuts and bolts, only to realize you accidentally attached something upside down. Wouldn’t it all have been so much easier if you’d been given just a little guidance — or feedback — along the way?
At Comma, we are learning new writing styles and brand voices every day. Feedback helps us learn our client’s styles and preferences faster much faster than trying to guess on our own. That’s why we rely so heavily on receiving client feedback throughout our writing process. It helps us know when we’re on the right track and when we’re missing the mark.
Jen Bruton, Team Lead at Comma Copywriters, has learned firsthand how difficult it is to write on-brand without receiving any feedback along the way.
“Feedback, especially on the first piece, really helps a writer nail the tone and direction of any subsequent pieces,” Bruton says. “Nothing’s worse than learning months down the road that the client wasn't 100% happy with the work we were doing. If we had received feedback from the very first piece, we could have made adjustments right away and saved everyone heartache and frustration.”
Where Client Feedback Fits In
In general, feedback helps a writer know what they need to change or adjust so they can better match the tone and feel that a client is looking for. The more feedback the client can give, the better.
At Comma, we incorporate feedback in several ways –
Peer Edits. We never deliver a piece without having at least two sets of eyes on it. Typically, this means the Lead Writer will complete their first draft, then send it to a Managing Editor for review. This creates an opportunity for the writer to first receive feedback internally and collaborate with their Managing Editor on any adjustments required to help the content piece more closely match what the client has requested.
Five Business Days to Review. Once we deliver a piece, the client has five business days to review it and give feedback. This is one of the most important steps in our writing process because it helps the writer know if they need to adjust how they’re writing now. When clients don’t give feedback at this stage, the writer assumes no feedback means everything is fine and right on target, which may not actually be the case. Though we do our best, we’re copywriters; not mind-readers. If you don’t tell us something is wrong, then we won’t know that we need to fix it.
Two Rounds of Revisions. When learning something new, you don’t often get it perfect on the first try. That’s why we incorporate two rounds of revisions so our clients have two different opportunities to give us feedback. This allows for more in-depth collaboration and, if needed, additional edits to make sure the final draft is right on target.
What is Good Feedback?
There are two types of feedback you can give: good and bad. Contrary to popular belief, ‘good’ and ‘bad’ aren’t referring to whether or not you’re pointing out things someone did well or things they did poorly. Good vs. bad feedback refers more to the amount of direction you include.
Good feedback is specific and actionable. That means including the “why” behind your thoughts. Before commenting on a draft, ask yourself why you specifically do or don’t like a certain part. Does the tone feel formal when you want it to be more conversational? Are the words used too high-level for your target audience?
Including the why behind your comment helps the writer identify exactly what needs to change between this draft and the next as well as what elements were spot on and ought to be included more throughout the piece.
“Good feedback is more than just ‘this needs work.’” says Bruton. “Getting positive feedback, such as ‘this is exactly what I'm looking for’ or ‘I love this source that you used’ helps to propel the writing process forward and helps writers know what someone is looking for vs. what they aren't.”
At Comma, we LOVE client feedback! If you’re ready to work with a team who can readily accept and apply feedback, then schedule a free consultation with the Comma Copywriters team today.
