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What to do when the client says, “I hate your copy”
by Steve Slaunwhite
She was almost in tears. “My client has ‘concerns’ about my copy and wants to talk to me,” said Diane P. during one of our coaching sessions. “I’m terrified.”
I don’t blame her. It can be distressing when a client is less than pleased with your work. It’s easy to take it personally, feel discouraged, even depressed. I’m certainly not immune.
I know a copywriter who seriously considered quitting the business because of negative feedback from just one client! (He eventually came to his senses.)
So what do you do when a client does not like what you wrote? Ideally, you want him or her to feel reassured that a prompt revision – by you, of course – will make it all better.
Here is a 6-step strategy that works for me:
1. Don’t be defensive.
You want feedback, not combat. Listen carefully to the client and try to determine what went wrong. Be open to criticism, suggestions and new ideas. Don’t act angry or defensive, even if you disagree. Be the consummate professional.
2. Explain your approach.
Sometimes the client doesn’t understand why you wrote something the way you did. You may need to explain your strategy, or justify a particular copy element.
I once wrote a sales letter for the owner of a very small company. When he saw that I had put a P.S. in his letter, he balked. “Is this really necessary?” But once I explained the benefits of using a P.S., he agreed to keep it in.
3. Ask for specifics.
Never accept vague feedback like, “Paragraph three just doesn’t work for me.” Nail down specifics. Ask your client such questions as:
- Are all the facts correct?
- Am I missing anything?
- Is there any extraneous information I should delete?
- Are there any awkward passages or transitions?
- Did I explain all the features and benefits clearly?
- Does the style, tone and vocabulary fit the target audience?
Don’t guess. Know what needs to be fixed BEFORE you revise the copy.
4. Confirm.
Once you have gone through the copy and clarified the areas that need revision, confirm these details with the client. You can do this verbally or by email.
5. Set a deadline.
Never say, “I’ll turn this revision around in a couple of days.” Always confirm exactly when you’ll complete and submit the revised draft. An exact date-and- time deadline is very reassuring to a client.
6. Complete the revisions exactly as directed.
When revising the copy, you may be tempted to explore new angles or try new ideas. Don’t. Complete the revisions exactly as requested. If you have a great idea, present it separately.
Well, there you have it. My 6-step strategy for dealing with negative feedback. Use it. It really works!
I’ve had clients go from being unhappy with my copy to praising my writing skills and offering me more work – all during the same phone call! – simply because I followed these steps.
So the next time you receive the dreaded “I’ve reviewed your copy. We need to talk.” email, you know what to do. Keep your chin up. Follow the steps. Act professional. Then get to work on those revisions.
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