A Few Essential Tips for Reviewing Copy

Last night my 14-year-old daughter asked me to complete an evaluation form for her English class essay on Romeo and Juliet. I really had to think about what level of critique was appropriate for a ninth-grader and how to give constructive comments.

It’s always good to start with positive comments. Fortunately, there were plenty of positive things to say about my daughter’s essay. The exercise got me thinking about reviewing and approving copy. As the writer, I’m usually on the receiving end of comments.

Contained in my free report 66 Proven Tips for Writing Copy That Sells, following are four helpful tips for reviewing copy in a business setting:

1. Keep approval levels to a minimum.
2. Read copy from your audience’s viewpoint, not as an editor.
3. Provide specific comments.
4. Let the copywriter do the rewriting.

(Note: To add a fifth tip, as mentioned above, begin with some positive comments.)

Download the complete FREE report here:
66 Proven Tips for Writing Copy That Sells


Carnegie: Arouse an Eager Want

“You can’t make people do something they don’t want to do.”

That’s what Dale Carnegie wrote in How to Win Friends and Influence People, a classic self-improvement bestseller that also contains a terrific example of a “How To” title or headline, perhaps the best of all time.

Carnegie goes on to say “arouse in the other person an eager want.”

I was reminded of Dale Carnegie when I saw my wife (who has more friends than I have socks) reading our weathered paperback copy of the popular title.

How do you arouse an eager want? That’s for each of us to figure out in each specific instance. But if we’re thinking about it as we construct marketing messages and copy, we’ll be ahead of much of the pack.

Carnegie offers more than a few clues, including this: “The only way to influence other people is to talk about what they want and show them how to get it.”

To repeat, consider it a simple two-step approach: 1) Find out what people want. 2) Show them how to get it.