Feedback to clients — please give your partners feedback

Good feedback leads to even better copy.

When was the last time you got feedback? I mean honest, insightful feedback.

It’s been a long time for me. But recently a client took the time to provide me with feedback. Not the usual vague feedback but the sort that is thoughtful, helpful and valuable. The kind that allows me to deliver better copywriting for them going forward.

While it’s easy to shy away (or even hide away) from feedback, it’s vital to recognise it for what it is - a learning opportunity.

Working for yourself, you get very wrapped up in what you do. Sitting on your own investing time in writing, editing and rewriting the same piece of copy, it’s easy to become myopic in your thinking. External suggestions then become seen as criticism that you take personally.

Yet, working remotely means external input is even more critical. After all, it’s a rare person who is self-aware enough to recognise where they can improve. I’ve realised I need the courage to seek feedback more often and overcome the pride and fear that have usually got in my way.  

Sharing really is caring

Clients need to realise how valuable their feedback can be in helping their external partners deliver better work. If something is good, tell them. But also say what is good about it. If there are things that niggle you, don’t let this fester but share where things can be improved. I have found in my world that good feedback leads to even better copy.

Because constructive client feedback is rare, you must listen when you get it then take action. You need to realise that someone taking the time to distil and share their thoughts is showing you respect and support. It actually shows they care!   

The old adage is that feedback is a gift. And like any gift, it’s not a one-way transaction: it helps the receiver do better work, but it also makes the giver feel good. So if you’re a client, don’t overlook the value of feedback and try to incorporate it more with your external partners — you’ll both be glad you did.