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Submitting copy to a client — especially a new client — can be intimidating. What if they don’t like it? What if it’s not creative enough? What if my concepts are off-base?
If you’re like most copywriters, what your client thinks is important to you. You want them to like the copy and to like you.
You’ve invested the time and work to produce something you think is on point, but that little voice in your head keeps planting seeds of doubt.
If you’re a good copywriter, you listened carefully to your client when getting the information for your copy. You figured out what they emphasized, the points they felt were most compelling. You took note of how they organized their thoughts. You asked good questions and paid attention to their answers.
But clients don’t always communicate their thoughts clearly when telling you what they want for their project.
Sometimes they need to see you write it wrong, for them to figure out what is right. They need to see a first version to determine what they really want. Frustrating, but all part of being a copywriter.
So are doubts. Even experienced copywriters can suffer bouts of insecurity when submitting copy to a client. They worry that the client won’t like it. It’s not clever enough. It’s too long. It doesn’t explain the product or service in clear terms.
Most of the time, your fears are unfounded. And when that’s not the case and the copywriter isn’t pleased, don’t let it get you down. Once you’ve been writing long enough, you know not to take it personally.
Negative feedback isn’t the end of the world. Often clients can be abrupt or straightforward in expressing their opinion. They’re not worried about your feelings. They’re thinking only of their business.
Don’t internalize their criticism. They likely don’t mean to be insulting; they’re focused on getting the copy fixed.
Just because your copy isn’t what the client had in mind doesn’t mean you’re not a good writer. Negative feedback shouldn’t be a career-ender or the thing that sounds running to a therapist. Don’t dwell on it. Listen to your client’s comments, fix the copy, learn from the experience and move on to the next project. Yes, it’s that simple. You got this!