I get this question a lot—”how many revisions do I need for copywriting?” or “how many rounds is fair?”—and I understand the thinking behind it.
People are worried that clients are going to “take advantage” of them and request round after round after round of revisions until it’s perfect.
But here’s the thing: Our copy is supposed to be perfect. (Or, at least, as close to perfect as it can be.) It’s supposed to dazzle and thrill our clients.
So the answer to “how many revisions do you need for copywriting?” is really:
**As many as it takes to make sure your client is happy.**
You write it ’til it’s right.
Because that’s our job. We don’t deliver half-ass copy. We deliver excellent copy that our clients are delighted with. Anything short of that is unacceptable.
Are You & Your Process the Cause of Endless Revision Rounds?
I’m going to say something that’s going to shock you:
**If your client wants many, many, many rounds of changes, in 99% of the cases, that’s your fault.**
Whoa! Harsh! I know—but you also know that “harsh” is not my style, so stick with me.
The vast majority of the time (if not all of the time), the cause of multiple rounds of revisions can be traced back to not starting the project correctly.
After all, WHY do multiple revisions happen?
(And to be clear: One or two rounds of revisions are completely normal. It’s a collaborative process and you need those rounds to refine the message. When I say “multiple” I mean three or more rounds.)
Multiple revisions happen because your client felt that you missed the mark somewhere. Maybe it’s in the message, maybe it’s in the tone, maybe it’s in the focus—there are plenty of places. But you’re having to revise it so many times because you’re off the mark somewhere.
Did You Start with a Creative Brief?
And WHY would you be off the mark somewhere?
Because you didn’t start out with clear enough input.
Before you even begin to THINK about writing, you and your client need to sit down and get 100% clear on the key elements of the piece that you’ll be creating.
You need to be clear on the benefit to consumer, who the target audience is, what they want and need, what your client’s goal is for the project, what they want the target audience to do, where the target audience has been in the customer journey before this, where they’re going afterward, what their objections to taking the action might be, how those objections can be overcome, what information the target audience needs about your client… And so on.
You need to be clear on the scope of the project—EXACTLY what it entails.
Essentially: you need a creative brief for every project.
And you and your client need to see and understand all of this exactly the same way. You need to completely get your client’s perspective and you need to completely understand every angle of the project.
If you have any questions about any of this or aren’t clear on anything, you need to ask your client. You can’t write a project if you don’t completely understand it.
And yes: You need this information for EVERY. SINGLE. PROJECT. Even the little ones!
If the project is smaller, the answers to all of these questions might not be as long, but you still need to know the answers.
When you completely understand the project and all of the objectives—and when you and your client are on the same page—the project goes much smoother and you avoid the multiple revisions.
Did You Get Answers to All Your Questions Before Writing?
Here’s another key:
**Your client doesn’t know to give you all of this information. YOU have to ask.**
Remember, you’re the copywriting professional! Your client may never have even worked with a copywriter before. And, even if they have, it’s not their job (or their expertise) to guide the process.
It’s up to YOU to collect the information you need to write the project well—it’s not up to your client to read your mind and know what you need to know.
Sooo…(back to that tough love here)…if you don’t collect all of that information you need and, as a result, your client needs multiple revisions…the fault is yours.
But, that’s a good thing! It means that you have the power to make sure this doesn’t happen in the future!
Your client should be absolutely delighted by your work at the end. (Or at least pleased.) And that means that you offer as many rounds of revisions as it takes to get there.
BUT when you start the project off the right way, you get all of the information you need at the beginning (and continue to ask questions as needed), and you ensure you and your client are on the same page, that automatically means that your revision cycle is likely to be limited to just one or two.
Did You Give Your Client Directions on How to Provide Feedback?
Sometimes, clients simply don’t know how to give feedback on our copy. They read it, they send through a few thoughts, and we think, “Oh, great, that’s it!”
And then we send through what we think is the final version of the copy, only to receive our copy doc back with another round of edits.
It’s up to us, as professional copywriters, to lead the revision round. That means telling your clients what you need to do your job effectively and efficiently. For example, “In order to hit the agreed-upon project timeline, I’d appreciate your entire team’s consolidated feedback no later than [insert your deadline for your client]. Instead of tracking changes, feel free to leave comments about what is working and why (and, alternatively, what is not work and why!). That way, we can be sure the copy hits the mark!”
Remember: we’re always focused on leading with the benefit to our clients! You want to make it clear you’re taking work off their plate—you are giving them directions to make everyone’s lives easier.
So, the question shouldn’t be “how many rounds of revisions do I offer?” That’s not even really a question.
The question should be “how can I best set up this project for success and, as such, limit the rounds of revisions my client needs?”
And the answer? Well, see above. 🙂
Read More: How and What to Bill Your Clients
Many copywriters have a hard time figuring out how to charge for our services. Do you charge for meetings? Do you line-item revisions?
As a sought-after professional, your time is valuable and shouldn’t be given away for free. At the same time, though, clients don’t like to feel like they’re being nickeled and dimed for charges like travel time, meetings, phone calls, etc.
Here’s what to include (and not to include) in your copywriting price quote >>
Your Turn
What are you going to change about your project process so you minimize rounds of revisions? Let me know in the comments below!
Last Updated on April 2, 2024
I loved reading this advice! It really helps to know all of the questions I need to ask going into a project that will help me create a fantastic piece 9f work for future clients.
Thanks Nicki!
Hi Rebecca,
I’m so glad this was helpful! Think of these questions, though, as more of the *start* of the list of questions you should be asking to get a handle on the project, rather than the full list. 🙂
Thanks for commenting!
Nicki
Great article Nicki, this has given me clarity on the information I need from the client and I feel much better prepared to ensure I get all the relevant information before starting a project. Thanks!
Hi Leanne,
I’m so glad you found this helpful! Just remember: These questions are only the very *start* to the ones you should be asking to make sure you have all of the info you need. 🙂
Thanks for commenting!
Nicki
Great advice. I like the positive spin. It encourages us to get as much info as possible from the client.
Hi Angela,
Absolutely. The more info you get at the beginning, the smoother the project will be — and the more delighted your client will be! 🙂
Thanks for commenting!
Nicki
This was remarkably helpful. Thank you for listing out the right questions to ask. This will be a huge leg-up in avoiding any frustration for my future client and myself.
Thanks Nicki!!! 😀
Hi Kenz,
I’m so glad you found it helpful! Those questions are definitely a good start – and should also spark more to ask as you get answers from your clients. 🙂
Thanks for commenting!
Nicki
Great, fresh perspective. How about clients who keep changing their mind though about very subjective details? Just go with them…?
Hi Riza,
Unfortunately, the subjective details are going to be up to your client. But remember that you’ll always have a reason for every single word you write, and it can be helpful for your client when you explain what those reasons are. When your client understands that each and every word was written strategically, sometimes they can calm down a bit with trying to control every element. 🙂
Thanks for commenting!
Nicki
After reading it thru, it does make sense. If one does not start off right, you are bound to hit curves in the road. educational piece.. if you fail to prepare, prepare to fail.
By the way, I only started last week and I am working my way thru to make it a lasting career.
Hi Brent,
Absolutely – the way a project begins will predict the entire rest of the experience. And welcome! Good for you for making the commitment to do the work. 🙂
Thanks for commenting!
Nicki
Nicki,
You have NO idea what you’ve just done for my writing AND my project coordination.
I’ve been stuck on a writing project that to date has been revised 12 (yes, TWELVE) times with no end in sight for revisions even though the deadline is looming. I thought that my questions for this client had thorough in the beginning, but reading this post I realized that I’ve missed a few points.
I will never make this mistake again and will be much more thorough in my questions to clients in the future. Thank you so much for your help and the resources you provide. What luck that I found you!
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Hi Ira,
I’m so glad this was helpful! I’m sorry this project has turned into such a monster but, with any luck, now you’ll be able to avoid that in the future. 🙂
Thanks for commenting!
Nicki
Thanks Nicki………I really found this post very useful even though I’m a newbie in copy writing.
Permit me to ask you one of my bothering question on copy writing which is off this post.
Some folks I met few weeks/months ago told me that I must need to see my client face to face at one point or the other during a project, but my question is …… can’t I work with a client remotely on my PC from start to end of the project?
Hi John,
Absolutely! There are clients I’ve worked with for years that I’ve never met (and likely never will meet). You definitely don’t have to meet with clients in person, though you’ll want to have a call (whether video or not) at the beginning of a project.
Thanks for commenting!
Nicki
What is the client simply isn’t clear on his/her own vision but you work with what is discussed – or – the client changes course in the middle of revisions, necessitating more revisions?
Hi Anne,
Part of what makes that input call is important is that it helps you client get clear on his or her vision – it forces them to answer questions about their goals and audience and offer that they might not have previously considered.
It also makes it very clear exactly what the project will entail and what the goals are. And that means that if your client changes course in the middle of revisions, they’re substantially changing the project and going out of scope. If that should happen, you’ll bill for the work you’ve already done, and then put together a new quote for the new work. (After you have a full input conversation, of course!)
Thanks for commenting!
Nicki
This is really smart, thank you for sharing! I always include one round of revisions, but I rarely need to rivise my copy – or not more than one round – so being taken advantage of hasn’t really happened. I have had clients sign off on copy, then shift their audience and want me to rework the copy to speak to the new audience. It’s not a start from scratch project, but it requires more than editing and is definitely not a fault on my end (or anyone’s). In this scenario, would you charge a full fee? Partial fee? Shift to hourly?
Thank you!
Hi Amy,
Great question. Shifting the audience is changing the scope of the project, so it’s a new quote – and the price should a flat fee (like the first one) based on how long you think the project will take you to write and edit it (and including any calls, meetings, and revisions).
Thanks for commenting!
Nicki