Any kind of writing is open for critiques, but copywriting is one of the few where you’ll get that feedback from a full group—and in-person. If you’re the kind of person who takes your work personally, you’ll need to find a way to get some distance and perspective. How?
It can be surprising for new copywriters to get live feedback on their work from a whole group of people; there aren’t many situations where five to 10 people will sit down with you and tell you to your face exactly what you’ve done well and not so well on a project you’ve poured your heart into. And, yes, some people take this personally.
The Creative Review Process
But before we get into tactics for getting over the sensitivity, let’s talk a bit first about what a creative review—and really, an entire creative project—actually is.
You and your design partner take your project from concepting through a finished piece, and that can make it can feel like it’s all yours. But that’s not the case. To begin with, the idea for the project itself likely from one or more project managers who probably had to convince their higher-ups to give them approval to do it. And then, in addition to that, there are multiple people who are going to be part of making it come to fruition, whether that be developers for a digital project or producers for a print project. And, of course, the outcome of the project affects not just these people but the company goals and the company itself.
Collaborative Projects
Even though it feels like a project is entirely yours, it’s not. The completed and launched/produced project is the result of a larger group of people working together. And as such, this group of people need to come together and offer expertise from each of their individual areas of mastery. One of the key places to offer this is in the creative review.
Creative reviews aren’t about giving you feedback. They’re about giving feedback on the project and how it’s been executed thus far. You’re not perfect, your designer isn’t perfect, and you simply don’t have the knowledge that some of these people do. You need their input to make this piece the best that it can be!
You vs. Your Writing
The most important thing to remember is that the feedback is not feedback about you or your abilities. Developing a “thick skin” is more about having some perspective about what’s going on in the meeting. That feedback is only about things that need to change in the piece in order to make it excellent and effective.
It’s not about you. And, just as important to remember, you are not your work. Sure, your work is something that you put effort into, but it’s not a reflection of your value as a person or even a true reflection of your value as a copywriter. No one gets it right all the time and, at least 97% of the time, your work won’t get instant approval in a review. And that’s not just true for new copywriters; it’s true for all copywriters.
A creative review is a bunch of people getting together to help each other make a project into the best it can be. Don’t let yourself read into it any more than that.
Now, sure, there will be times when your feelings might get hurt. Maybe you’re having an off day already or it was a particularly tough project or someone in the review is just being especially snippy or rude.
The most important thing to do in these scenarios is to keep yourself together. You’re a professional! If you need to leave the room for a moment, do it. If you need to suggest a follow up review later, do it. But don’t, under any circumstances, get angry, get upset, cry or yell. You need to be in control of yourself and you need to be above it all. Just as your projects aren’t you, your job is not your entire life. Get out of the scenario as soon as you can, cool down, complain to friends, have a beer—whatever. Just don’t lose control in the meeting.
Again, though, the vast majority of creative reviews will be calm, civil, and constructive. Don’t let yourself make it about you. It’s just about the project and making it the best it can be.
Your Turn
What have your experiences in creative reviews been like? Let us know in the comments below!
Last Updated on January 2, 2024
I think this is great advice! Reviews should always be taken with a grain of salt. I attended the Portfolio Night review in NY this past Spring, which is promoted as a sort of end all be all of Copywriting Portfolio reviews.
Excited and nervous, I entered with grounded expectations as I had attended the prior year’s event which I realistically wasn’t ready for. My first reviewer was positive, even his criticism had a apprentice type feel. He pointed on the good, and when it came to the bad, he had an honest tone that didn’t leave me defeated. My second reviewer was different.
Checking his phone the whole time, his review was shaded more towards harsh than helpful. When all was said and done I was a bit shaken as I nervously walked away. But, a few minutes and some deep breaths later I realized that even if I had good/great work I wouldn’t have gotten a true review because he didn’t want to be there.
My 3rd review was much more like my first. At the end of the event, they have what is referred to as the open period, where you can go up to any CD you’d like. I had my eye set on one particular CD whose work I admired. Much to my dismay, he was in such a hurry that he flipped through, gave some one word answers and left.
So, the moral of the story is to have confidence in your work. What one person loves, someone else may not understand or like. When multiple people make the same comment, that’s a different story.
Hi Rich,
These are all great points; sometimes an “objective review” just absolutely isn’t! You’re right: It’s important to have confidence in your work, but then also to balance that with the ability to be open to insightful and useful feedback. It’s not necessarily easy to balance both, but it leads to the best ads!
Thanks for commenting!
Nicki
You are not your work. This is a great saying!
Hi Sheree,
Thanks! It’s something I’ve had to say to myself from time to time, and I don’t know any other copywriters who haven’t had to say it to themselves, either. 🙂
Thanks for commenting!
Nicki