![]() ![]() If they’re not, there’s a consequence, you can figure that out. You make sure everybody is going to be there who’s going to be reviewing the copy. When you have a copy presentation meeting, you book it in advance. One of those key meetings is the copy presentation meeting. One, you need to start very likely having more meetings with your clients than you’re already having today. Somebody already said in chat, you’re leading them not controlling it. When you don’t frame it right, they think it’s all about what their feeling is and their reaction to it, and it’s not that at all. Let’s see what the next line says.” Then from that point on, they’re continuing to lose trust in you, doubt you, even if your copy is great. You are now … they’re just like, “Okay, well the headline didn’t work. As soon as they see your copy show up in their inbox, they open it all filled with hope, and if they don’t like the headline right out of the gate, done. It doesn’t take long for a client to move from being hopeful that you’re the solution to their problem, to doubting that you’re the solution to their problems. They have all of that kind of emotion there. ![]() The reason you do that is, as I mentioned in this morning’s email, because you’re … There’s a lot of hope built into what your client thinks about what your copy’s going to do. There will be a sense of rejection, that’s like looming always behind the scenes when you’re presenting. It’s going to be hard if you haven’t done it before. If you’re not doing this already, now is the time to start. It’s going to completely help eliminate that, but you still need to actually get on a call and present your copy to clients. Which is why Airstory has this very cool new workflow coming out in a couple months. You’re definitely doing your audience a disservice because when you email copy over, people start writing their feedback, right in the copy. ![]() If you don’t present your copy to clients in real meeting form, you’re doing yourself a disservice, you’re doing your client a disservice. Today we are talking about presenting your copy to clients. It will never work as well as what we’re going to show you today. I have seen it all, and I have found that if you email your copy off to a client and say, “Hey, let me know what you think,” and you even give a little bit of structure around their feedback. If you haven’t experienced that, you will. You know how mad things get when you just let your clients kind of just review your copy and tell you what they thought about it. Then try not controlling it, and see what happens. I know that might even sound like, what, control is an ugly word. If you don’t present it to them the right way, you’re likely to hear those things.Ī big part of our job as copy writers, is to help control and manage what people who are reviewing our copy are thinking, saying, and even doing. Those things that you hear when your clients are reviewing your copy. So, how can we help our clients understand that? That it’s not a soft skill, that it’s not about them saying, “Oh, I really like this,” or “Oh, I don’t like this,” or “Oh, my wife doesn’t like this,” or whatever it might be. ![]() And, of course, at Copy Hackers, we do not take that approach, and we hope that if you’re watching this, you’re not waiting for the point where I say, “This is where the muse strikes.” That’s never gonna happen with any of our training. Copywriting is the super soft skill and all you do is you sit there, and you dream things up. Everybody has this, sadly, and a lot of the world’s less awesome copywriters, probably good people, might not be right for the copywriting profession. Okay, so when we’re writing copy, when you’re reviewing copy, when you’re writing copy, whatever it is, there’s this strong sense. It’s kind of set expectations for that whole review process. Also, if you aren’t a copywriter, but you review people’s copy this will help you as well. We’re talking largely to the copywriters in the house today. Today, I’m going to try to keep it there. And If you have a question that you want answered, do pop that into Q&A, and we’ll do our best then to get to that at the end of today’s 20 minute Tutorial Tuesday.Īnd that’s really going to be, probably, twenty minutes. If you have anything you want to share with us, quickly feel free to chat it over. Sarah is sick today, but she has a wicked new haircut, and I wish she were on camera, but she’s not. Joanna here from Copy Hackers and Airstory. Welcome to the first tutorial Tuesday of September. Joanna is writing in Airstory, the writing software for research-based projects. ![]()
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