if it quirks..

When you are a writer, whether it is copywriting or technical writing or freelancing, one of the things you will deal with is criticism.

Everybody else can write it better.

Everybody else is a better writer.

Everybody is a critic.

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If you are a copywriter, you write content for marketing purposes.  You write words that sell.  That’s your job.  So, criticism is expected from your clients and even welcomed.  Clients are, after all, paying you to write for them.  The work should be producing results.

Most clients will give you feedback that is helpful and even worth you knowing.  You catalog that in your list of facts to know about the client and build upon it for your next piece of work for them.  That is fine and dandy.  That is valuable critique.

HOWEVER, there is always that one client who is never satisfied; who can write it better; who is, apparently, a writer themselves.

But the problem is they are not.

They think that they make the copy better or they add way too much where it’s unnecessary and harmful to the conversion of the piece.  Or their grammar is a nightmare and a half.

Once you get their corrections back, it is nothing close to what you initially wrote.  Gah, they wrote an essay when this is an email newsletter.

These are the people who do not actually understand writing for marketing purposes.  Yet, they may be extremely knowledgeable about the topic or the product.  They can be a great source for input and inspiration, but not so much for the writing.  Or they are simply a smidge big headed.  Perhaps a combination of the two.

What’s a writer to do?

Copywriting is tricky.  You really can’t tell your client, “Thanks, but no thanks for this mumbo-jumbo.  Now, I have to start from the top again.”

Instead, you receive their email titled “Feedback” or “Corrections” and you cringe.  You know it is only a mountain of redundancy you will have to fix.  You know it is only back-tracking.  To put it bluntly, it is wasted time, effort and productivity.

You go to your coordinator or boss and ask them to politely mention to the client in the next meeting that you recommend doing XYZ for the [insert name] project.  Or you make little comments in the text with your input and “advise” this or that.

Then, you huff about it out loud to your computer screen and cry to your co-workers.

These are the types of clients who make you wonder why you write at all.  Why did I even try on this piece? 

But here’s the thing.  As a writer, you have to be grateful for those annoying hits at the end of the day.  Honestly, every kind of feedback can make you a better writer.  Also, it helps you to understand your craft better and to learn how to deal with customers or clients with unreasonable expectations.

Besides, that customer is the one paying for your services.  All you can do is suggest and let them know you are trying to help them be successful.  If they are not big enough to take your recommendations or they are too proud of their own “expertise” to take feedback themselves, then it is their loss.  At the end of the day, they paid you to do your job.  You did your job.  If the content does not achieve it’s goals, then you can say (in your head, of course), “Told you so.”

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A peanut gallery is annoying and frustrating, but they will help you grow.  Focus on your craft and be the writer.

Breathe.  Remind yourself not everybody is a writer, even when they think they are.  But let them have their moment.  Roll your eyes and just keep writing.