A guide to giving feedback to your copywriter. Giving feedback on conversion copy is probably not something you do every day. How do you know what to look for? After hearing a few clients say they felt a bit anxious about what's expected of them when giving feedback on their draft copy, I created this guide to give a few pointers on what to look out for.

Let’s talk about how to write copy in your own voice. When you’re trying to be something you’re not, the words don’t flow, you struggle to convey what you really want to say, and worst of all, when people meet you IRL, you sound nothing like you do on the page. And if there’s one thing we can learn from the Theranos debacle, it’s that no one likes to feel duped.

What do a couple of burly bouncers singing nursery rhymes, an empty bucket of fried chicken, and an outdoor retailer opting out of Black Friday have in common? They’re all examples of brands taking risks with advertising copy by side-stepping convention and prodding the socially comfortable boundaries of language, voice and theme.