Every writer wants their clients to love their copy. When you hit “send,” you might feel a little hitch in your belly, especially if it’s a new client.
You’ve poured your energy into this project and want it to hit the mark.
And yet… every working writer has received feedback like:
- “This isn’t quite right.”
- “Can you make it punchier?”
- “I can’t put my finger on it, but it’s not working.”
When this happens, it’s normal to start second-guessing yourself. Maybe you wonder whether you have what it takes. Your inner critic gets loud, fast.
But here’s the truth: feedback on your draft isn’t a “you” problem. It happens to every writer, and more importantly — it’s usually about clarity, not talent.
The good news is that a few clarifying questions before you even start to write can help you write a strong first draft and reduce needed revisions.
And if you didn’t use them to write the piece, these questions will help you determine what the client is really looking for and avoid further revisions.
But before we get to tactics, let’s look at what’s really going on beneath the surface.
The Real Problem Usually Isn’t the Feedback Itself
Any feedback that isn’t “We love it!” can sting. But writing is subjective. If you don’t define what “good” looks like together at the beginning, the client can only react to how the draft feels, not whether it meets the goal.
This is why feedback so often sounds vague.
Clients describe symptoms (“feels flat,” “not professional enough”), not diagnoses. One writer I know kept hearing, “Can you make it more professional?” After a few rounds of frustration, she learned the client meant “add more statistics.”
When there’s no shared definition of success, feedback feels personal. When there is a shared definition, feedback becomes data.
Most clients don’t know the language of copywriting, so they tell you how it landed for them. Your job is to translate those feelings into something actionable.
If “it feels flat” becomes “add a concrete detail,” the revision becomes obvious.
Use Feedback to Get Clearer on Your Client’s Goals
True story: A client once printed my draft, marked it up in red pen, scanned it, and emailed the PDF. Not only was it hard to decipher her handwriting, but it was also hard to understand her feedback.
So if you can, get your client on the phone. Talk to them directly.
Because one question can clarify confusing feedback:
“Which part didn’t match what you had in mind: the angle, the tone, or the structure?”
This forces clarity.
- If it’s the angle, you shift the perspective.
- If it’s the tone, you adjust the personality.
- If it’s the structure, you reorganize the logic.
A post about why people overspend has a different angle than a post about how to save money. Same topic. Two completely different pieces.
Once your client applies more descriptive language to what’s “off,” it’s more easily fixable.
Listening and clarification are muscles. And here’s how to build them.
A Simple 4-Step Process for Handling Feedback Calmly and Strategically
Once you understand what the client really means, you can get your brain out of panic mode and into problem-solving.
Step 1: Pause
When feedback hits your inbox and your chest tightens, don’t respond right away. Walk the dog. Make tea. Water your plants. Once your nervous system settles, the comments look different.
This helps you separate emotion from the real issue, which is gaining clarity on what to do.
Step 2: Decode the Meaning
Most feedback falls into one of these categories:
- Message — the angle isn’t right
- Structure — the logic feels off
- Voice — it doesn’t “sound like us”
- Direction — the goals changed or a new decision-maker weighed in
- Execution — they want tighter, sharper writing
Revisions fall into different categories.
Examples:
- “It doesn’t feel right” — message mismatch
- “We want something fresher” — voice
- “Can it be punchier?” — pacing/tightening
A note on direction: sometimes clients bring in a new stakeholder late in the process and this person has a different agenda. The fix is to ask at the beginning of the project if all the stakeholders have had a chance to review the direction.
Step 3: Ask Clarifying Questions
Guessing is exhausting and usually wrong. Ask:
- “Which part felt off: the angle, the tone, or the structure?”
- “Do you want to keep this direction or explore another?”
- “Is there a competitor whose tone matches what you want?”
- “Which emotion should the reader feel at the end?”
If they’re unsure what these terms mean, offer simple definitions:
- Angle — the main idea or point of view.
- Tone — the personality of the piece.
- Structure — how the ideas are organized and whether the logic flows.
Then add:
“If one of these stands out, it helps me fine-tune before revising.”
Your goal is shared clarity before you edit a single sentence.
Step 4: Revise Strategically
Once you know the real issue, revise with intention.
Here’s my internal checklist:
- Did the goal or direction change?
- Is the message off?
- Is it a voice mismatch?
- Does the structure flow?
- Or is it really just a few tweaks? (i.e., “Not professional enough” might mean “add more authoritative citations.”)
When you send the revised draft, frame your changes so the client sees your thinking:
“Here are the updates based on what we clarified:
• Tighter opening narrative
• More authoritative tone
• Stronger call-to-action grounded in user insight
Let me know if this aligns with your vision.”
This positions you as a strategic partner, not an order-taker.
Feedback Doesn’t Mean You’re a Bad Writer
B2B writing is collaborative. The best writers aren’t the ones who avoid feedback. They’re the ones who use it to build trust and improve the work.
You’re a writer, yes. But you’re also a translator, a strategist, and a thought partner.
When you stop taking feedback personally and start treating it as clarity work, you not only protect your confidence, you become invaluable.