Giving feedback is an essential part to any project, document or plan. In marketing, it’s a major component in a client-consultant relationship, but you’ll need to give or get it in any industry or professional role. There are a lot of different avenues to provide feedback and a lot of nuance. If you are looking for some guidance in the feedback department, you’ve come to the right place.
Giving feedback can be tricky, people are proud of their work and have put their best product forward. A skewering may not be received well, so we’d like to help you avoid any kerfuffles with your colleagues.
Ground Rules:
Present feedback in a constructive and positive manner. Point out tone, format, fonts, design or approach that might be working, along with your edits and suggestions.
Use the Sandwich Method (TM?) Choose 2 positives and put the criticism in the middle. EXAMPLE: I liked the font you used but your grammar could use some help. I really liked how you presented the concept-work with that!
Be specific. This can include location (paragraph 1, sentence 2), exact language (Change the subject to “Shouting at Santa”) or format (sort by media type when you send to the client).
Be equally specific about creative latitude. EXAMPLE: I’d love the header to say “Welcome to Our Restaurant” but please recommend some on-brand colors and type styles.
·Offer to provide feedback on multiple drafts. Sometimes we need initial feedback to make sure the document is going in the right direction, then we need the next pass to make sure we’re getting it perfect.
Just because you gave feedback doesn’t mean it will be used. Feedback is simply a suggestion and the author or client will make the final approval.
If you’re getting feedback, don’t take it personally. The feedback giver sees things from a different perspective and wants to help you see success with your project.
Be honest. If a design, copywriting style or approach to the project is not working for you or not in-line with your brand, speak up. Don’t let the creator edit elements you don’t like anyway and help them get into a different mindset about how to complete the project.
·Conversely, if you are giving feedback and the creator replies WHY they formatted, wrote or designed something a certain way that you edited, take it into consideration. Sometimes these elements need a little context.
Now that you know how to not get into an office feud when giving feedback, we can move onto actual ways to provide feedback. YAY!
In Person
If you’re able to give feedback in person, great! This is the most direct way and you leave less to get lost in translation. Be constructive and point out specific issues or edits. Here are some ways to give feedback in person:
Look at the document by yourself, create a list of issues or suggestions, then have a quick discussion with your colleague. Start at the top so you’re not wandering all over the document. Organizing your edits will help the creator save time and understand the suggestions.
Print out the document and mark your suggestions with your favorite pen or pencil. Old school!
Provide an electronic version with notes, then review the document with the creator. This is perfect for the eco-friendly office! Save the Trees!
Ask the creator what works best for them.
Online
Not everyone works in the same office, but feedback is still essential. The Brandstalk’s favorite method for giving feedback remotely is using Adobe Acrobat comments or Track Changes in Word. Here are some options for providing feedback to someone that may not be near by:
Make sure your edits are easy to understand. Use clear language and directions. You don’t have the luxury of the immediate in-person discussion.
Give locations- this is especially important for emailed documents because you aren’t there to point. EXAMPLE: First section, second bullet-“parking” is misspelled. Page 2, lower half- Change photo to “family.jpg”
Reply via email with a list of edits or changes.
If you are uploading to a project management software, network or shared drive, be sure to tag or let the person know your feedback is ready.
Another great way to make sure everyone is on the same page is to send a clear, organized summary or document of your feedback and then follow up in real time over the phone or Zoom.
Key takeaways
Be constructive. And be thankful that you have a sounding board! You are working on this project together toward the same goal. Don’t fear feedback and edits – encourage it. Different perspectives and review skills only make the end product better.
Are you a small business owner and need some feedback on what you are doing? Contact The Brandstalk and we’ll provide perspective on your plans and programs.
