Last week, I got feedback from a client. Nothing new about that, you might think. I certainly get regular feedback from workshop participants and people I help with writing their books. But I don’t tend to get it from business clients. Often, they’re so busy that they don’t have time to properly read through what’s been written. They may even have practically forgotten that they asked you to write content. They just send you payment.
Of course, payment is welcome, but getting feedback reassures me that the content I’ve delivered meets their needs. Business clients think in terms of results, so it’s important for me to explain to them that the content-creation process involves several drafts and a bit of back and forth between client and content creator.
The client who gave me the feedback instinctively understood that. He’s a graphic and web designer, so he has a similar creative process. He took the time to give me detailed feedback on the first draft of some content I’d written for a tourism website he was developing. The process was a little squirm-inducing; it’s hard to fight the urge to defend your work. But I also found it hugely beneficial. Here’s why.
I discovered what I was doing right.
When delivering feedback, it’s best to begin with the good stuff. A spoonful of sugar helps the medicine go down. If you know which content works for your client, you can keep delivering it. It was good to know that most of what I had written was in line with the client wanted, so I was on the right track.
I was able to deliver the client’s message more accurately.
The client wanted me to emphasise the facilities and amenities that were available to people visiting this tourist attraction. There is a lot of history and heritage in the area, but I held back on writing about it for fear of sounding too Googlish. The client supplied me with resources I could use to get more of a feel for the area and write about it in a more vivid way. The feedback enabled me to get the client’s core message across more effectively.
I got the tone right.
Getting the tone of a company right takes a little time, because you need to become familiar with their philosophy and how they operate. I believe I had achieved a warm, welcoming tone, but the client felt I was still erring on the side of sales talk, so I used their feedback to create more of an impression of warmth and cosiness, and of a special experience.
Have you ever received feedback that you found beneficial? How was it delivered to you? And how did it improve the standard of your work overall?