Revisions

For me it depends on the client. If the client is a big mailer or entrepreneur that really understands marketing then I will make up to 2 revisions. If they are a local company that knows nothing about marketing then I don't do revisions (except in the case of any factual errors).

Again, it depends on the client.

With smaller companies, I usually share the copy on a google doc and get the client to highlight problem areas and put comments in red text beside inside the document.

With larger companies I follow their protocol which so far has been a phone call to discuss the copy and the client sending meeting notes afterwards.

First of all...

You need to be totally upfront about how many revisions you allow... and how you want them addressed.

I'm working for a company right now that is putting me through the wringer with revisions. It's the first time I've ever had to work within someone else's business model.

But in general...

I'll tell clients to highlight what they need revised and explain to me what they think needs to be there.

While I want my copy tested, as is, the collaboration process (even after the copy is written) can reveal some hidden gems to integrate. The key is to be open minded and NOT take anything personally.

John said above he'll listen to the big mailers.

Here's my take...

The big mailers often have people who've been in DM for decades. They might go through the copy and say, "Take this out. Make this sound better. Change the tone. Add more to the beginning. Blah blah blah."

Here's the thing...

The whole point a company hires you is...

They like your style.

So if the revisions are all about fitting you into the box of what they have seen work in the past, you and your copy are being neutered.

On the other hand...

If you work with a savvy product developer, he or she is usually really passionate about their campaign and might know things about the audience that your research won't expose. Once you write the copy (or give the client a peak into what you've drafted,) there's always room to add more specificity, more effective future pacing or tighter benefits.

Just remain open. If you feel they're wrong, express your opinion. But don't make them feel wrong.

In the end...

It all comes down to testing. We all know that.

You're being hired because of your unique style (and track record.)

If the people at those big mailers know what converts, then let them write the copy themselves. Likewise, solo-preneurs need you to give them boundaries on how many revisions you allow (and what the process actually looks like.)

If there's any lack of understanding - when it comes to revision time, I promise you'll have problems.

Mark

P.S. Here's what I say in my client agreement:

"Once I've written and delivered all of the copy specified in your project details, small revisions are allowed. But the revisions need to be very specific (i.e. you highlight what you need changed and communicate what it needs to say.) There are absolutely no revisions to the overall structure of your copy (i.e. branding, positioning, USP, hook, product/service details and benefits.)

The copy I deliver IS the finished product (and is based on our interviews/collaborations and correspondence.)

If you decide on different positioning, hook, branding or change your product/service and require the copy to reflect those alterations, a new contract will need to be structured/drafted - including a new budget and timeframe for completion."

I'm open to revisions where there are actual factual errors but not in the
general approach of the copy itself. If the client knows what their
customers have responded to before, then I'm all ears. But if they
are new to marketing, then I'm the expert. So I'll say, you weigh
your own knowledge versus that of your client and give them the
due respect.

It's always best to discuss your approach to the copy BEFORE
you start writing so that there are no surprises after you complete
your first draft.

-Ray Edwards