To give feedback that is objective ask objective questions
To give objective comments, ask unbiased questions
But resolving this dilemma is not easy. Composing and reading experience extremely personal, and no person shows us how exactly to assess all of them from a target perspective – various other than a couple of “rulesif it does the job” we learn at school (most of which aren’t actually rules anyway).
So in a scramble to add any value, stakeholders end up nitpicking, wondering if something sounds nice, or comparing every piece to a mental idea of what they, personally would written – rather than figuring out.
At Radix, we needed to crack that, and fast. We have ten writers, and every piece is internally reviewed – so we can’t afford to miss the mark, or judge each piece on the basis of our own writing style.
We needed a clear, consistent structure for each review – before it leaves the outbox so we developed a hierarchy of B2B copywriting competencies, with five key tests that each piece needs to satisfy. (We’ve had it changed to posters, therefore me to post you a copy, drop me a line.)
This if you’d like Structured approach works well for us, and keeps our feedback both objective and specific. However the examinations are very wide, and simply take a practice that is little expertise to apply.
So to help you, the time-poor B2B marketer, we’ve come up with some simpler, more direct questions you can use right now. They don’t cover everything, but they’ll immediately start to make your feedback more that is constructive, most of the time, boost your content’s outcomes.