7 Essential Tips for Reviewing Marketing Copy Like a Pro

How to Review Marketing Copy Without Killing Its Effectiveness

A flawed review process can weaken even the strongest marketing copy, leading to poor results and missed sales opportunities. To maintain the power of your messaging while ensuring quality, follow these seven essential tips for reviewing and approving copy.

1. Read First, Edit Later

Start by reading the entire copy as a customer would—without making edits or corrections. Does the headline grab attention? Is the tone right? Does the message flow naturally? Jumping straight to edits can make you miss the bigger picture of how the copy actually works for your audience.

2. Don’t Obsess Over Grammar Rules

Copywriters sometimes bend grammar rules for impact. If something seems "wrong," consider whether it’s intentional for style or persuasion. Most professional copywriters (and proofreaders) have already checked for spelling, grammar, and trademark usage before submission.

3. Avoid "Copy by Committee"

Too many reviewers lead to conflicting feedback that waters down the message. Instead of formal committee approvals, circulate drafts for informational comments while keeping the final decision streamlined. The goal is to serve the audience, not please every internal stakeholder.

4. Limit Revision Rounds

Provide all feedback in the first round so the copywriter can address everything at once. Ideally, copy should be finalized in three rounds or fewer—more revisions often weaken rather than strengthen the message.

5. Be Specific with Feedback

Vague comments like "Make it stronger" don’t help. Instead, say: "The tone should be more urgent" or "Highlight these three key benefits more clearly." Written feedback tends to be more precise than verbal notes.

6. Let the Copywriter Rewrite

Instead of rewriting sections yourself, explain the issue and let the professional refine it. Copywriters know how to adjust messaging while keeping it compelling—micromanaging edits often disrupts flow and persuasion.

7. Judge Based on Objectives

Evaluate copy based on its goals—branding, lead generation, or sales—not personal preferences or competitors’ styles. Ensure facts are correct, then ask: Does this achieve what we need?