We’re not talking about your annual review here. We’re talking about finding more productive ways to give feedback on creative – whether it’s design or copy.
One thing is for sure, creative types in financial services marketing usually have pretty thick skin. Nevertheless, vague feedback can cause unnecessary stress, as writers and designers try to help you achieve your goals.
Here are six ways to give more productive feedback to the creative types in your organization:
1. Be specific
Referring to specific issues will help you avoid falling back on phrases like, “Well, it’s hard to say but something about that colour just doesn’t work for me.” Instead, you should express more focused ideas like, “We used this blue on a campaign last year, and we got some negative feedback from sales. Can you try a darker shade?”
2. Provide feedback in writing
If for no other reason than to provide a reference, providing your feedback in writing is often a good idea. This is especially important if you weren’t able to give your feedback in person and had to make a phone call. Be as precise as possible with the language you use in your communications.
Be as precise as possible with the language you use in your communications.
3. Tie feedback into project goals
This is just as good for you as it is for the person receiving the feedback. By tying your ideas back into project goals, you’ll ensure you aren’t just giving your opinion.
4. If your feedback is substantial, book a meeting room
The last thing anyone wants is to be embarrassed in front of their colleagues. So, if someone has really missed the mark – which is bound to happen now and again given tight turnarounds and multiple demands – book a meeting room and provide your feedback in private. It’s a classy move, and one that will be appreciated.
Book a meeting room and provide your feedback in private. It’s a classy move, and one that will be appreciated.
5. The “bad news sandwich”
I think we can all agree that even if we know we’re being fed a bad news sandwich, we still prefer it to the alternative. What’s a bad news sandwich? It is when you nestle your feedback in between positive comments. There’s no better way to maintain a great working relationship than to share some praise while offering a critique.
6. Facilitate a conversation
Feedback can be much more constructive if there is a back and forth, and hearing the reasons for why something was done one way might even change your mind.