Before I wrote for one of my big name clients, I was contracted for another project to review a piece of their email copy.

I broke it apart in my review, and said this was a classic example of too many chefs. 

Even across just three short sections of microcopy, it was clear that this had been written by many people, not one.

Then, that big company reached out to me and we started to write for them directly. I peeked behind the curtain, and boy, was I right!

After I delivered my first blog piece, everyone and their dog jumped into the G-Doc and left their comments.

The product team had notes. The marketing team had suggestions. The sales team wanted something different. Some of these reviewers didn’t even speak English as a first language and, with all due respect, gave me suggestions that were just plain wrong. 

I should have seen it coming!

Unfortunately, I ended up terminating my relationship with them after that one blog experience. I pushed back, and they were firm in their belief that everyone’s feedback should be incorporated. It went out, and I hated it.

You see, you can tell when content has been written and edited to within an inch of its life by a series of people.

The voice disappears and the flow breaks. The result is something that feels disjointed, inauthentic, and is challenging to read.

But feedback is important, too. The truth is that navigating feedback as both a business owner and as a content writer is a skill. 

It requires confidence. For the writer, it requires the ability to naturally weave in corrections without losing your voice. For a business owner, it requires managing and handling feedback appropriately – raising issues, but also letting go of control sometimes. 

The best feedback requires raising your head above the parapet when you know there is a better way of doing things.

The best content comes from a single voice with a clear perspective. 

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