How do you deal with ambiguous feedback?
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Yes, ask more questions.
The most important thing to clarify is the "why" more than the "what". Often feedback is just people suggesting solutions. Try to understand the problem they are trying to solve and then you'll be able to come up with multiple solutions, and possibly better ones.
eg...
"You want to change the font to a serif? Why?"
"The ad doesn't feel premium enough."
"Oh, ok, well there are lots of ways I can make the ad feel more premium. Let me give it a think."
Ask other people who were in the meeting what they think the feedback means. Different people will interpret the same feedback different ways, which may be the key to unlocking what the client wants
Coach
Ask for clarity and ask a few "is it this..." "do you mean..." as suggestions if they can't articulate.
Coach
Sometimes I like to pull the “I know you’re not a copywriter but…how would you write it?” Just to get them to realize they have no clue what they’re asking you to do. It’s fun
I.e a client doesn’t feel like your copy hits the message, but cannot reasonably explain what “the message” is.
I usually try to approach with an open mind and just get curious - ask them a load of questions etc - but some don’t take to this very well, especially under time constraints. Any advice?
Follow your gut.
Write more.
Show it to them.
Either you crack it, or they see your original was in fact super. Or they start to define it by what it ‘isn’t’.
Either way there’s always more lines, and sometimes the only way is through.
This is always such a pain. Best case, they're open to a longer conversation, and you can ask things like how they'd summarize their brand, what their favorite brand ad/article/whatever has been thus far, or what they see as the most important takeaway. That can give you a much better sense of what they're looking for.
Worst case, they're not, and you have to play a guessing game. Here, looking closely at the company's website, social media posts, past ads and articles, etc. is usually my go-to. Sometimes I even look at the specific stuff my direct client has written/posted, since sometimes it's just that they have personal preferences they're unaware of but want to see reflected in whatever you're working on.
Hear what you want to hear.
This is the account team’s job. Tell them you need clearer answers and have them press the client.
Coach
I've worked in house. Usually the feedback I get is to make things clearer in language or stuff that can't be said and needs to be reworked.
Don’t be afraid to ask follow up questions. Force your CD to consciously evaluate whether what they said was actionable or not.
Just write the same thing but shittier and with way more words.