Let’s be real. We all know how important it is to make sure your branding, advertising, and marketing materials hit the mark. It’s essential that the advertising, marketing messaging, and design aesthetic reflect your brand and meet their purpose. That’s why, as a business owner or someone in a leadership role, providing directional feedback is one of the most powerful tools you can use when reviewing marketing and design concepts, but it’s not done by many.
Now, directional feedback absolutely applies to all kinds of work and situations, but for today, we’re diving into how it works in marketing and design (because that’s kind of our thing).
What Is Directional Feedback, Anyway?
Let’s start with the basics. Directional feedback is clear, constructive feedback that tells your marketing team or department whether they’re on the right path—or if they need to change direction. It’s specific. It’s actionable. And yes, it’s way more helpful than just saying “eh… no.” Directional feedback is designed to point out exactly what you feel is wrong and provide them with the tools they need to navigate towards an end product that makes you proud to call it yours. It’s helpful and moves the process forward.
Let’s Talk About Those Classic (But Not-So Helpful) Feedback Examples
It happens to everyone. You are reviewing marketing materials (or literally anything else) but you’re not quite able to pinpoint exactly what’s off or don’t want to potentially hurt feelings. Here’s the thing—we expect critique, and we don’t take offense. We want to work together toward the best possible outcome for your business, and your honesty is key to making that happen. So, how do you transform vague feedback – like the following common critiques – into more helpful edits? Let’s break it down.
1. “I Don’t Like It.”
We get it—sometimes, something just isn’t working, and this is a visceral reaction. But it’s not helpful because we can’t read minds, so relaying WHY you don’t like it is what’s most important. Instead of keeping your comments vague, dig deeper into the details:
- Can you identify a specific element you’re having an adverse reaction to? Is it simply some photos or colors you don’t like?
- Does the design not align with your brand or convey your message adequately? Is there a particular element that feels misaligned or out of character?
- Is the visual hierarchy not working? Is the most important information not standing out first?
- Does the design not create the right emotional impact? Does it feel too casual, too serious, or just not right for your target audience?
- Does the design feel too familiar? Does it remind you of something else, like a competitor’s material or a trend you don’t like?
All these points warrant criticism. Some might be easier to fix than others, but don’t shy away from sharing them. The more specific your feedback, the quicker we can make the right adjustments and reach the end product that you will love.
2. “This Is Not What I Envisioned.”
We’ve all been there – reviewing something that doesn’t match the vision we had in mind. But, before you write it off as “not right,” here are some questions to think over:
- Does this option not work or is it just different? Is it the overall design, the messaging, or something else that makes this option not accomplish the purpose it’s being created for? There are many ways to do the same thing, the trick is to find an option that best achieves your end goal.
- Can you provide any references or examples of what you were specifically looking for? While this is ideal to have during initial conversations, sharing a reference—even if more of an idea or a rough sketch (it could even be abstract – we won’t judge) you threw together—can guide us towards the vision you have in mind.
- Are there specific elements that are close to what you imagined, but need tweaking? Sometimes, the overall design might be nearly on target, but small adjustments—like a change in font, color, or layout—could make a world of difference in aligning it with your vision.
While we always aim to exceed your expectations, we can’t do that without your help. Clear communication about your vision is critical in making sure we’re on the same page and pushing toward the right outcome.
3. “We Don’t Like What It Says.”
The wording on your marketing materials plays a huge role in how your message lands. If it’s not working, challenge yourself to identify why:
- Is there a specific phrase or word that feels off? Sometimes just one word or sentence can change the tone or meaning.
- Does the tone match your brand? Is it too playful, overly serious, or does it diverge from the brand personality your typically communicate?
- Is the message aimed at the right audience? If the tone or content feels off-target, clarify who the piece is meant to speak to and what best resonates with your audience.
- Is the message clear and concise, or is it too wordy? Does it overwhelm the reader, or does it lack enough information to be effective? Sometimes simplifying or trimming excess words can improve clarity – but make sure not to do so to the point where the message is lost.
Strategic and accurate messaging is a must. You know your target audience best, so don’t hesitate to point out where the message could be more compelling or more aligned with your goals.
4. “I Don’t Think This is Enough.”
It’s tempting to pile on extra information, but more isn’t necessarily better. Before asking to add more and more, consider:
- Is the additional info essential? Does it help the audience make a decision, or does it just complicate the message? Adding too much info not only makes reading it more work, but it can make your audience skip over it entirely.
- Is it on-brand? Does the new content align with your messaging and goals, or could it dilute the main focus of the piece?
- Could this info go elsewhere? If this content is available on your website, in a brochure, or in another format, do you really need to include it here?
- What can be cut to make room for this? Often times, less is more. Is there something in the piece that can be removed to keep the focus sharp?
More isn’t always better—actually, more often than not, it’s worse. Keep the focus tight and only include what’s truly necessary for the message to resonate with your audience and gets them to react.That being said,make sure to share if there is any needed information that’s missing, but come willing to replace some of the preexisting text to keep things sharp and on point.
Why Directional Feedback Works
Ultimately, directional feedback helps everyone have a shared understanding of WHY something doesn’t work. The clearer your feedback, the faster your marketing team can make adjustments and get you the results you’re looking for. By providing the actionable insights that helps guide precise changes, you can make the entire process to a final product smoother and more efficient.
When you give constructive feedback, you’re not just pointing out what’s wrong—you’re helping them understand the issue so they can find the best solution. It makes the entire process collaborative and focused, which means fewer revisions and faster turnarounds.
Final Review
So, the next time you’re reviewing your marketing materials, ask yourself: WHAT is the issue here? Get specific, give clear direction, and let your team do what they do best. You’ll be amazed at how much more smoothly everything goes when you do.
Ready to take your marketing up a notch? Let’s chat about how we can help you reach your target audience and your goals!
