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How To Write Content That Matters

How To Write Content That Matters

Writing can be tricky and combined with the challenge of having to come up with epic ideas that will engage the masses and wow an audience. Even the toughest of writers can be sent into a panic resulting in – as Homer Simpson so eloquently put it – hiding under some coats and hoping everything will work out.

It’s funny the effort that copywriters will put into honing their craft. Getting better at sculpting a lovely prose and studying what style will best engage an audience when most don’t focus much on the ideas themselves. Who cares if you’ve got a great list, perfectly presented, if the information itself is lame?

So let’s discover some awesome ways to combine ideas and content to create something that your grandchildren will speak of and which will be celebrated globally on the anniversary of its creation! Or, at least something your readers will like.

1. Begin with the problem in mind

Imagine you’re a banker looking for a new suit. You wander into a shop with a mannequin in the store window wearing a suit you like. Once you get inside, a young boy in jeans and a t-shirt greets you.

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“Hey dude, looking for a new skateboard?”

“No, I want a suit like the one in the window.”

“How about a new bike?”

“Suit.”

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“We only have that one suit, you can have it if you want.”

“Why do you have that mannequin if you don’t sell suits?”

“We didn’t want to stop anyone from coming in.”

Every copywriter has been told to keep things “friendly,” or “impartial,” because “We don’t want to offend anyone.” Thing is, the guy looking for a suit would rather keep his attention away from a skate shop than be drawn in by impartiality. If you sell skateboards, you’re never going to sell one to the suit guy – so focus on your core customer. I mean really focus, walk in their shoes and think as they think. You’re trying to get to a point where you understand what they love and hate; either of those two things will do because inherent in both of them is a powerful problem – giving them more of what they love, or less of what they hate.

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2. Turn that problem into a concept

Just telling someone you know why they’re angry isn’t going to make them feel good, so it’s important to take the problem and turn it into a concept, not a solution, a concept. To do this, take their issue and explain to them what will happen if they solve it, and the implications if they choose not to.

“Old suits can make you look haggard, like a scarecrow. You’re probably sick of people throwing things at you and screaming hateful phrases – people hate scarecrows. However, there’s nothing like a new suit to get that promotion, meet the girl of your dreams and take over the world.”

3. From this concept comes the central idea

Draw a circle on a piece of paper, then another circle around that, then another. In the outer circle write the problem, in the second circle the concept, and then look at the center circle.

What you’ll find are several awesome ideas for solving the problem. It won’t come to you straight away so get outside with a notebook and preferably a skateboard, and let the ideas flow. Write everything down – even the stupid stuff – and watch as it takes on a life of its own, morphing into revolutionary ideas that will change minds and transform the world.

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Because that’s why we’re here, right? Writers do this through creating content that matters.

Featured photo credit: War, by Igor Miske via unsplash.com

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Rhys Knight

Head of Content at www.knight.global

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Last Updated on December 4, 2020

How to Give Constructive Feedback in the Workplace

How to Give Constructive Feedback in the Workplace

We all crave constructive feedback. We want to know not just what we’re doing well but also what we could be doing better.

However, giving and getting constructive feedback isn’t just some feel-good exercise. In the workplace, it’s part and parcel of how companies grow.

Let’s take a closer look.

Why Constructive Feedback Is Critical

A culture of feedback benefits individuals on a team and the team itself. Constructive feedback has the following effects:

Builds Workers’ Skills

Think about the last time you made a mistake. Did you come away from it feeling attacked—a key marker of destructive feedback—or did you feel like you learned something new?

Every time a team member learns something, they become more valuable to the business. The range of tasks they can tackle increases. Over time, they make fewer mistakes, require less supervision, and become more willing to ask for help.

Boosts Employee Loyalty

Constructive feedback is a two-way street. Employees want to receive it, but they also want the feedback they give to be taken seriously.

If employees see their constructive feedback ignored, they may take it to mean they aren’t a valued part of the team. Nine in ten employees say they’d be more likely to stick with a company that takes and acts on their feedback.[1]

Strengthens Team Bonds

Without trust, teams cannot function. Constructive feedback builds trust because it shows that the giver of the feedback cares about the success of the recipient.

However, for constructive feedback to work its magic, both sides have to assume good intentions. Those giving the feedback must genuinely want to help, and those getting it has to assume that the goal is to build them up rather than to tear them down.

Promotes Mentorship

There’s nothing wrong with a single round of constructive feedback. But when it really makes a difference is when it’s repeated—continuous, constructive feedback is the bread and butter of mentorship.

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Be the change you want to see on your team. Give constructive feedback often and authentically, and others will naturally start to see you as a mentor.

Clearly, constructive feedback is something most teams could use more of. But how do you actually give it?

How to Give Constructive Feedback

Giving constructive feedback is tricky. Get it wrong, and your message might fall on deaf ears. Get it really wrong, and you could sow distrust or create tension across the entire team.

Here are ways to give constructive feedback properly:

1. Listen First

Often, what you perceive as a mistake is a decision someone made for a good reason. Listening is the key to effective communication.

Seek to understand: how did the other person arrive at her choice or action?

You could say:

  • “Help me understand your thought process.”
  • “What led you to take that step?”
  • “What’s your perspective?”

2. Lead With a Compliment

In school, you might have heard it called the “sandwich method”: Before (and ideally, after) giving difficult feedback, share a compliment. That signals to the recipient that you value their work.

You could say:

  • “Great design. Can we see it with a different font?”
  • “Good thinking. What if we tried this?”

3. Address the Wider Team

Sometimes, constructive feedback is best given indirectly. If your comment could benefit others on the team, or if the person whom you’re really speaking to might take it the wrong way, try communicating your feedback in a group setting.

You could say:

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  • “Let’s think through this together.”
  • “I want everyone to see . . .”

4. Ask How You Can Help

When you’re on a team, you’re all in it together. When a mistake happens, you have to realize that everyone—not just the person who made it—has a role in fixing it. Give constructive feedback in a way that recognizes this dynamic.

You could say:

  • “What can I do to support you?”
  • “How can I make your life easier?
  • “Is there something I could do better?”

5. Give Examples

To be useful, constructive feedback needs to be concrete. Illustrate your advice by pointing to an ideal.

What should the end result look like? Who has the process down pat?

You could say:

  • “I wanted to show you . . .”
  • “This is what I’d like yours to look like.”
  • “This is a perfect example.”
  • “My ideal is . . .”

6. Be Empathetic

Even when there’s trust in a team, mistakes can be embarrassing. Lessons can be hard to swallow. Constructive feedback is more likely to be taken to heart when it’s accompanied by empathy.

You could say:

  • “I know it’s hard to hear.”
  • “I understand.”
  • “I’m sorry.”

7. Smile

Management consultancies like Credera teach that communication is a combination of the content, delivery, and presentation.[2] When giving constructive feedback, make sure your body language is as positive as your message. Your smile is one of your best tools for getting constructive feedback to connect.

8. Be Grateful

When you’re frustrated about a mistake, it can be tough to see the silver lining. But you don’t have to look that hard. Every constructive feedback session is a chance for the team to get better and grow closer.

You could say:

  • “I’m glad you brought this up.”
  • “We all learned an important lesson.”
  • “I love improving as a team.”

9. Avoid Accusations

Giving tough feedback without losing your cool is one of the toughest parts of working with others. Great leaders and project managers get upset at the mistake, not the person who made it.[3]

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You could say:

  • “We all make mistakes.”
  • “I know you did your best.”
  • “I don’t hold it against you.”

10. Take Responsibility

More often than not, mistakes are made because of miscommunications Recognize your own role in them.

Could you have been clearer in your directions? Did you set the other person up for success?

You could say:

  • “I should have . . .”
  • “Next time, I’ll . . .”

11. Time it Right

Constructive feedback shouldn’t catch people off guard. Don’t give it while everyone is packing up to leave work. Don’t interrupt a good lunch conversation.

If in doubt, ask the person to whom you’re giving feedback to schedule the session themselves. Encourage them to choose a time when they’ll be able to focus on the conversation rather than their next task.

12. Use Their Name

When you hear your name, your ears naturally perk up. Use that when giving constructive feedback. Just remember that constructive feedback should be personalized, not personal.

You could say:

  • “Bob, I wanted to chat through . . .”
  • “Does that make sense, Jesse?”

13. Suggest, Don’t Order

When you give constructive feedback, it’s important not to be adversarial. The very act of giving feedback recognizes that the person who made the mistake had a choice—and when the situation comes up again, they’ll be able to choose differently.

You could say:

  • “Next time, I suggest . . .”
  • “Try it this way.”
  • “Are you on board with that?”

14. Be Brief

Even when given empathetically, constructive feedback can be uncomfortable to receive. Get your message across, make sure there are no hard feelings, and move on.

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One exception? If the feedback isn’t understood, make clear that you have plenty of time for questions. Rushing through what’s clearly an open conversation is disrespectful and discouraging.

15. Follow Up

Not all lessons are learned immediately. After giving a member of your team constructive feedback, follow it up with an email. Make sure you’re just as respectful and helpful in your written feedback as you are on your verbal communication.

You could say:

  • “I wanted to recap . . .”
  • “Thanks for chatting with me about . . .”
  • “Did that make sense?”

16. Expect Improvement

Although you should always deliver constructive feedback in a supportive manner, you should also expect to see it implemented. If it’s a long-term issue, set milestones.

By what date would you like to see what sort of improvement? How will you measure that improvement?

You could say:

  • “I’d like to see you . . .”
  • “Let’s check back in after . . .”
  • “I’m expecting you to . . .”
  • “Let’s make a dent in that by . . .”

17. Give Second Chances

Giving feedback, no matter how constructive, is a waste of time if you don’t provide an opportunity to implement it. Don’t set up a “gotcha” moment, but do tap the recipient of your feedback next time a similar task comes up.

You could say:

  • “I know you’ll rock it next time.”
  • “I’d love to see you try again.”
  • “Let’s give it another go.”

Final Thoughts

Constructive feedback is not an easy nut to crack. If you don’t give it well, then maybe it’s time to get some. Never be afraid to ask.

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Featured photo credit: Christina @ wocintechchat.com via unsplash.com

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