When you have to give feedback on copy and design, what approach gets the best results? A fairly common, and not terribly helpful method, is to give specific direction: “Move this here, make that red, make this bigger, change these words to these words…”
A much more effective method is to identify which elements that need to be changed, to explain why they need to be changed, and then let your writer and/or designer find the solution. Comments like “My eye is drawn to the photo and misses the headline,” “The tone is too formal,” or “The type is too difficult to read” lets your creative team know what doesn’t work for you. Telling them what you want to accomplish — and perhaps suggesting a solution — is likely to produce a better outcome than dictating specific changes.
It’s also helpful to share which elements you like. That information also helps clarify what you’re looking for.
When you give your creative team the freedom to come up with their own solution, you’re not only more likely to get a better result, but you’ll also keep them motivated to do a good job for you.