As a writer, it’s easy to get too close to your work. That’s why it helps to have a network of peers who can review your writing and help you see it with fresh eyes.
But writers can be a timid group. While we want feedback, we don’t like criticism. So it’s important to set some ground rules.
For one, copy review shouldn’t be criticism, per se. It should be constructive critique.
That’s where CUBA comes in. CUBA is a review process that keeps reviewers on task, looking for the bits of copy that don’t work instead of issues about personal preference. It ensures the critique is objective, which means it can make a significant difference in the quality of your writing.
Here’s how it works
Your readers will read your copy for four elements:
C = Confusing
U = Unbelievable
B = Boring
A = Awkward
They will point out the spots where it stops them or slows them down, and identify the reason. (Most likely, it’s one of the four elements of CUBA.) Then they should offer suggestions for how to fix it.
Let me emphasize, the point is not to criticize but to help improve the copy.
Let me also speak as a writer: We must never fall in love with our words. As painful as it can be to hear that a sentence or phrase — or even an entire section — doesn’t work, it’s more painful to send out copy that doesn’t work.
Editing is our best weapon. No matter how good the copy is, it can always be improved by editing.
Story from the trenches
Let me give you an example from my own experience. Not too long ago, I wrote a sales letter promoting my own services. Then I began writing a follow-up letter that would mail to the same list two or three weeks later.
I was doing my best to keep the follow-up letter down to two pages. I was also trying not to be redundant. A follow-up should add to the message, not repeat the same message ad nauseum.
When the letter was finished, I was pleased with the results. I asked a few people to read it over and felt confident it worked.
But then I submitted it for a CUBA review. Here’s what I learned:
My reviewers were confused about whether I was selling a copywriting system or copywriting services.
Ouch! That’s a pretty big issue to be confused about. Without realizing it, I had fallen into the trap of assuming my intention was clear because it was clear in my own mind.
As you can imagine, I rewrote the letter, and it ended up much stronger than it had started out. CUBA had helped me see a fatal flaw that I would never have been able to see on my own.
Do you have a network of peers who you can trust to review your work? Do you use a system like CUBA or another one? I’d love to hear what works for you.
photo credit: photosteve101
