How to Give (and Get) Good Feedback on Marketing Projects

No matter what field you work in, you’ve experienced it. Someone gives you feedback, you nod, walk away... and think, “What am I supposed to do with that?”

In marketing and communications, feedback is part of the deal. Track changes and red pens don’t scare us—because smart marketers know feedback is a gift. But let’s be real: not all feedback is actually helpful.

Though we’ll never know what happens behind the scenes, think how many controversial – or just plain bad – marketing campaigns would never have happened if there had been thoughtful, intentional feedback.

We move fast in this field. If we want better work, we need better conversations. Here’s how to give feedback that helps—and how to get feedback that actually moves the work forward.

Giving Feedback

Be specific. “I don’t like it” isn’t particularly helpful. Dig in. Is it the tone? The message? The font? Try to name what’s off.

Conversely, saying “I love it,” when something feels off also does your brand a disservice. A mature, collaborative partner won’t fault you for having opinions, insights, or concerns.

Check your expectations. What were you hoping to see?

• Does this match your vision?

• If not, is it better?

• If not better, what would bring it into alignment?

Give the “why.” The context behind your feedback is often more useful than the note itself. Why does this matter? Why doesn’t it work? (Note: Also, prioritize this tip at the beginning of a project to ensure the person/team know why the work is occurring at all.)

Offer a path forward. If you can, suggest an edit or idea. It shows collaboration, not just critique.

Know when to stop. Wordsmithing can be fun… and unproductive. Is your feedback still making the work stronger, or are you just rearranging the furniture?

Watch the crowd. Who’s in the feedback loop? Too many voices can dilute the work. Know when fewer opinions make for a better (or at least faster) outcome. That said, make sure the “must-have” people are there to prevent calamity.

Soliciting Better Feedback

Lead with curiosity. Resist the urge to defend every choice. Instead, ask: What are they seeing that I’m not?

Hop on the phone or walk over. If you’re not getting what you need or if a piece of feedback isn’t clear, let’s not waste time with guesswork.

Dig deeper. Some feedback sounds vague or off-base. Don’t dismiss it. Ask questions. What’s underneath the comment? Is their feedback truly addressing the problem, or is there another nugget to uncover?

Don’t hesitate to request clarity. If someone doesn’t like something, ask why. “What’s not working about this line?” “What would feel stronger to you?”

Feedback is a tool and a gift. When it’s used well, it doesn’t just fix problems—it makes a product stronger.