Most of us don’t like to be criticized. Yet for writers and marketers, it pays to surround yourself with critics - provided they are trustworthy critics.

Trustworthy critics possess three vital qualities.

• They are unflinchingly honest.
• They take the time to consider your work carefully and reflect before offering feedback.
• They always have your best interests at heart and have but one agenda - to improve your work.

Will it play in Peoria?
A trustworthy critic need not be an expert on writing or marketing. In fact, I’ve always found my best critics to be folks who can review my work from the perspective of a customer or a disinterested third party. Seeking advice from writing and marketing peers is indeed useful, but conversations among peers can become quite theoretical. And the ultimate recipients of your marketing message don’t care a whit about theory.

Direct marketers understand this well. That is why their mantra is test, test, test. They’ll start with a theoretically sound message (or more likely, two), and refine it until it draws the maximum response. For direct marketers, their entire mailing list is their trustworthy critic. For other types of marketing, especially in the B2B world, we have to rely on a much smaller base.

Don’t let go.
Many potential critics are willing to be honest and to keep your best interests at heart. But few are willing to devote the time and thought to scrutinizing your work. When you find people who will devote the necessary energy, use them at every opportunity.

Who are your best critics? How do they improve your work?