We’re entering the heart of football season, when there’s nothing better than packing a stadium on a Saturday with thousands of other screaming fans – screaming at the coaches, the players and (everyone’s favorite) the refs.

Maybe we should give the refs a break. After all, their job isn’t that much different than advertising, especially the job of a copywriter.

Don’t believe me? Consider this.

It’s the ref’s job to make sure the players follow the set rules, to accomplish the goals of the game in the accepted manner. When a rule is broken, a ref has to backup to offending team – and yes, this is commonly a judgment call.

Then there are the controversial or close calls. When this happens, the ref looks at an instant replay from different angles to determine the right call.

Still following me? I swear this analogy has a point.

Think of the players as a copywriter’s words. It’s your job to make sure they interact properly, and if they break any rules (grammar, for instance), you use your backspace or delete key as your yellow flag.
But there are always those close calls, when you’re not sure if it’s the right word or valuable information. In those cases, you should look at it from different angles. Reframe your writing. Much like another camera angle in a football game, a different view has the power to change your entire perception of the situation.

Look at it from the customer’s point of view (this, of course, is something you should be doing from the beginning). Change that to the client’s point of view (they’re the ones who have to approve it after all). Play the devil’s advocate on your own copy. Or completely turn the tables and pick an angle you might not usually think of.

Sometimes this will confirm your original direction. Other times, it will change it altogether. But it should help you make the right call every time.