The moment before you send a deliverable is where an approval process is won or lost. A clear review does not require a long explanation. It requires the right details, in the right order.
Before you share
- Confirm that the file or preview is the latest version.
- Give the deliverable a useful name and version label.
- Check the obvious details: spelling, links, dimensions, dates, and brand assets.
- Decide what is in scope for this review and what is not.
- Prepare a specific decision request.
For a website concept, that might mean confirming layout and direction while leaving final copy for a later pass. For a video, it might mean approving the cut and music while captions are still being finished.
For design and branding work
Show the work at the size and context where it will be used. Include the key alternatives only when the client is choosing between them; too many options turn a decision into a design workshop. Call out the decisions you made on their behalf, such as type scale, contrast, or responsive behavior.
Ask for one of three outcomes: approve, request a specific change, or identify a blocking question. This keeps preference-sharing separate from a genuine issue.
For video, audio, and motion
Tell reviewers what to watch for: pacing, story clarity, captions, audio levels, or brand tone. Include timecodes in your own notes so a requested change can be located quickly. If a review copy uses temporary music, stock, or a placeholder end card, say so before the client reviews it.
For copy and campaigns
Provide the intended audience, channel, and call to action. A sentence can be “wrong” only because it is being judged in the wrong context. Link the destination pages and confirm any claims that require client approval. Keep the question narrow: approve the message, approve the offer, or approve the final production?
After the review
Turn every response into a next action. An approval should identify the approved version. A change request should identify what changes and what stays. If feedback conflicts, pause and ask the decision-maker to resolve it rather than silently choosing a direction.
Markum is built around this simple checklist: one current deliverable, one clear review, and a decision that stays attached to the work.