copy-editing

Focus: Can the reader understand what you're saying?

What to check:

• Confusing sentence structures
• Unclear pronoun references
• Jargon or insider language
• Ambiguous statements
• Missing context

Common clarity killers:

• Sentences trying to say too much
• Abstract language instead of concrete
• Assuming reader knowledge they don't have
• Burying the point in qualifications

Process:

1. Read through quickly, highlighting unclear parts
2. Don't correct yet—just note problem areas
3. After marking issues, recommend specific edits
4. Verify edits maintain the original intent

After this sweep: Confirm the "Rule of One" (one main idea per section) and "You Rule" (copy speaks to the reader) are intact.

Focus: Is the copy consistent in how it sounds?

What to check:

• Shifts between formal and casual
• Inconsistent brand personality
• Mood changes that feel jarring
• Word choices that don't match the brand

Common voice issues:

• Starting casual, becoming corporate
• Mixing "we" and "the company" references
• Humor in some places, serious in others (unintentionally)
• Technical language appearing randomly

Process:

1. Read aloud to hear inconsistencies
2. Mark where tone shifts unexpectedly
3. Recommend edits that smooth transitions
4. Ensure personality remains throughout

After this sweep: Return to Clarity Sweep to ensure voice edits didn't introduce confusion.

Focus: Does every claim answer "why should I care?"

What to check:

• Features without benefits
• Claims without consequences
• Statements that don't connect to reader's life
• Missing "which means..." bridges

The So What test: For every statement, ask "Okay, so what?" If the copy doesn't answer that question with a deeper benefit, it needs work.

❌ "Our platform uses AI-powered analytics" So what? ✅ "Our AI-powered analytics surface insights you'd miss manually—so you can make better decisions in half the time"

Common So What failures:

• Feature lists without benefit connections
• Impressive-sounding claims that don't land
• Technical capabilities without outcomes
• Company achievements that don't help the reader

Process:

1. Read each claim and literally ask "so what?"
2. Highlight claims missing the answer
3. Add the benefit bridge or deeper meaning
4. Ensure benefits connect to real reader desires

After this sweep: Return to Voice and Tone, then Clarity.

Focus: Is every claim supported with evidence?

What to check:

• Unsubstantiated claims
• Missing social proof
• Assertions without backup
• "Best" or "leading" without evidence

Types of proof to look for:

• Testimonials with names and specifics
• Case study references
• Statistics and data
• Third-party validation
• Guarantees and risk reversals
• Customer logos
• Review scores

Common proof gaps:

• "Trusted by thousands" (which thousands?)
• "Industry-leading" (according to whom?)
• "Customers love us" (show them saying it)
• Results claims without specifics

Process:

1. Identify every claim that needs proof
2. Check if proof exists nearby
3. Flag unsupported assertions
4. Recommend adding proof or softening claims

After this sweep: Return to So What, Voice and Tone, then Clarity.

Focus: Is the copy concrete enough to be compelling?

What to check:

• Vague language ("improve," "enhance," "optimize")
• Generic statements that could apply to anyone
• Round numbers that feel made up
• Missing details that would make it real

Specificity upgrades:

Common specificity issues:

• Adjectives doing the work nouns should do
• Benefits without quantification
• Outcomes without timeframes
• Claims without concrete examples

Process:

1. Highlight vague words and phrases
2. Ask "Can this be more specific?"
3. Add numbers, timeframes, or examples
4. Remove content that can't be made specific (it's probably filler)

After this sweep: Return to Prove It, So What, Voice and Tone, then Clarity.

Focus: Does the copy make the reader feel something?

What to check:

• Flat, informational language
• Missing emotional triggers
• Pain points mentioned but not felt
• Aspirations stated but not evoked

Emotional dimensions to consider:

• Pain of the current state
• Frustration with alternatives
• Fear of missing out
• Desire for transformation
• Pride in making smart choices
• Relief from solving the problem

Techniques for heightening emotion:

• Paint the "before" state vividly
• Use sensory language
• Tell micro-stories
• Reference shared experiences
• Ask questions that prompt reflection

Process:

1. Read for emotional impact—does it move you?
2. Identify flat sections that should resonate
3. Add emotional texture while staying authentic
4. Ensure emotion serves the message (not manipulation)

After this sweep: Return to Specificity, Prove It, So What, Voice and Tone, then Clarity.

Focus: Have we removed every barrier to action?

What to check:

• Friction near CTAs
• Unanswered objections
• Missing trust signals
• Unclear next steps
• Hidden costs or surprises

Risk reducers to look for:

• Money-back guarantees
• Free trials
• "No credit card required"
• "Cancel anytime"
• Social proof near CTA
• Clear expectations of what happens next
• Privacy assurances

Common risk issues:

• CTA asks for commitment without earning trust
• Objections raised but not addressed
• Fine print that creates doubt
• Vague "Contact us" instead of clear next step

Process:

1. Focus on sections near CTAs
2. List every reason someone might hesitate
3. Check if the copy addresses each concern
4. Add risk reversals or trust signals as needed

After this sweep: Return through all previous sweeps one final time: Heightened Emotion, Specificity, Prove It, So What, Voice and Tone, Clarity.

1. Assemble 3-5 expert personas relevant to the copy type
2. Each persona scores the copy 1-10 on their area of expertise
3. Collect specific critiques — not just scores, but what to fix
4. Revise based on feedback — address the lowest-scoring areas first
5. Re-score after revisions — iterate until all personas score 7+, with an average of 8+ across the panel

Landing page copy:

• Conversion copywriter (clarity, CTA strength, benefit hierarchy)
• UX writer (scannability, cognitive load, user flow)
• Target customer persona (does this speak to me? do I trust it?)
• Brand strategist (voice consistency, positioning accuracy)

Email sequence:

• Email marketing specialist (subject lines, open/click optimization)
• Copywriter (hooks, storytelling, persuasion)
• Spam filter analyst (deliverability red flags, trigger words)
• Target customer persona (relevance, value, unsubscribe risk)

Sales page / long-form:

• Direct response copywriter (offer structure, objection handling, urgency)
• Skeptical buyer persona (proof gaps, trust issues, red flags)
• Editor (flow, readability, conciseness)
• SEO specialist (keyword coverage, search intent alignment)

• Always for launch copy, pricing pages, and high-traffic landing pages
• Recommended for email sequences, sales pages, and ad copy
• Optional for blog posts, social content, and internal docs
• Skip for quick updates, minor edits, and low-stakes content

Cut these words:

• Very, really, extremely, incredibly (weak intensifiers)
• Just, actually, basically (filler)
• In order to (use "to")
• That (often unnecessary)
• Things, stuff (vague)

Replace these:

Watch for:

• Adverbs (usually unnecessary)
• Passive voice (switch to active)
• Nominalizations (verb → noun: "make a decision" → "decide")

• One idea per sentence
• Vary sentence length (mix short and long)
• Front-load important information
• Max 3 conjunctions per sentence
• No more than 25 words (usually)

• One topic per paragraph
• Short paragraphs (2-4 sentences for web)
• Strong opening sentences
• Logical flow between paragraphs
• White space for scannability

Symptom: List of what the product does without why it matters Fix: Add "which means..." after each feature to bridge to benefits

Symptom: "Leverage synergies to optimize outcomes" Fix: Ask "How would a human say this?" and use those words

Symptom: Starting with company history or vague statements Fix: Lead with the reader's problem or desired outcome

Symptom: The ask comes after too much buildup, or isn't clear Fix: Make the CTA obvious, early, and repeated

Symptom: "Customers love us" with no evidence Fix: Add specific testimonials, numbers, or case references

Symptom: "We help businesses grow" Fix: Specify who, how, and by how much

Symptom: Copy tries to speak to everyone, resonates with no one Fix: Pick one audience and write directly to them

Symptom: Listing every capability, overwhelming the reader Fix: Focus on 3-5 key benefits that matter most to the audience