# Editing While some writers may be able to upchuck genius copy without needing to go back and edit, I'm not one of them. You probably aren't either. Especially since, if you've been paying attention, your job is to write the first draft as fast as humanly possible. When you get around to your second (or thrid fourth or fifteenth rewrites) here are a few suggestions for tightening things up. I think you'll find the effort well worth it, and you final drafts will be *much* improved. Here are a few quick tips for editing * Breaks from content help freshen your mind and eyes... If you have time, work on something else for awhile before coming back to edit your current copy * I find reading your drafts on another screen or device (than the one you use to write) easier to catching errors/find shorter ways to say things. If you're going to use your phone *turn off notifications*. ### read out loud say: "loisten to me, I have something to tell you" it's from a teacher nefifer Auger ### have someone else read it out loud yikes ### good writing is clear, consice, don't say composed, say wrote, don't say objective, say goal, you're not here to obtain, you're here to get. LEVERAGE? blah. use. it's also specific. consistent: like, notifications everywhere. not flags or some shit. scannable, simple sentences, conversationsil. Use the imperative when it’s appropriate. Talk to your readers, not at them. Tell them what to do in a kind and straightforward way. This little change in perspective can help you be concise. For example, avoid talking about yourself: For the holidays, our customers can find the perfect children’s books on our website. We’re excited to announce that we are introducing over 30 new products to our shop for the holidays. Instead, be direct: Find the perfect holiday gift. Shop now. There are over 30 new items in the shop today! See what’s on sale. Be careful with the passive voice, where the subject of the sentence comes after the object: You have received a gift card from Maria. Instead, use the active voice: Maria sent you a gift card. Balance being direct with being nice. Huddle your nouns and verbs close together to shorten your sentences. Active verbs help you write concisely and invigorate your prose so that it feels more like a conversation. HONEST ### Edit for Brevity Get in, make your point, get out. Your goal is to make your point with the maximum amount of emotion in the fewest words possible. Some things to consider: * Grammar comes second to emotion and legibility—feelings are more important (caveat: unless your client's tone suggests otherwise) * Use simple words—they carry the most weight. * Search your document for "that" and remove/rewrite—there's ususally a shorter way to say it (show an example) * Vary sentence length for good rhythm * Hyphenate sentences—makes 'em shorter * Try rearranging ideas for more emotional impact ### Edit for Specificity Find any vague claims in your copy and make them more specific (unless you're selling on hope LINK). ### MAYBE EDIT FOR CURIOSITY Then something simple—but brilliant—happened. (Dan Lapp wrote this... something about a collection of curiosity stuff that get's peoples eyes moving through the content) ### Edit for Simplicity You want to keep the copy (and offer) as simple as possible. Everything must be as simple as possible while getting your message across. The message should be so basic and uncomplicated that it doesn’t take much to understand it. If you confuse, you lose. People don’t buy the best products. They buy the ones they understand. Focus on what you’re trying to accomplish and eliminate things that complicate or aren’t necessary. Words are stories—emotional images—and simple words carry the greatest impact Keep your layout simple and clear—no fancy shit! (It can hurt comprehension.) Is your offer so simple anyone can understand it? How can you make the choice easy for the prospect? ### Make it More Impactful Sometimes, get your main thoughts and just rearrange them. Often, there's a more impactful way. ### avoid adjectives and adverbs and all that. Check in with your own feelings regularly. As you’re working on each sentence, make sure the writing is sincere. It should represent your real feelings or attitude on the topic. If you feel like you’re pretending or forcing specific words into a phrase, you may need to pull the language back toward reality. Be careful with adjectives and modifiers. It’s easy to overuse descriptive words and leave readers feeling unsatisfied. Replace fluffy modifiers with concrete ideas. Here are a few examples to avoid: amazing artisanal beautiful dynamic industry-leading innovative intuitive memorable natural powerful revolutionary unique everyone’s favorite it’s never been easier Show readers how your product is different or why it’s great; don’t tell them how to feel. Avoid being melodramatic: