Editing Will Add Power to Your Copy

Every copywriter in the land loves creating content.

Every copywriter in the land hates the editing process.

It’s very easy to be objective with someone else’s writing, but when it comes to your own taking a red pen to it can be like severing a limb.

The problem is every piece of content you generate will need editing. If you don’t edit you’ll never turn your good content into great content.

So where do you start?

The long and the short of it

When you start on a project, just write. It doesn’t matter how bad it is, write everything you can think of because it’s much easier to cut during your edit than add.

Once you’ve finished the editing process all the phrases and sentences that made you cringe will be gone, leaving you with the most powerful words.

Be strict

All writers are guilty of having a favourite phrase, sentence etc., in their writing. It may be something that came to you in a flash of genius that you just had to get into the piece you’re writing, but does it add or detract from what you’re trying to achieve?

During your edit you have to be ruthless. Keep the focus of your writing in your mind at all times and if it doesn’t fit it’s got to go.

That is especially true for the start of your content. Most writers will spend the first paragraph warming up. Take a look at the beginning and think is that the right starting place or is there a better introduction a few sentences in? It’s important to make an impact from the outset rather than gently leading the reader by the hand, because they may let go and find something more interesting to look at.

Think about your words

The easiest writing to read and understand is that which uses simple words, short sentences and short paragraphs. When you’re trying to sell, your writing has to be snappy, concise and to the point. That also means keeping your punctuation under control. Numerous commas in a sentence slows the pace and can lose a reader, oh and never, ever finish a headline with a full stop because you’re asking the reader to stop, and that’s the last thing you want them to do.

Voice

The tone of voice in a piece of writing refers to how it sounds when it’s read aloud.

Copywriters are in an odd position; the are the writers, but the message is coming from their client. Therefore the tone they adopt must fit with the company and it must also appeal to the audience.

As you edit, think about who you’re writing for, the types of phrase they would use, how they want their customers to see them and make sure you use the right tone and language to reflect their personality.

Be active

The use of active verbs can breathe life into any piece of writing, so take a good look through what you’ve written and make sure you change any areas of passivity to active-go-getting-ness.

Whichever way you look at it editing is painful, but at the end of the process you’ll be left with content that’s powerful, engaging and that will drive results.