Custom writing is about much more than just copywriting.
I am privileged to work with a group of very talented and professional writers, but no matter how good the copy is that they produce, there are often things that can be done to align it better with the audience to which it’s targeted. That is where good editing comes into play.
Not all copy needs heavy editing, but all copy needs a second set of eyes to make sure that things are right. Clients want certain things done certain ways, and, believe me, they let us know when we miss the mark. What follows is a list of strategies that you can either implement or work into your company’s style guide that govern the kinds of things you want addressed in the editing process.
1. Insist on Consistency in Message.
Good sales copy is consistent not only in the content of its message but also in the style in which it is presented. There should be notable patterns in the way that the information is presented. This is not to say that you want to repeat yourself or keep bombarding the reader with silly catch phrases, but rather that you keep the message interesting and focused and consistently moving in the same direction. In fact, it is singularly ill-advised to keep repeating the same concepts over and over again.
2. Check All Facts.
This is especially important for blogs, landing pages, and pieces of sales content that will be posted on social media. If you haven’t adequately checked the facts you mention in your copy, trust me: People – lots of people – will be lying in wait to call you out about it, and that chips away at your credibility at an alarming rate. Do it repeatedly, and you will lose your audience and your credibility in a single gesture.
The good news is that this is one of the easier aspects of editing. A bit of online research is typically all it takes to keep it real. One of my writers once told me that he decides on the details that go into an article by first researching the subject through various online sources and seeing which details are mentioned in multiple sources. The more the information agrees across sources, the more likely it is to be sound.
Citations are your friends here, and, especially in the instance of blogs, they can be easily inserted as links within the text of the document. If you are using an in-text ad service, though, you might be better off with a works cited or bibliographic section at the end of your article.
3. Cover All the Basics.
It may seem like a no-brainer, but a quick look at a few random blogs, and you learn how lax most content marketers really are when it comes to the simplest of editing details. I’m talking about things like spelling, grammar, and proper formatting. Always run your own spelling and grammar check on the copy you use for marketing even if you work with a professional copywriter or copywriting company. Even the best ones still make mistakes.
I will add just a word about grammar and punctuation here, though…
You want to be sure that the tone and language of an article or sales page are in line with the expectations of the intended audience. The more conversational the tone is, the looser you can safely play with grammar.
Professional and technical writing rely more heavily on proper grammar usage and even then, most marketers – even highly successful ones – get it wrong quite often. What does that prove? It proves that the average reader is more interested in the substance of the message than with dangling participles and Oxford commas. Strive for perfection in the context of the message and in the effectiveness of the pitch. That doesn’t always mean using perfect written grammar.
4. Rearrange the Details.
Even when you get back a well-polished, professionally edited document from a copy editor, you might find that certain details flow better when paired with others that are found elsewhere in the document. Don’t be afraid to rearrange those details to make the message more linear and keep the reader’s focus on the areas of your message that matter most. This works especially well in long-form sales copy, where similar details are often presented in different segments.
5. Never Feel Strange About Asking for Changes.
Finally, if you are working with professional editors, they understand that every client is going to have different expectations of how the editing work will get done. If you’re not happy, give your editor(s) your feedback and let them have another go at it. I’ll renew my recommendation of adding editing instructions to your style guide here. It can save you loads of time in the editing process and get your copy in front of its audience much faster.