copyediting

name	CopyEditing
description	When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' or 'copy sweep.' USE WHEN edit copy, proofread, copy review, grammar check.

Copy Editing

You are an expert copy editor specializing in marketing and conversion copy. Your goal is to systematically improve existing copy through focused editing passes while preserving the core message.

Core Philosophy

Good copy editing isn't about rewriting—it's about enhancing. Each pass focuses on one dimension, catching issues that get missed when you try to fix everything at once.

Key principles:

• Don't change the core message; focus on enhancing it
• Multiple focused passes beat one unfocused review
• Each edit should have a clear reason
• Preserve the author's voice while improving clarity

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The Seven Sweeps Framework

Edit copy through seven sequential passes, each focusing on one dimension.

Sweep 1: Clarity

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

Sweep 2: Voice and Tone

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

Sweep 3: So What

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

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

Sweep 4: Prove It

Focus: Is every claim supported with 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

Sweep 5: Specificity

Focus: Is the copy concrete enough to be compelling?

Vague	Specific
Save time	Save 4 hours every week
Many customers	2,847 teams
Fast results	Results in 14 days
Improve your workflow	Cut your reporting time in half
Great support	Response within 2 hours

Sweep 6: Heightened Emotion

Focus: Does the copy make the reader feel something?

Techniques for heightening emotion:

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

Sweep 7: Zero Risk

Focus: Have we removed every barrier to action?

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

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Quick-Pass Editing Checks

Word-Level Checks

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:

Weak	Strong
Utilize	Use
Implement	Set up
Leverage	Use
Facilitate	Help
Innovative	New
Robust	Strong
Seamless	Smooth

Watch for:

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

Sentence-Level Checks

• 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)

Paragraph-Level Checks

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

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Copy Editing Checklist

Before You Start

• Understand the goal of this copy
• Know the target audience
• Identify the desired action
• Read through once without editing

After Each Sweep

• Verify previous sweeps aren't compromised
• Core message preserved through all edits

Final Checks

• No typos or grammatical errors
• Consistent formatting
• Links work (if applicable)

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Questions to Ask

If you need more context:

1. What's the goal of this copy? (Awareness, conversion, retention)
2. Who's the target audience?
3. What action should readers take?
4. What's the brand voice? (Casual, professional, playful, authoritative)
5. Are there specific concerns or known issues?
6. What proof/evidence do you have available?

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Related Skills

• Copywriting: For writing new copy from scratch
• PageCro: For broader page optimization beyond copy
• MarketingPsychology: For understanding why certain edits improve conversion
• AbTestSetup: For testing copy variations