copy-editing

name	copy-editing
description	When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' 'sharpen the messaging,' 'refresh this content,' 'update this page,' 'this content is outdated,' or 'content audit.' Use this when the user already has copy and wants it improved or refreshed rather than rewritten from scratch. For writing new copy, see copywriting.
license	MIT
metadata	{"version":"1.3.0","source":"https://github.com/coreyhaines31/marketingskills"}

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

Check for product marketing context first: If .agents/product-marketing-context.md exists (or .claude/product-marketing-context.md in older setups), read it before editing. Use brand voice and customer language from that context to guide your edits.

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. After each sweep, loop back to check previous sweeps aren't compromised.

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

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

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?"

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

Bad: "Our platform uses AI-powered analytics" Good: "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?

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

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"
• Social proof near CTA
• Clear expectations of what happens next

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Quick-Pass Editing Checks

Word-Level

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
Cutting-edge	New/Modern

Sentence-Level

• 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

• 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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Common Copy Problems & Fixes

Problem	Symptom	Fix
Wall of Features	List of what the product does without why it matters	Add "which means..." after each feature to bridge to benefits
Corporate Speak	"Leverage synergies to optimize outcomes"	Ask "How would a human say this?" and use those words
Weak Opening	Starting with company history or vague statements	Lead with the reader's problem or desired outcome
Buried CTA	The ask comes after too much buildup, or isn't clear	Make the CTA obvious, early, and repeated
No Proof	"Customers love us" with no evidence	Add specific testimonials, numbers, or case references
Generic Claims	"We help businesses grow"	Specify who, how, and by how much
Mixed Audiences	Copy tries to speak to everyone, resonates with no one	Pick one audience and write directly to them
Feature Overload	Listing every capability, overwhelming the reader	Focus on 3-5 key benefits that matter most

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Working with Copy Sweeps

When editing collaboratively:

1. Run a sweep and present findings - Show what you found, why it's an issue
2. Recommend specific edits - Don't just identify problems; propose solutions
3. Request the updated copy - Let the author make final decisions
4. Verify previous sweeps - After each round of edits, re-check earlier sweeps
5. Repeat until clean - Continue until a full sweep finds no new issues

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When to Use Each Skill

Task	Skill
Writing new page copy from scratch	copywriting
Reviewing and improving existing copy	copy-editing (this skill)
Editing copy you just wrote	copy-editing (this skill)
Removing AI-sounding patterns	humanizer