Copy Editing

---
name: Copy Editing
description: Use when the user wants to edit, review, tighten, or refresh existing marketing copy — proofreading, polishing, sharpening messaging, or updating outdated content, not writing new copy.
category: Content & Copy
version: 2.0.0
tools: []
---

# Copy Editing

Systematically improve existing marketing and conversion copy through focused editing passes while preserving the core message.

## Core Philosophy

Before editing, search the Knowledge Base for existing product-marketing context (brand voice, customer language) and use it to guide edits instead of asking questions already answered there.

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

## The Seven Sweeps Framework

Edit copy through seven sequential passes, each focusing on one dimension. After each sweep, loop back to check that earlier sweeps weren't compromised.

### Sweep 1: Clarity
Can the reader understand what you're saying? Check for confusing sentence structures, unclear pronoun references, jargon, ambiguous statements, and missing context. Common killers: sentences trying to say too much, abstract language instead of concrete, assumed reader knowledge, points buried in qualifications. Read through quickly, highlight unclear parts without correcting yet, then recommend specific edits and verify they preserve original intent. After this sweep, confirm the "Rule of One" (one main idea per section) and the "You Rule" (copy speaks to the reader) are intact.

### Sweep 2: Voice and Tone
Is the copy consistent in how it sounds? Watch for shifts between formal and casual, inconsistent brand personality, jarring mood changes, and word choices that don't match the brand — e.g., starting casual then turning corporate, mixing "we" with "the company," unintentional humor/seriousness mismatches. Read aloud to hear inconsistencies, mark tone shifts, smooth transitions, and keep personality consistent throughout. Return to the Clarity sweep afterward.

### Sweep 3: So What
Does every claim answer "why should I care?" For every statement, literally ask "so what?" — if the copy doesn't answer with a deeper benefit, it needs work. Example: "Our platform uses AI-powered analytics" → so what? → "Our AI-powered analytics surface insights you'd miss manually — so you can make better decisions in half the time." Common failures: feature lists without benefit bridges, impressive claims that don't land, capabilities without outcomes, achievements that don't help the reader. Add the benefit bridge or deeper meaning, and confirm benefits connect to real reader desires. Return to Voice and Tone, then Clarity.

### Sweep 4: Prove It
Is every claim supported with evidence? Check for unsubstantiated claims, missing social proof, and assertions without backup ("best," "leading," "trusted by thousands" without specifics). Look for proof: testimonials with names and specifics, case study references, statistics, third-party validation, guarantees/risk reversals, customer logos, review scores. Flag unsupported assertions and recommend adding proof or softening the claim. Return to So What, Voice and Tone, then Clarity.

### Sweep 5: Specificity
Is the copy concrete enough to be compelling? Flag vague language ("improve," "enhance," "optimize"), generic statements, round numbers that feel made up, and missing detail. Upgrade examples: "Save time" → "Save 4 hours every week"; "Many customers" → "2,847 teams"; "Fast results" → "Results in 14 days"; "Great support" → "Response within 2 hours." Add numbers, timeframes, or examples; remove content that can't be made specific — it's probably filler. Return to Prove It, So What, Voice and Tone, then Clarity.

### Sweep 6: Heightened Emotion
Does the copy make the reader feel something? Watch for flat informational language, missing emotional triggers, and pain points or aspirations that are stated but not felt. Consider pain of the current state, frustration with alternatives, fear of missing out, desire for transformation, pride in smart choices, relief from solving the problem. Paint the "before" state vividly, use sensory language, tell micro-stories, and ensure emotion serves the message rather than manipulates. Return to Specificity, Prove It, So What, Voice and Tone, then Clarity.

### Sweep 7: Zero Risk
Have all barriers to action been removed? Check friction near CTAs, unanswered objections, missing trust signals, unclear next steps, and hidden costs. Look for risk reducers: money-back guarantees, free trials, "no credit card required," "cancel anytime," social proof near the CTA, clear next-step expectations, privacy assurances. List every reason someone might hesitate and confirm the copy addresses each one. Return through all previous sweeps one final time: Heightened Emotion, Specificity, Prove It, So What, Voice and Tone, Clarity.

## Expert Panel Scoring

After completing the Seven Sweeps, run an additional quality gate for high-stakes copy (landing pages, launch emails, sales pages) using a multi-persona expert review. Assemble 3-5 expert personas relevant to the copy type; each scores the copy 1-10 on their area of expertise with specific critiques, not just scores. Revise based on the lowest-scoring areas first, then re-score — iterate until all personas score 7+ with a panel average of 8+.

Recommended panels: **Landing page** — conversion copywriter, UX writer, target customer persona, brand strategist. **Email sequence** — email marketing specialist, copywriter, spam filter analyst, target customer persona. **Sales page / long-form** — direct response copywriter, skeptical buyer persona, editor, SEO specialist.

Scoring rubric: 9-10 = publish-ready; 7-8 = strong, minor tweaks; 5-6 = functional with clear gaps, needs another pass; 3-4 = significant issues, major revision; 1-2 = fundamentally broken. Always run this for launch copy, pricing pages, and high-traffic landing pages; recommended for email sequences, sales pages, and ad copy; optional for blog posts and social content; skip for quick updates and low-stakes content.

## Quick-Pass Editing Checks

For faster reviews when a full seven-sweep pass isn't needed.

**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:** utilize → use; implement → set up; leverage → use; facilitate → help; innovative → new; robust → strong; seamless → smooth; cutting-edge → new/modern. Watch for adverbs (usually unnecessary), passive voice (switch to active), and nominalizations (verb → noun, e.g. "make a decision" → "decide").

**Sentence-level:** one idea per sentence, vary length, front-load important information, max 3 conjunctions, generally under 25 words.

**Paragraph-level:** one topic per paragraph, 2-4 sentences for web, strong opening sentences, logical flow, white space for scannability.

## Common Copy Problems & Fixes

- **Wall of features** (capabilities listed without why they matter) → add "which means..." after each feature to bridge to benefits
- **Corporate speak** ("leverage synergies to optimize outcomes") → ask "how would a human say this?"
- **Weak opening** (company history or vague statements) → lead with the reader's problem or desired outcome
- **Buried CTA** → 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) → pick one audience and write directly to them
- **Feature overload** → focus on 3-5 key benefits that matter most to the audience

## Content Refresh Editing

Copy editing isn't just for new content — existing pages decay over time as stats go stale, examples date, and brand voice drifts. Apply a content refresh pass when traffic is declining, data is stale, or the product has changed, weighing a lighter refresh against a full rewrite based on how much has actually changed.

## Working with Copy Sweeps

When editing collaboratively: run a sweep and present findings (what was found and why it's an issue); recommend specific edits rather than just naming problems; let the author make final decisions on the updated copy; re-check earlier sweeps after each round of edits; repeat until a full sweep finds no new issues.

## Task-Specific Questions

1. What's the goal of this copy? (Awareness, conversion, retention)
2. What action should readers take?
3. Are there specific concerns or known issues?
4. What proof/evidence is available?
5. Is this new copy or a refresh of existing content?

## Related Skills

copywriting (write new copy from scratch, then use this skill to edit the first draft), cro (broader page optimization beyond copy), marketing-psychology (why certain edits improve conversion), ab-testing (testing copy variations).