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.' This skill provides a systematic approach to editing marketing copy through multiple focused passes.
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npx mdskills install sickn33/copy-editingComprehensive seven-sweep editing framework with specific techniques and examples for each pass
1---2name: copy-editing3description: "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.' This skill provides a systematic approach to editing marketing copy through multiple focused passes."4---56# Copy Editing78You 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.910## Core Philosophy1112Good 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.1314**Key principles:**15- Don't change the core message; focus on enhancing it16- Multiple focused passes beat one unfocused review17- Each edit should have a clear reason18- Preserve the author's voice while improving clarity1920---2122## The Seven Sweeps Framework2324Edit copy through seven sequential passes, each focusing on one dimension. After each sweep, loop back to check previous sweeps aren't compromised.2526### Sweep 1: Clarity2728**Focus:** Can the reader understand what you're saying?2930**What to check:**31- Confusing sentence structures32- Unclear pronoun references33- Jargon or insider language34- Ambiguous statements35- Missing context3637**Common clarity killers:**38- Sentences trying to say too much39- Abstract language instead of concrete40- Assuming reader knowledge they don't have41- Burying the point in qualifications4243**Process:**441. Read through quickly, highlighting unclear parts452. Don't correct yet—just note problem areas463. After marking issues, recommend specific edits474. Verify edits maintain the original intent4849**After this sweep:** Confirm the "Rule of One" (one main idea per section) and "You Rule" (copy speaks to the reader) are intact.5051---5253### Sweep 2: Voice and Tone5455**Focus:** Is the copy consistent in how it sounds?5657**What to check:**58- Shifts between formal and casual59- Inconsistent brand personality60- Mood changes that feel jarring61- Word choices that don't match the brand6263**Common voice issues:**64- Starting casual, becoming corporate65- Mixing "we" and "the company" references66- Humor in some places, serious in others (unintentionally)67- Technical language appearing randomly6869**Process:**701. Read aloud to hear inconsistencies712. Mark where tone shifts unexpectedly723. Recommend edits that smooth transitions734. Ensure personality remains throughout7475**After this sweep:** Return to Clarity Sweep to ensure voice edits didn't introduce confusion.7677---7879### Sweep 3: So What8081**Focus:** Does every claim answer "why should I care?"8283**What to check:**84- Features without benefits85- Claims without consequences86- Statements that don't connect to reader's life87- Missing "which means..." bridges8889**The So What test:**90For every statement, ask "Okay, so what?" If the copy doesn't answer that question with a deeper benefit, it needs work.9192❌ "Our platform uses AI-powered analytics"93*So what?*94✅ "Our AI-powered analytics surface insights you'd miss manually—so you can make better decisions in half the time"9596**Common So What failures:**97- Feature lists without benefit connections98- Impressive-sounding claims that don't land99- Technical capabilities without outcomes100- Company achievements that don't help the reader101102**Process:**1031. Read each claim and literally ask "so what?"1042. Highlight claims missing the answer1053. Add the benefit bridge or deeper meaning1064. Ensure benefits connect to real reader desires107108**After this sweep:** Return to Voice and Tone, then Clarity.109110---111112### Sweep 4: Prove It113114**Focus:** Is every claim supported with evidence?115116**What to check:**117- Unsubstantiated claims118- Missing social proof119- Assertions without backup120- "Best" or "leading" without evidence121122**Types of proof to look for:**123- Testimonials with names and specifics124- Case study references125- Statistics and data126- Third-party validation127- Guarantees and risk reversals128- Customer logos129- Review scores130131**Common proof gaps:**132- "Trusted by thousands" (which thousands?)133- "Industry-leading" (according to whom?)134- "Customers love us" (show them saying it)135- Results claims without specifics136137**Process:**1381. Identify every claim that needs proof1392. Check if proof exists nearby1403. Flag unsupported assertions1414. Recommend adding proof or softening claims142143**After this sweep:** Return to So What, Voice and Tone, then Clarity.144145---146147### Sweep 5: Specificity148149**Focus:** Is the copy concrete enough to be compelling?150151**What to check:**152- Vague language ("improve," "enhance," "optimize")153- Generic statements that could apply to anyone154- Round numbers that feel made up155- Missing details that would make it real156157**Specificity upgrades:**158159| Vague | Specific |160|-------|----------|161| Save time | Save 4 hours every week |162| Many customers | 2,847 teams |163| Fast results | Results in 14 days |164| Improve your workflow | Cut your reporting time in half |165| Great support | Response within 2 hours |166167**Common specificity issues:**168- Adjectives doing the work nouns should do169- Benefits without quantification170- Outcomes without timeframes171- Claims without concrete examples172173**Process:**1741. Highlight vague words and phrases1752. Ask "Can this be more specific?"1763. Add numbers, timeframes, or examples1774. Remove content that can't be made specific (it's probably filler)178179**After this sweep:** Return to Prove It, So What, Voice and Tone, then Clarity.180181---182183### Sweep 6: Heightened Emotion184185**Focus:** Does the copy make the reader feel something?186187**What to check:**188- Flat, informational language189- Missing emotional triggers190- Pain points mentioned but not felt191- Aspirations stated but not evoked192193**Emotional dimensions to consider:**194- Pain of the current state195- Frustration with alternatives196- Fear of missing out197- Desire for transformation198- Pride in making smart choices199- Relief from solving the problem200201**Techniques for heightening emotion:**202- Paint the "before" state vividly203- Use sensory language204- Tell micro-stories205- Reference shared experiences206- Ask questions that prompt reflection207208**Process:**2091. Read for emotional impact—does it move you?2102. Identify flat sections that should resonate2113. Add emotional texture while staying authentic2124. Ensure emotion serves the message (not manipulation)213214**After this sweep:** Return to Specificity, Prove It, So What, Voice and Tone, then Clarity.215216---217218### Sweep 7: Zero Risk219220**Focus:** Have we removed every barrier to action?221222**What to check:**223- Friction near CTAs224- Unanswered objections225- Missing trust signals226- Unclear next steps227- Hidden costs or surprises228229**Risk reducers to look for:**230- Money-back guarantees231- Free trials232- "No credit card required"233- "Cancel anytime"234- Social proof near CTA235- Clear expectations of what happens next236- Privacy assurances237238**Common risk issues:**239- CTA asks for commitment without earning trust240- Objections raised but not addressed241- Fine print that creates doubt242- Vague "Contact us" instead of clear next step243244**Process:**2451. Focus on sections near CTAs2462. List every reason someone might hesitate2473. Check if the copy addresses each concern2484. Add risk reversals or trust signals as needed249250**After this sweep:** Return through all previous sweeps one final time: Heightened Emotion, Specificity, Prove It, So What, Voice and Tone, Clarity.251252---253254## Quick-Pass Editing Checks255256Use these for faster reviews when a full seven-sweep process isn't needed.257258### Word-Level Checks259260**Cut these words:**261- Very, really, extremely, incredibly (weak intensifiers)262- Just, actually, basically (filler)263- In order to (use "to")264- That (often unnecessary)265- Things, stuff (vague)266267**Replace these:**268269| Weak | Strong |270|------|--------|271| Utilize | Use |272| Implement | Set up |273| Leverage | Use |274| Facilitate | Help |275| Innovative | New |276| Robust | Strong |277| Seamless | Smooth |278| Cutting-edge | New/Modern |279280**Watch for:**281- Adverbs (usually unnecessary)282- Passive voice (switch to active)283- Nominalizations (verb → noun: "make a decision" → "decide")284285### Sentence-Level Checks286287- One idea per sentence288- Vary sentence length (mix short and long)289- Front-load important information290- Max 3 conjunctions per sentence291- No more than 25 words (usually)292293### Paragraph-Level Checks294295- One topic per paragraph296- Short paragraphs (2-4 sentences for web)297- Strong opening sentences298- Logical flow between paragraphs299- White space for scannability300301---302303## Copy Editing Checklist304305### Before You Start306- [ ] Understand the goal of this copy307- [ ] Know the target audience308- [ ] Identify the desired action309- [ ] Read through once without editing310311### Clarity (Sweep 1)312- [ ] Every sentence is immediately understandable313- [ ] No jargon without explanation314- [ ] Pronouns have clear references315- [ ] No sentences trying to do too much316317### Voice & Tone (Sweep 2)318- [ ] Consistent formality level throughout319- [ ] Brand personality maintained320- [ ] No jarring shifts in mood321- [ ] Reads well aloud322323### So What (Sweep 3)324- [ ] Every feature connects to a benefit325- [ ] Claims answer "why should I care?"326- [ ] Benefits connect to real desires327- [ ] No impressive-but-empty statements328329### Prove It (Sweep 4)330- [ ] Claims are substantiated331- [ ] Social proof is specific and attributed332- [ ] Numbers and stats have sources333- [ ] No unearned superlatives334335### Specificity (Sweep 5)336- [ ] Vague words replaced with concrete ones337- [ ] Numbers and timeframes included338- [ ] Generic statements made specific339- [ ] Filler content removed340341### Heightened Emotion (Sweep 6)342- [ ] Copy evokes feeling, not just information343- [ ] Pain points feel real344- [ ] Aspirations feel achievable345- [ ] Emotion serves the message authentically346347### Zero Risk (Sweep 7)348- [ ] Objections addressed near CTA349- [ ] Trust signals present350- [ ] Next steps are crystal clear351- [ ] Risk reversals stated (guarantee, trial, etc.)352353### Final Checks354- [ ] No typos or grammatical errors355- [ ] Consistent formatting356- [ ] Links work (if applicable)357- [ ] Core message preserved through all edits358359---360361## Common Copy Problems & Fixes362363### Problem: Wall of Features364**Symptom:** List of what the product does without why it matters365**Fix:** Add "which means..." after each feature to bridge to benefits366367### Problem: Corporate Speak368**Symptom:** "Leverage synergies to optimize outcomes"369**Fix:** Ask "How would a human say this?" and use those words370371### Problem: Weak Opening372**Symptom:** Starting with company history or vague statements373**Fix:** Lead with the reader's problem or desired outcome374375### Problem: Buried CTA376**Symptom:** The ask comes after too much buildup, or isn't clear377**Fix:** Make the CTA obvious, early, and repeated378379### Problem: No Proof380**Symptom:** "Customers love us" with no evidence381**Fix:** Add specific testimonials, numbers, or case references382383### Problem: Generic Claims384**Symptom:** "We help businesses grow"385**Fix:** Specify who, how, and by how much386387### Problem: Mixed Audiences388**Symptom:** Copy tries to speak to everyone, resonates with no one389**Fix:** Pick one audience and write directly to them390391### Problem: Feature Overload392**Symptom:** Listing every capability, overwhelming the reader393**Fix:** Focus on 3-5 key benefits that matter most to the audience394395---396397## Working with Copy Sweeps398399When editing collaboratively:4004011. **Run a sweep and present findings** - Show what you found, why it's an issue4022. **Recommend specific edits** - Don't just identify problems; propose solutions4033. **Request the updated copy** - Let the author make final decisions4044. **Verify previous sweeps** - After each round of edits, re-check earlier sweeps4055. **Repeat until clean** - Continue until a full sweep finds no new issues406407This iterative process ensures each edit doesn't create new problems while respecting the author's ownership of the copy.408409---410411## Questions to Ask412413If you need more context:4141. What's the goal of this copy? (Awareness, conversion, retention)4152. Who's the target audience?4163. What action should readers take?4174. What's the brand voice? (Casual, professional, playful, authoritative)4185. Are there specific concerns or known issues?4196. What proof/evidence do you have available?420421---422423## Related Skills424425- **copywriting**: For writing new copy from scratch (use this skill to edit after your first draft is complete)426- **page-cro**: For broader page optimization beyond copy427- **marketing-psychology**: For understanding why certain edits improve conversion428- **ab-test-setup**: For testing copy variations429430---431432## When to Use Each Skill433434| Task | Skill to Use |435|------|--------------|436| Writing new page copy from scratch | copywriting |437| Reviewing and improving existing copy | copy-editing (this skill) |438| Editing copy you just wrote | copy-editing (this skill) |439| Structural or strategic page changes | page-cro |440
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