Editing is about rereading, correcting, and, above all, asking yourself: is there a better way to say this?
And although there is little talk about the role of editing in the success of a content, it plays a crucial role.
In fact, teams with advanced content strategies often have an editor: a figure specialized in reviewing all the content created by the writers and improving its quality.
He is a good editor
That said, a good copywriter can also become his own editor. And when he takes on this second role, he should be able to take any text and…
- Remove repetitive or uninteresting parts, or make them shorter
- Add necessary context details or elaborate on an idea
- Move paragraphs or sentences to make the final result more fluid
- Look for alternative ways to express the same idea
- Turning feedback from others (experts, customers, etc.) into compelling email data quotes that align with business objectives
Pro tip: Take an article that is relatively well written but has room for improvement and ask the writer to edit it. To assess their editing skills, they don’t need start writing to rewrite it, just note any corrections, changes, or possible improvements.
Has an instinct for identifying problems (and solutions)
What’s in it for me?
That’s what your readers and potential customers ask themselves when they come across your content, whether it’s a landing page, your latest ebook, or a blog post.
Good writers make the answer to that question obvious because they have two concepts firmly in mind: pain points (the problem) and benefits (the solution).
About what problem they are trying to solve.
This feature is not an extra, but a must. A good writer must be able to create an online store with integrate this way of thinking into his writing process.
Of course, this concept may be more internalized in some than in others. But, if you have the possibility, hire writers who speak the language of pain points and benefits naturally .
It’s serious
Serious is not the antonym of fun. ‘Serious’ here refers to the way of buy lead working. And this is a critical point.
A copywriter can write like Dickens, but if he or she misses deadlines or doesn’t deliver what you asked for, your marketing plan will suffer.
