How To Edit Your Own Copy

Writing for your web site or email newsletter might be the most important thing that you do — if people don’t want to waste time wading through your lengthy prose, they’ll never get to your amazing offer.  There are lots of great resources like MenWithPens and Dave Navarro and  Naomi Dunford and Sonia Simone to teach you all about it, but I’ll give you a little tip that I use right here.

Step 1: Cut.
Step 2: Cut some more.
Step 3: Cut a little bit more.

Most of us tend to fall in love with the sound of our own voice, whether it’s out loud or just the gentle clacking of the keyboard. So go ahead and write your paragraph, then start editing out every single word that you can. Do this until it “breaks” the meaning. And then you’ve got a winner.

Here’s an example of some copy for my Imaginary Swimming Pool Company:

#1 Summer Is A Great Time To Consider Buying One Of Our Swimming Pools!
As Spring turns into Summer, it gets warmer and we begin to think of how hot we’ll be outdoors. Wouldn’t it be nice to have a nice, cool, relaxing swimming pool to jump into after work so that we could cool off and enjoy ourselves once we’ve gotten home?

#2 Summer Is A Great Time To Consider Buying One Of Our Swimming Pools!
As Spring turns into Summer, it gets warmer and we begin to think of how hot we’ll be outdoors. Wouldn’t it be nice to have a nice, cool, relaxing swimming pool to jump into after work so that we could cool off and enjoy ourselves once we’ve gotten home?

#3 Summer — A Great Time To Enjoy Buy Our Swimming Pools!
As Spring turns into Summer we begin to think of how You’re going to be hot we’ll be outdoors this summer. Wouldn’t it be nice to have a nice, cool, relaxing swimming pool to jump into after work so that we could and cool off and enjoy ourselves?

Summer — A Great Time To Enjoy Swimming Pools!
You’re going to be hot outdoors this summer. Wouldn’t it be nice to have a cool, relaxing swimming pool to jump into after work?