The Fiskars School of Editing
Computers are so handy for editing copy that many copywriters have forgotten about doing it the old-fashioned way: with a pair of scissors.
But, sometimes …
Let’s say you’ve read and improved your copy for the second or third time. You’ve nailed your promise. The words say what you want to say. And everything is just about perfect.
Except … not everything is in the right place.
When this happens, don’t cut and paste on screen. It can get confusing. Instead, print out a copy of your promo. Cut out the parts that don’t feel like they’re in the right order. Mark each of these snippets with the page number where they originally came from.
Lay them out and read them. Move text blocks around to experiment with different orders. When you hit on the one that works best, mark each snippet with a reminder of where you intend to move it. Staple the snippets together and do your on-screen copy/paste using them as your guide.
Once you’ve completed this editing process, go back and reread the results. You may have to change/add transitions. But after doing that, your copy will be much stronger. Just as you intended.
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