/iblai-marketing-copy-editing

Improve existing marketing copy through focused, sequential edit passes. Preserve the core message; sharpen the execution.

Step 0: Context Check

Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md on older setups) before editing. Use brand voice and customer language from that context to guide every change.

Good editing isn't rewriting — it's enhancing. Each pass tackles one dimension; trying to fix everything at once misses things.

Principles:

• Don't change the core message; sharpen it
• Multiple focused passes beat one unfocused review
• Every edit has a clear reason
• Preserve the author's voice while improving clarity

The Seven Sweeps Framework

Edit through seven sequential passes — Clarity, Voice and Tone, So What, Prove It, Specificity, Heightened Emotion, Zero Risk. After each sweep, loop back to confirm earlier sweeps weren't compromised.

Full sweep-by-sweep guidance, examples, and per-sweep checklists: [references/seven-sweeps.md](references/seven-sweeps.md).

Expert Panel Scoring

Use this after the Seven Sweeps as an extra quality gate. For high-stakes copy (landing pages, launch emails, sales pages), multi-persona review catches what a single perspective misses.

How It Works

1. Assemble 3-5 expert personas relevant to the copy type
2. Each persona scores the copy 1-10 on their area of expertise
3. Collect specific critiques — not just scores, but fixes
4. Revise based on feedback — address lowest-scoring areas first
5. Re-score after revisions — iterate until every persona scores 7+, panel average 8+

Recommended Panels

Landing page copy:

• Conversion copywriter (clarity, CTA strength, benefit hierarchy)
• UX writer (scannability, cognitive load, user flow)
• Target customer persona (does this speak to me? Do I trust it?)
• Brand strategist (voice consistency, positioning accuracy)

Email sequence:

• Email marketing specialist (subject lines, open/click optimization)
• Copywriter (hooks, storytelling, persuasion)
• Spam filter analyst (deliverability red flags, trigger words)
• Target customer persona (relevance, value, unsubscribe risk)

Sales page / long-form:

• Direct response copywriter (offer structure, objection handling, urgency)
• Skeptical buyer persona (proof gaps, trust issues, red flags)
• Editor (flow, readability, conciseness)
• SEO specialist (keyword coverage, search intent alignment)

Scoring Rubric

When to Use

• Always for launch copy, pricing pages, high-traffic landing pages
• Recommended for email sequences, sales pages, ad copy
• Optional for blog posts, social content, internal docs
• Skip for quick updates, minor edits, low-stakes content

Quick-Pass Checks

Use for faster reviews when a full seven-sweep process isn't warranted.

Word-Level

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:

Watch for:

• Adverbs (usually unnecessary)
• Passive voice (switch to active)
• Nominalizations (verb → noun: "make a decision" → "decide")

Sentence-Level

• One idea per sentence
• Vary sentence length (mix short and long)
• Front-load important information
• Max 3 conjunctions per sentence
• Usually under 25 words

Paragraph-Level

• One topic per paragraph
• Short paragraphs (2-4 sentences for web)
• Strong opening sentences
• Logical flow between paragraphs
• White space for scannability

Copy Editing Checklist

Before You Start

• Understand the goal of this copy
• Know the target audience
• Identify the desired action
• Read through once without editing

Clarity (Sweep 1)

• Every sentence is immediately understandable
• No jargon without explanation
• Pronouns have clear references
• No sentences trying to do too much

Voice & Tone (Sweep 2)

• Consistent formality level throughout
• Brand personality maintained
• No jarring mood shifts
• Reads well aloud

So What (Sweep 3)

• Every feature connects to a benefit
• Claims answer "why should I care?"
• Benefits connect to real desires
• No impressive-but-empty statements

Prove It (Sweep 4)

• Claims are substantiated
• Social proof is specific and attributed
• Numbers and stats have sources
• No unearned superlatives

Specificity (Sweep 5)

• Vague words replaced with concrete ones
• Numbers and timeframes included
• Generic statements made specific
• Filler content removed

Heightened Emotion (Sweep 6)

• Copy evokes feeling, not just information
• Pain points feel real
• Aspirations feel achievable
• Emotion serves the message authentically

Zero Risk (Sweep 7)

• Objections addressed near CTA
• Trust signals present
• Next steps are crystal clear
• Risk reversals stated (guarantee, trial, etc.)

Final Checks

• No typos or grammatical errors
• Consistent formatting
• Links work (if applicable)
• Core message preserved through all edits

Common Problems & Fixes

Problem: Wall of Features

Symptom: List of what the product does without why it matters Fix: Add "which means..." after each feature to bridge to benefits

Problem: Corporate Speak

Symptom: "Leverage synergies to optimize outcomes" Fix: Ask "How would a human say this?" and use those words

Problem: Weak Opening

Symptom: Company history or vague statements Fix: Lead with the reader's problem or desired outcome

Problem: Buried CTA

Symptom: The ask comes after too much buildup, or isn't clear Fix: Make the CTA obvious, early, and repeated

Problem: No Proof

Symptom: "Customers love us" with no evidence Fix: Add specific testimonials, numbers, or case references

Problem: Generic Claims

Symptom: "We help businesses grow" Fix: Specify who, how, and by how much

Problem: Mixed Audiences

Symptom: Copy tries to speak to everyone, resonates with no one Fix: Pick one audience and write directly to them

Problem: Feature Overload

Symptom: Every capability listed, reader overwhelmed Fix: Focus on 3-5 key benefits that matter most

Working with Copy Sweeps

When editing collaboratively:

1. Run a sweep and present findings — show what you found, why it matters
2. Recommend specific edits — propose solutions, not just problems
3. Request the updated copy — let the author make final calls
4. Verify previous sweeps — re-check earlier sweeps after each round
5. Repeat until clean — until a full sweep surfaces no new issues

This iteration respects the author's ownership while compounding improvements.

References

• [Plain English Alternatives](references/plain-english-alternatives.md): Replace complex words with simpler alternatives
• [Content Refresh](references/content-refresh.md): Full checklist, refresh vs. rewrite matrix, and cadence guide

Content Refresh Editing

Existing pages decay — outdated stats, stale examples, drifted brand voice. Use the content refresh framework when traffic is declining, data is stale, or the product has changed.

Full refresh checklist, refresh-vs-rewrite matrix, cadence guide: [references/content-refresh.md](references/content-refresh.md).

Task-Specific Questions

1. Goal of this copy? (Awareness, conversion, retention.)
2. What action should readers take?
3. Specific concerns or known issues?
4. What proof/evidence is available?
5. New copy or refresh of existing content?

Related Skills

• iblai-marketing-copywriting: Writing new copy from scratch (use this skill to edit afterward)
• iblai-marketing-page-cro: Broader page optimization beyond copy
• iblai-marketing-psychology: Why certain edits improve conversion
• iblai-marketing-ab-test-setup: Testing copy variations

When to Use Each Skill