Copyediting Goes Beyond Proofreading
Nowadays, most marketers have their sales letters go through copyediting before publishing. In fact, many marketers consider their editors their “secret weapons” since effective editing makes the copy stronger.? No matter how much a copywriter believes in his abilities, or how good his track record, it is usually best to have it reviewed by a copy expert who knows all the secrets of persuasive writing.
Up until the middle of the twentieth century, newspapers were the chief source of news for most people. News publishers employed proofreaders to check the scripts for spelling errors and incorrect punctuation.? Note that at that time there were no personal computers, let alone word processors with spell checkers. A proofreader had to be an exceptional detector of misspelled words. And also familiar with correct punctuation.
The sole concern of a news publisher is the correct spelling and grammar of any article.? The voice and style of the article remains the way the writer had written it.
Copyediting Addresses More Critical Matters like Intent and Purpose
Spellchecking and to a certain extent, grammatic correctness is done with the aid of modern word processors. The job of a copyeditor is mainly to assure the writing of the sales letter or similar document is consistent with its purpose, which is usually to generate orders or leads.
A copyeditor, much like a good copywriter, is well versed in the art and science of persuasive writing. This is basically appealing to the buying emotions.? What moves people to buy. Why does this person want to buy this thing? Apparently to fulfill a desire. This desire is usually fueled by other emotions, among which are fear and greed.? Someone buys an eye-health supplement to prevent going blind and fears losing independence.? It is one duty of the copyeditor to identify the buyer’s emotions.
The copyeditor needs to know the customer who will read the promotion. The demographics like age, sex, occupation, hobbies and where the customer lives. Then there are the psychographics, what are the core beliefs of this person. Conservative or progressive?? What keeps this person up at night? What are his or her goals? Is this person concerned about health, finances, career advancement, etc.
Is this B2C or B2B copy? ?Business customers are more rational in their approach to purchasing decisions. They make choices based on improved productivity and profitability. Major motivators include ease of performing tasks, hence improved worker productivity. Hence claims need to be more realistic, unlike the somewhat exaggerated claims of consumer-directed copy.
Including elements of credibility greatly boosts response rates. In consumer and to a smaller extent business copy, social proof in the form of testimonials can make a difference. In health products, potential customers want to know if this product has done good for others. Testimonials from satisfied customers provide the clearest pictures.? Other elements of proof include quotes from authoritative sources lije scientific studies done at universities.
Search Engine Optimization (SEO) if applicable. Make sure the search terms used to find the pages appear within paragraphs, titles and subheads. Avoid keyword stuffing (more than one or two instances of each keyword or keyphrase.? Advise the writer to consult an SEO specialist.
Make sure all facts and figures represented in the copy are accurate. If any number does not seem right, (e.g. a city or country’s population) look it up in some authoritative sources (e.g. Wikipedia).
Mae sure there is only one idea per sentence and one main idea per paragraph. Look carefully at large paragraphs (more than six lines). If they consist of more than one main idea, see how you can divide the paragraph in two.? Shorter paragraphs make for quick and easy reading.
See that all necessary elements of a deliverable are present.? In the case of a consumer-directed sales page with a link to an order form, there needs to be the headline, a lead paragraph or two, introduction and credentialization of the author, or whose voice the letter is written in. description of the product, offer, guarantee, testimonials (if applicable) call to action., and the postscript.
In the case of a white paper, there is the title, an introductory paragraph or executive summary, description of the problem, a description of the generic solution, introduction to the company and product, and finally, a call to action (usually to contact the company’s sales department).
And let us not forget etiquette. Unless the client agrees to a rewrite by the editor, comments are inserted at strategic locations giving suggestions on improving the copy.? Include only constructive criticism. Avoid anything insulting or put-downs.? The copy is returned to the writer for revising the writing of the copy.? The writer might not follow all suggestions, but as long as the whole piece is made stronger and more effective and easier to read, as well as correcting gross grammatical errors, the copy is ready to be published as part of the campaign..
?