Rewriting (fixing) Other People’s Copy

(how to deal with Jim when he asks you to “look over” his copy at 4:50 pm)

Obviously, these are tips for when you’re asked to “look over” (edit) someone else’s copy. Keep in mind, if Jim actually asks you to do this right before home-time, subscribe and check out my post about team management!

General Tips:

• Don’t do a complete rewrite! (You probably don’t know the full context, have the time, and it’s just rude). 
• Ask for general context to the writing (this helps to understand the writing and style).
• Look out for unnecessary words. (Condense sentences).  
• Look for/use active voice!
•  Clarify the call to action (make it easy for the reader to understand ASAP).  
• Keep the format in mind (writing for a brochure is different than a blog).

(Lurie, 2014)

Social Media Specific Tips:

• It’s frowned-upon to edit posts after publishing (have it perfect before publishing).
• Once it’s on the internet, it’s forever!
• Don’t be offensive (avoid topics that could cause distress such as tragedies).
• Have fun! (consumers can tell the difference).
• Keep it brief (400 characters or less make it easier to read).
• Use images! (avoid stock photos and irrelevant images).
• Use active voice!
• Generally, follow the 80/20 rule (80% of content is non-promotional content, 20% of content is promotional content).

(Lurie, 2014)

Conclusion/Takeaways:

When asked to look over someone’s copy, don’t fully rewrite it. Ask for context so you understand what’s going on. For social media, it’s important to understand that posts are forever. Don’t post anything without being sure about it. Images are great when used properly! Keep posts brief and don’t be offensive.  

Note: Yes, some companies can get away with being “offensive” (ex. Wendy’s Twitter is known for being savage), but they are a very rare case! They built their internet following on this but it was a burning star of the time; it burned hot and bright (popular and well-know), but is now died out. Would recommend to not attempt to rekindle that magic.

 If you have any questions or comments, leave them in the comments section down below!

Sources:

Lurie, I. (2014, May 30). Learning to Write Marketing Copy. Retrieved from https://www.linkedin.com/learning/learning-to-write-marketing-copy/