Copywriting: How to Revise Your Copy

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Wait at Least One Day

When you finish writing a piece of copy, I recommend that you don't revise it immediately, because what you've just written is still too fresh in your mind, and you might overlook mistakes that would be obvious to a reader.

This is called proofreading blindness: when you review something you've just finished writing, your brain already knows what you intended to say, so as you reread it, it tends to fill in the gaps automatically, even when something is missing or a passage isn't clear (source: "How to Succeed in CS103," Stanford University))," Stanford.

That's why I recommend waiting at least one day before revising your copy, so you can approach it with fresh eyes and more easily spot the parts that aren't working.

Try Proofreading on Paper

I can't really explain why, but this works incredibly well for me: whenever I need to revise an important piece of copy, I print it out and correct it with a red pen, just like a teacher grading an assignment.

Yes, even the article you're reading went through the same process.

I've noticed that I can spot problems on paper that I miss on a computer screen, perhaps because I'm not dealing with all the distractions that come with using a computer and can concentrate better on what I'm reading.

Paper also gives me a different perspective on the text, and I find it more natural to mark sentences that don't sound right or cross out entire passages that serve no purpose.

I can't tell you that this is the best method for everyone, and I'm not going to invent some psychological explanation to justify it, but I strongly recommend trying it at least once.

Print out your copy and revise it without your computer in front of you, then transfer your changes to the digital version.

If it doesn't work for you, you can always go back to your usual method.

Read Your Copy Aloud

In copywriting, your writing should feel like a conversation with the reader, so one popular and effective revision technique is to read your copy aloud, because having to pronounce every word forces you to pay attention to what you've actually written, and you'll immediately notice when a sentence is too complicated or requires a second reading to understand.

I recommend reading as though you were explaining the content to someone sitting in front of you, without trying to sound like a TV presenter.

If you instinctively want to replace a word while reading, that's a sign that the one you originally chose isn't the most natural option.

And if you have to stop halfway through a sentence to catch your breath, you might need to make it easier to read, perhaps by adding a few commas or breaking it into shorter sentences.

You can also record yourself reading and listen to the recording afterward, especially if you're revising a sales page or copy intended to persuade someone to take action.

What to Check When Revising Copy

Clarity and Simplicity

Beyond checking grammar and sentence structure, I recommend making sure your message is clear and easy for your target reader to understand.

Reread your copy from their perspective and make sure they can follow what you're saying even if they're completely unfamiliar with the subject.

I recommend doing at least two separate rounds of revision: during the first, focus on clarity, and during the second, look for writing mistakes.

This way, you won't waste time perfecting a sentence you might eventually decide to delete.

Length and Usefulness

Next, make sure every part of your copy serves a real purpose.

Keep the length of your copy to the absolute minimum necessary, because when we write, we tend to add explanations that seem important to us but offer no real value to the reader, so don't be afraid to delete entire sentences if they contribute nothing to the message.

Your Headline's Promise and CTA

Another essential step is checking that your copy delivers on the promise made in your headline.

If you've promised to explain how to solve a problem, you have to make sure you've given the reader a concrete solution without leaving important questions unanswered.

You can't promise in your headline to show readers how to do something and then tell them they have to contact you or fill out a form to find out how, even if it's completely free.

Your copy must explain exactly what your headline promises, giving readers all the information they need to achieve the result on their own.

Your CTA should then offer them a way to achieve that same result faster or more effectively with your help, rather than withholding the solution until they contact you.

By the time readers reach your CTA, they must already know how to do what you promised, and your offer should make the process easier, not be the only way to complete it.

Evidence and Data

Pay particular attention to the claims you make in your copy.

If you say that a particular method works better than another or that research has demonstrated something, you must be able to back it up with authoritative sources.

For example, if you write that a certain technique increases sales by 30%, you need a reliable study that supports that exact figure.

If you can't find a credible source, it's better to remove the claim or rewrite it without presenting it as a proven fact, even though it won't be as persuasive and, without evidence, there's a good chance nobody will take your word for it.

Also, check that your sources are up to date and genuinely support what you've written, because citing a study just to make your copy seem more credible will only destroy your credibility.