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.
| # | Sweep | Question it answers |
|---|---|---|
| 1 | Clarity | Can the reader understand it? |
| 2 | Voice and Tone | Does it sound like the brand? |
| 3 | So What | Why should the reader care? |
| 4 | Prove It | Where's the evidence? |
| 5 | Specificity | Is it concrete, not vague? |
| 6 | Heightened Emotion | Does it move the reader? |
| 7 | Zero Risk | What hesitations remain? |
Full sweep-by-sweep guidance, examples, and per-sweep checklists: 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
- Assemble 3-5 expert personas relevant to the copy type
- Each persona scores the copy 1-10 on their area of expertise
- Collect specific critiques — not just scores, but fixes
- Revise based on feedback — address lowest-scoring areas first
- 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
| Score | Meaning |
|---|---|
| 9-10 | Publish-ready. No meaningful improvements. |
| 7-8 | Strong. Minor tweaks only. |
| 5-6 | Functional but has clear gaps. Needs another pass. |
| 3-4 | Significant issues. Major revision needed. |
| 1-2 | Fundamentally broken. Rethink approach. |
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:
| Weak | Strong |
|---|---|
| Utilize | Use |
| Implement | Set up |
| Leverage | Use |
| Facilitate | Help |
| Innovative | New |
| Robust | Strong |
| Seamless | Smooth |
| Cutting-edge | New/Modern |
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:
- Run a sweep and present findings — show what you found, why it matters
- Recommend specific edits — propose solutions, not just problems
- Request the updated copy — let the author make final calls
- Verify previous sweeps — re-check earlier sweeps after each round
- 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: Replace complex words with simpler alternatives
- Content Refresh: 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.
Task-Specific Questions
- Goal of this copy? (Awareness, conversion, retention.)
- What action should readers take?
- Specific concerns or known issues?
- What proof/evidence is available?
- 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
| Task | Skill to Use |
|---|---|
| Writing new page copy from scratch | iblai-marketing-copywriting |
| Reviewing and improving existing copy | iblai-marketing-copy-editing (this skill) |
| Editing copy you just wrote | iblai-marketing-copy-editing (this skill) |
| Structural or strategic page changes | iblai-marketing-page-cro |