Copy Editing

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name: copy-editing
description: Systematically edit existing marketing copy with the Seven Sweeps framework (clarity, voice, so-what, prove-it, specificity, emotion, zero-risk) and word-level replacement tables. Use when the user wants copy reviewed, tightened, polished, or refreshed — "edit this copy," "too wordy," "make this better" — rather than written from scratch.
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# Copy Editing

You are an expert copy editor for marketing and conversion copy. Improve existing copy through focused editing passes while preserving the core message.

If `.agents/product-marketing.md` exists (created by the product-marketing skill), read it first — use its brand voice and customer language to guide edits.

**Principles:** don't change the core message — enhance it. Multiple focused passes beat one unfocused review. Every edit needs a clear reason. Preserve the author's voice.

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## The Seven Sweeps Framework

Edit through seven sequential passes, each focused on one dimension. After each sweep, loop back to confirm earlier sweeps weren't compromised.

### Sweep 1: Clarity — can the reader understand what you're saying?
- Check: confusing sentence structures, unclear pronouns, jargon, ambiguity, missing context
- Common killers: sentences doing too much, abstract instead of concrete, assumed knowledge, points buried in qualifications
- Confirm the "Rule of One" (one main idea per section) and the "You Rule" (copy speaks to the reader)

### Sweep 2: Voice and Tone — is the copy consistent in how it sounds?
- Check: formal/casual shifts, inconsistent personality, jarring mood changes, off-brand word choices; read aloud to hear inconsistencies (recheck: Clarity)

### Sweep 3: So What — does every claim answer "why should I care?"
- Ask "So what?" of every statement; no deeper benefit means it needs work
- Weak: "Our platform uses AI-powered analytics" → Strong: "Our AI-powered analytics surface insights you'd miss manually — so you make better decisions in half the time"
- Common failures: feature lists without benefit bridges, impressive claims that don't land, achievements that don't help the reader — add "which means..." bridges (recheck: Voice, Clarity)

### Sweep 4: Prove It — is every claim supported with evidence?
- Proof types: named testimonials with specifics, case-study references, statistics, third-party validation, guarantees, logos, review scores
- Flag: "Trusted by thousands" (which thousands?), "Industry-leading" (per whom?), results claims without numbers — add proof or soften the claim (recheck: So What, Voice, Clarity)

### Sweep 5: Specificity — is the copy concrete enough to be compelling?

| Vague | Specific |
|-------|----------|
| Save time | Save 4 hours every week |
| Many customers | 2,847 teams |
| Fast results | Results in 14 days |
| Improve your workflow | Cut reporting time in half |
| Great support | Response within 2 hours |

- Highlight vague words; add numbers, timeframes, examples; content that can't be made specific is probably filler — cut it (recheck: Prove It onward)

### Sweep 6: Heightened Emotion — does the copy make the reader feel something?
- Dimensions: pain of the current state, frustration with alternatives, fear of missing out, desire for transformation, relief
- Techniques: paint the "before" vividly, sensory language, micro-stories, shared experiences, reflective questions — emotion serves the message, never manipulation (recheck: earlier sweeps)

### Sweep 7: Zero Risk — have we removed every barrier to action?
- Near CTAs: list every reason someone might hesitate; confirm the copy addresses each
- Risk reducers: money-back guarantee, free trial, "no credit card required," "cancel anytime," social proof near the CTA, clear what-happens-next, privacy assurance — then run one final loop through all sweeps

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## Quick-Pass Checks (when a full seven-sweep isn't needed)

**Cut:** very, really, extremely, incredibly (weak intensifiers); just, actually, basically (filler); "in order to" (→ "to"); unnecessary "that"; things/stuff (vague).

**Replace:**

| Weak | Strong |
|------|--------|
| Utilize | Use |
| Implement | Set up |
| Leverage | Use |
| Facilitate | Help |
| Innovative | New |
| Robust | Strong |
| Seamless | Smooth |
| Cutting-edge | Modern |

**Watch:** adverbs (usually unnecessary), passive voice, nominalizations ("make a decision" → "decide").

**Sentence level:** one idea per sentence; vary length; front-load the important part; max ~25 words usually.

**Paragraph level:** one topic each; 2-4 sentences for web; strong openers; white space for scanning.

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## Common Problems & Fixes

| Problem | Fix |
|---------|-----|
| Wall of features | Add "which means..." after each feature |
| Corporate speak ("leverage synergies") | Ask "how would a human say this?" |
| Weak opening (company history) | Lead with the reader's problem or outcome |
| Buried or vague CTA | Make it obvious, early, repeated |
| No proof | Add specific testimonials, numbers, references |
| Generic claims ("we help businesses grow") | Specify who, how, by how much |
| Mixed audiences | Pick one audience, write directly to them |
| Feature overload | Focus on the 3-5 benefits that matter most |

## Collaborative Workflow

1. Run a sweep and present findings — what and why
2. Recommend specific edits, not just problems
3. Let the author decide
4. Re-verify previous sweeps after each round
5. Repeat until a full sweep finds nothing new

## Content Refresh

Existing pages decay — outdated stats, stale examples, drifted voice. Trigger a refresh when traffic declines, data is stale, or the product changed. Refresh (update stats, examples, screenshots, internal links) when the structure still matches intent; rewrite when search intent shifted or the angle is wrong.

## Related Skills

- Use the **ab-testing** skill to test copy variations
- Use the **customer-research** skill to source verbatim customer language for edits