When you write …
Get in the sandbox and play . Turn your heart loose on your topic; don’t edit during the first draft. Let your passion for your topic reveal itself in the same way that children delight in building sand castles. Be free. Create–don’t wait!
Then, if you have the luxury of time, set aside what you’ve written and take a walk or do something else for a while. When you come back, bring your more objective “Editor” persona with you.
As you look over the copy later on, ask yourself …
“How many of these words can come out without hurting anything?” (Make sure every word in every sentence is necessary. If it is, your final draft will be concise and compelling.)
Is the copy in active, present tense?
Is the copy personable, as though you’re speaking to one other person (as opposed to nameless, faceless hordes)?
Can you get rid of adjectives (very, most, etc. ) to make your copy more powerful? (Example: “This is a very important ruling which, if passed, will take away our right to fair elections and representative government” is more powerful edited like this: “If passed, this crucial ruling will make fair elections impossible and your vote worthless.”)
Don’t just slap words down and figure they’ll do their jobs. Massage them. Dance with them.
Words can be a whale of a lot of fun. They can wink at you and tease you. Let them! Engage with them during the editing process to chisel the essence of your message into a resounding, “Yes!”
You’ll know you’re done with your word dance when you’re smiling and feel you could anonymously place your copy in a frame and put it on the wall for passersby to see, knowing they’ll feel something special when they discover it.
(Remember, you’re taking people’s time. Make whatever you write worth your readers’ time while offering uplifting, informative, helpful copy and they’ll consider the time they spend with you golden.)
