The long and short of it
How to edit
Every day, we’re sent client content to pull into shape, make more engaging or bring in line with a brand's tone of voice. Whether the job involves a blog, article, website or email, a little thoughtful editing goes a long way.
Here are five simple ways to ramp up your editing skills and give your content a quality edge:
1. Find the focus
First things first – pinpoint your focus. What are you trying to say? And who are you saying it to? Is it clear what the piece is about from the start? Are the supporting messages in the right order?
2. Grab attention with a headline and standfirst
More than likely, you’re reading this article because of the intriguing headline – right? Headlines are what draw readers in. They might be quirky or very straightforward - depending on the brand personality and tone of voice. And remember, good headlines will often come to you after you've edited the bulk of the piece. So it can be useful to revisit your headline at the end.
As well as your headline, think about a standfirst. Standfirsts are a line or two that the bridge the gap between the headline and main story. They should give an overview of the piece and encourage your audience to read on.
3. Break it down
Use well-written sub-headlines throughout your piece. They help readers navigate their way and understand key points at a glance. Complementing the headline and standfirst, we call this the 'three speed read'. This means catering for varied attention spans: those who'll read the whole piece (often very few!) or just its introduction – and people who simply 'scan' for nuggets of meaning.
4. Suggest pull quotes
A pull quote is a key phrase or fact and highlighted by separating it from the rest of the body copy, using a different typeface or point size, or a combination of all three. Pull quotes attract the reader’s attention to key messages and make scanning easier in longer articles.
5. Check and check again
Finally, proof your work – at the very least three times. Then pass it on it to a fresh pair of eyes for more close inspection. We’re all guilty of the odd spelling or grammar mistake, but there's really no excuse for letting errors creep into your final draft.
If you’d like us to add some sparkle to your communications, please get in touch and we’ll have a chat about how we can help.
