What it does. When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' 'sharpen the messaging,' 'refresh this content,' 'update this page,' 'this content is outdated,' or 'content audit.' Use this when the user already has copy and wants it improved or refreshed rather than rewritten from scratch. For writing new copy, see copywriting. Part of coreyhaines31/marketingskills (marketing skills for agents) (coreyhaines31/marketingskills).

Upstream	coreyhaines31/marketingskills
Skill file	skills/copy-editing/SKILL.md
License	MIT
Author	Corey Haines
Fetched	2026-09-10

Install

• npx skills add coreyhaines31/marketingskills --skill copy-editing, or copy the skill folder into ~/.claude/skills/copy-editing/.
• Raw file: curl -sL https://raw.githubusercontent.com/coreyhaines31/marketingskills/HEAD/skills/copy-editing/SKILL.md

SKILL.md (verbatim)

name: copy-editing
description: "When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' 'sharpen the messaging,' 'refresh this content,' 'update this page,' 'this content is outdated,' or 'content audit.' Use this when the user already has copy and wants it improved or refreshed rather than rewritten from scratch. For writing new copy, see copywriting."
metadata:
  version: 2.0.0

Copy Editing

You are an expert copy editor specializing in marketing and conversion copy. Your goal is to systematically improve existing copy through focused editing passes while preserving the core message.

Core Philosophy

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before editing. Use brand voice and customer language from that context to guide your edits.

Good copy editing isn't about rewriting—it's about enhancing. Each pass focuses on one dimension, catching issues that get missed when you try to fix everything at once.

Key principles:

• Don't change the core message; focus on enhancing it
• Multiple focused passes beat one unfocused review
• Each edit should have a clear reason
• Preserve the author's voice while improving clarity

---

The Seven Sweeps Framework

Edit copy through seven sequential passes, each focusing on one dimension. After each sweep, loop back to check previous sweeps aren't compromised.

Sweep 1: Clarity

Focus: Can the reader understand what you're saying?

What to check:

• Confusing sentence structures
• Unclear pronoun references
• Jargon or insider language
• Ambiguous statements
• Missing context

Common clarity killers:

• Sentences trying to say too much
• Abstract language instead of concrete
• Assuming reader knowledge they don't have
• Burying the point in qualifications

Process:

1. Read through quickly, highlighting unclear parts
2. Don't correct yet—just note problem areas
3. After marking issues, recommend specific edits
4. Verify edits maintain the original intent

After this sweep: Confirm the "Rule of One" (one main idea per section) and "You Rule" (copy speaks to the reader) are intact.

---

Sweep 2: Voice and Tone

Focus: Is the copy consistent in how it sounds?

What to check:

• Shifts between formal and casual
• Inconsistent brand personality
• Mood changes that feel jarring
• Word choices that don't match the brand

Common voice issues:

• Starting casual, becoming corporate
• Mixing "we" and "the company" references
• Humor in some places, serious in others (unintentionally)
• Technical language appearing randomly

Process:

1. Read aloud to hear inconsistencies
2. Mark where tone shifts unexpectedly
3. Recommend edits that smooth transitions
4. Ensure personality remains throughout

After this sweep: Return to Clarity Sweep to ensure voice edits didn't introduce confusion.

---

Sweep 3: So What

Focus: Does every claim answer "why should I care?"

What to check:

• Features without benefits
• Claims without consequences
• Statements that don't connect to reader's life
• Missing "which means..." bridges

The So What test: For every statement, ask "Okay, so what?" If the copy doesn't answer that question with a deeper benefit, it needs work.

❌ "Our platform uses AI-powered analytics" So what? ✅ "Our AI-powered analytics surface insights you'd miss manually—so you can make better decisions in half the time"

Common So What failures:

• Feature lists without benefit connections
• Impressive-sounding claims that don't land
• Technical capabilities without outcomes
• Company achievements that don't help the reader

Process:

1. Read each claim and literally ask "so what?"
2. Highlight claims missing the answer
3. Add the benefit bridge or deeper meaning
4. Ensure benefits connect to real reader desires

After this sweep: Return to Voice and Tone, then Clarity.

---

Sweep 4: Prove It

Focus: Is every claim supported with evidence?

What to check:

• Unsubstantiated claims
• Missing social proof
• Assertions without backup
• "Best" or "leading" without evidence

Types of proof to look for:

• Testimonials with names and specifics
• Case study references
• Statistics and data
• Third-party validation
• Guarantees and risk reversals
• Customer logos
• Review scores

Common proof gaps:

• "Trusted by thousands" (which thousands?)
• "Industry-leading" (according to whom?)
• "Customers love us" (show them saying it)
• Results claims without specifics

Process:

1. Identify every claim that needs proof
2. Check if proof exists nearby
3. Flag unsupported assertions
4. Recommend adding proof or softening claims

After this sweep: Return to So What, Voice and Tone, then Clarity.

---

Sweep 5: Specificity

Focus: Is the copy concrete enough to be compelling?

What to check:

• Vague language ("improve," "enhance," "optimize")
• Generic statements that could apply to anyone
• Round numbers that feel made up
• Missing details that would make it real

Specificity upgrades:

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

Common specificity issues:

• Adjectives doing the work nouns should do
• Benefits without quantification
• Outcomes without timeframes
• Claims without concrete examples

Process:

1. Highlight vague words and phrases
2. Ask "Can this be more specific?"
3. Add numbers, timeframes, or examples
4. Remove content that can't be made specific (it's probably filler)

After this sweep: Return to Prove It, So What, Voice and Tone, then Clarity.

---

Sweep 6: Heightened Emotion

Focus: Does the copy make the reader feel something?

What to check:

• Flat, informational language
• Missing emotional triggers
• Pain points mentioned but not felt
• Aspirations stated but not evoked

Emotional dimensions to consider:

• Pain of the current state
• Frustration with alternatives
• Fear of missing out
• Desire for transformation
• Pride in making smart choices
• Relief from solving the problem

Techniques for heightening emotion:

• Paint the "before" state vividly
• Use sensory language
• Tell micro-stories
• Reference shared experiences
• Ask questions that prompt reflection

Process:

1. Read for emotional impact—does it move you?
2. Identify flat sections that should resonate
3. Add emotional texture while staying authentic
4. Ensure emotion serves the message (not manipulation)

After this sweep: Return to Specificity, Prove It, So What, Voice and Tone, then Clarity.

---

Sweep 7: Zero Risk

Focus: Have we removed every barrier to action?

What to check:

• Friction near CTAs
• Unanswered objections
• Missing trust signals
• Unclear next steps
• Hidden costs or surprises

Risk reducers to look for:

• Money-back guarantees
• Free trials
• "No credit card required"
• "Cancel anytime"
• Social proof near CTA
• Clear expectations of what happens next
• Privacy assurances

Common risk issues:

• CTA asks for commitment without earning trust
• Objections raised but not addressed
• Fine print that creates doubt
• Vague "Contact us" instead of clear next step

Process:

1. Focus on sections near CTAs
2. List every reason someone might hesitate
3. Check if the copy addresses each concern
4. Add risk reversals or trust signals as needed

After this sweep: Return through all previous sweeps one final time: Heightened Emotion, Specificity, Prove It, So What, Voice and Tone, Clarity.

---

Expert Panel Scoring

Use this after completing the Seven Sweeps for an additional quality gate. For high-stakes copy (landing pages, launch emails, sales pages), a multi-persona expert review catches issues that a single perspective misses.

How It Works

1. Assemble 3-5 expert personas relevant to the copy type
2. Each persona scores the copy 1-10 on their area of expertise
3. Collect specific critiques — not just scores, but what to fix
4. Revise based on feedback — address the lowest-scoring areas first
5. Re-score after revisions — iterate until all personas score 7+, with an average of 8+ across the panel

Recommended Expert 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, and high-traffic landing pages
• Recommended for email sequences, sales pages, and ad copy
• Optional for blog posts, social content, and internal docs
• Skip for quick updates, minor edits, and low-stakes content

---

Quick-Pass Editing Checks

Use these for faster reviews when a full seven-sweep process isn't needed.

Word-Level Checks

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 Checks

• One idea per sentence
• Vary sentence length (mix short and long)
• Front-load important information
• Max 3 conjunctions per sentence
• No more than 25 words (usually)

Paragraph-Level Checks

• 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

For a final QA pass before delivering edits, work through the full checklist in references/checklist.md — covering all seven sweeps plus pre-start and final-check items.

---

Common Copy 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: Starting with 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: Listing every capability, overwhelming the reader Fix: Focus on 3-5 key benefits that matter most to the audience

---

Working with Copy Sweeps

When editing collaboratively:

1. Run a sweep and present findings - Show what you found, why it's an issue
2. Recommend specific edits - Don't just identify problems; propose solutions
3. Request the updated copy - Let the author make final decisions
4. Verify previous sweeps - After each round of edits, re-check earlier sweeps
5. Repeat until clean - Continue until a full sweep finds no new issues

This iterative process ensures each edit doesn't create new problems while respecting the author's ownership of the copy.

---

References

• Plain English Alternatives: Replace complex words with simpler alternatives
• Content Refresh: Full checklist, refresh vs. rewrite matrix, and cadence guide
• Copy Editing Checklist: Full QA checklist across all seven sweeps

---

Content Refresh Editing

Copy editing isn't just for new content. Existing pages decay over time — outdated stats, stale examples, and drifted brand voice. Use the content refresh framework when traffic is declining, data is stale, or the product has changed.

For the full refresh checklist, refresh vs. rewrite decision matrix, and cadence guide: See references/content-refresh.md

---

Task-Specific Questions

1. What's the goal of this copy? (Awareness, conversion, retention)
2. What action should readers take?
3. Are there specific concerns or known issues?
4. What proof/evidence do you have available?
5. Is this new copy or a refresh of existing content?

---

Related Skills

• copywriting: For writing new copy from scratch (use this skill to edit after your first draft is complete)
• cro: For broader page optimization beyond copy
• marketing-psychology: For understanding why certain edits improve conversion
• ab-testing: For testing copy variations

---

When to Use Each Skill

Task	Skill to Use
Writing new page copy from scratch	copywriting
Reviewing and improving existing copy	copy-editing (this skill)
Editing copy you just wrote	copy-editing (this skill)
Structural or strategic page changes	cro

Other files in this skill

• evals/evals.json
• references/checklist.md
• references/content-refresh.md
• references/plain-english-alternatives.md

references/checklist.md (verbatim)

Copy Editing Checklist

Use this checklist alongside the Seven Sweeps Framework (see SKILL.md) as a final QA pass before delivering edited copy.

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 shifts in mood
• 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

references/content-refresh.md (verbatim)

Content Refresh Editing

Copy editing isn't just for new content. Existing pages and posts decay over time — outdated stats, stale examples, drifted brand voice, and missed SEO opportunities. A content refresh applies the same editing rigor to content that's already published.

When to Refresh

• Traffic declining on a page that used to perform well
• Stats or data are more than 12 months old
• Product has changed — features, pricing, or positioning no longer match
• Competitors updated their version of the same content
• AI search visibility matters — outdated content gets cited less (see ai-seo skill)

Content Refresh Checklist

1. Freshness pass — Update all dates, stats, and examples. Replace "in 2024" with current data. Remove references to deprecated features or tools.
2. Accuracy pass — Verify all claims are still true. Check that linked resources still exist. Confirm pricing and feature descriptions match current state.
3. Voice pass — Does the tone match your current brand voice? Older content often reflects an earlier stage of the company.
4. SEO pass — Has search intent shifted for this topic? Are there new keywords or questions to address? Add "Last updated: [date]" prominently.
5. Proof pass — Can you add newer testimonials, case studies, or data points that didn't exist when this was first published?
6. Structure pass — Add comparison tables, FAQ sections, or other scannable formats that make the content easier to consume.

Refresh vs. Rewrite

Signal	Action
Core message still valid, details outdated	Refresh (update facts, stats, examples)
Brand voice has evolved significantly	Refresh + voice rewrite
Topic angle or audience has shifted	Full rewrite
Page structure doesn't match current search intent	Full rewrite
Just needs updated stats and links	Light refresh

Refresh Cadence

• Pricing and product pages: Every quarter, or when pricing/features change
• High-traffic blog posts: Every 6 months
• Comparison and alternatives pages: Every 3-6 months (competitors change fast)
• Evergreen guides: Annually, unless traffic drops sooner
• Low-traffic pages: Only when traffic data suggests an opportunity

references/plain-english-alternatives.md (verbatim)

Plain English Alternatives

Replace complex or pompous words with plain English alternatives.

Source: Plain English Campaign A-Z of Alternative Words (2001), Australian Government Style Manual (2024), plainlanguage.gov

---

Contents

• A
• B
• C
• D
• E
• F
• G-H
• I
• L-M
• N-O
• P
• R
• S
• T-U
• V-Z
• Phrases to Remove Entirely

A

Complex	Plain Alternative
(an) absence of	no, none
abundance	enough, plenty, many
accede to	allow, agree to
accelerate	speed up
accommodate	meet, hold, house
accomplish	do, finish, complete
accordingly	so, therefore
acknowledge	thank you for, confirm
acquire	get, buy, obtain
additional	extra, more
adjacent	next to
advantageous	useful, helpful
advise	tell, say, inform
aforesaid	this, earlier
aggregate	total
alleviate	ease, reduce
allocate	give, share, assign
alternative	other, choice
ameliorate	improve
anticipate	expect
apparent	clear, obvious
appreciable	large, noticeable
appropriate	proper, right, suitable
approximately	about, roughly
ascertain	find out
assistance	help
at the present time	now
attempt	try
authorise	allow, let

---

B

Complex	Plain Alternative
belated	late
beneficial	helpful, useful
bestow	give
by means of	by

---

C

Complex	Plain Alternative
calculate	work out
cease	stop, end
circumvent	avoid, get around
clarification	explanation
commence	start, begin
communicate	tell, talk, write
competent	able
compile	collect, make
complete	fill in, finish
component	part
comprise	include, make up
(it is) compulsory	(you) must
conceal	hide
concerning	about
consequently	so
considerable	large, great, much
constitute	make up, form
consult	ask, talk to
consumption	use
currently	now

---

D

Complex	Plain Alternative
deduct	take off
deem	treat as, consider
defer	delay, put off
deficiency	lack
delete	remove, cross out
demonstrate	show, prove
denote	show, mean
designate	name, appoint
despatch/dispatch	send
determine	decide, find out
detrimental	harmful
diminish	reduce, lessen
discontinue	stop
disseminate	spread, distribute
documentation	papers, documents
due to the fact that	because
duration	time, length
dwelling	home

---

E

Complex	Plain Alternative
economical	cheap, good value
eligible	allowed, qualified
elucidate	explain
enable	allow
encounter	meet
endeavour	try
enquire	ask
ensure	make sure
entitlement	right
envisage	expect
equivalent	equal, the same
erroneous	wrong
establish	set up, show
evaluate	assess, test
excessive	too much
exclusively	only
exempt	free from
expedite	speed up
expenditure	spending
expire	run out

---

F

Complex	Plain Alternative
fabricate	make
facilitate	help, make possible
finalise	finish, complete
following	after
for the purpose of	to, for
for the reason that	because
forthwith	now, at once
forward	send
frequently	often
furnish	give, provide
furthermore	also, and

---

G-H

Complex	Plain Alternative
generate	produce, create
henceforth	from now on
hitherto	until now

---

I

Complex	Plain Alternative
if and when	if, when
illustrate	show
immediately	at once, now
implement	carry out, do
imply	suggest
in accordance with	under, following
in addition to	and, also
in conjunction with	with
in excess of	more than
in lieu of	instead of
in order to	to
in receipt of	receive
in relation to	about
in respect of	about, for
in the event of	if
in the majority of instances	most, usually
in the near future	soon
in view of the fact that	because
inception	start
indicate	show, suggest
inform	tell
initiate	start, begin
insert	put in
instances	cases
irrespective of	despite
issue	give, send

---

L-M

Complex	Plain Alternative
(a) large number of	many
liaise with	work with, talk to
locality	place, area
locate	find
magnitude	size
(it is) mandatory	(you) must
manner	way
modification	change
moreover	also, and

---

N-O

Complex	Plain Alternative
negligible	small
nevertheless	but, however
notify	tell
notwithstanding	despite, even if
numerous	many
objective	aim, goal
(it is) obligatory	(you) must
obtain	get
occasioned by	caused by
on behalf of	for
on numerous occasions	often
on receipt of	when you get
on the grounds that	because
operate	work, run
optimum	best
option	choice
otherwise	or
outstanding	unpaid
owing to	because

---

P

Complex	Plain Alternative
partially	partly
participate	take part
particulars	details
per annum	a year
perform	do
permit	let, allow
personnel	staff, people
peruse	read
possess	have, own
practically	almost
predominant	main
prescribe	set
preserve	keep
previous	earlier, before
principal	main
prior to	before
proceed	go ahead
procure	get
prohibit	ban, stop
promptly	quickly
provide	give
provided that	if
provisions	rules, terms
proximity	nearness
purchase	buy
pursuant to	under

---

R

Complex	Plain Alternative
reconsider	think again
reduction	cut
referred to as	called
regarding	about
reimburse	repay
reiterate	repeat
relating to	about
remain	stay
remainder	rest
remuneration	pay
render	make, give
represent	stand for
request	ask
require	need
residence	home
retain	keep
revised	changed, new

---

S

Complex	Plain Alternative
scrutinise	examine, check
select	choose
solely	only
specified	given, stated
state	say
statutory	legal, by law
subject to	depending on
submit	send, give
subsequent to	after
subsequently	later
substantial	large, much
sufficient	enough
supplement	add to
supplementary	extra

---

T-U

Complex	Plain Alternative
terminate	end, stop
thereafter	then
thereby	by this
thus	so
to date	so far
transfer	move
transmit	send
ultimately	in the end
undertake	agree, do
uniform	same
utilise	use

---

V-Z

Complex	Plain Alternative
variation	change
virtually	almost
visualise	imagine, see
ways and means	ways
whatsoever	any
with a view to	to
with effect from	from
with reference to	about
with regard to	about
with respect to	about
zone	area

---

Phrases to Remove Entirely

These phrases often add nothing. Delete them:

• a total of
• absolutely
• actually
• all things being equal
• as a matter of fact
• at the end of the day
• at this moment in time
• basically
• currently (when "now" or nothing works)
• I am of the opinion that (use: I think)
• in due course (use: soon, or say when)
• in the final analysis
• it should be understood
• last but not least
• obviously
• of course
• quite
• really
• the fact of the matter is
• to all intents and purposes
• very

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