In this digital age, businesses of all kinds are vying for audience attention. Effective marketing copy is one way to connect with potential buyers, and editing this copy is an important skill for editors looking to expand their clientele. Here are some of the most important things to keep in mind when editing marketing copy.
Like any other type of editing, you want to become familiar with the jargon—in this case both marketing jargon and related industry jargon. If I edit marketing copy for medical software, for example, I want to be familiar with (or learn quickly) marketing and medical software terminology.
You should also become familiar with the desired writing style. Style can vary dramatically, depending on the product or service and the type of materials. Marketing copy for medical software will be more formal than, say, marketing copy for the latest iPhone. White papers and other subject-related publications also tend to be more formal. Flyers, emails, and blogs tend to be more casual and personal (but not always).
That said, marketing copy should pack a punch. Its message should be strong and clear. Copyedit particularly for:
- Unnecessary redundancy and wordiness. Cut away the deadwood for the strongest impact.
- Passive voice. Passive voice has its role in writing. But marketing copy’s strength often comes from its action. Use passive voice sparingly.
- Weak verbs. Like passive voice, weak, or static, verbs have their role to play. Use them sparingly.
Finally, get to know the company’s processes and policies. Are there things you can’t change, such as the capitalization on job titles? What are the branding guidelines you must follow? What things can you change? For example, it’s common practice to clean up direct quotes from the company’s employees or clients. The goal is to make them sound intelligent, and most times the speakers will get to review their edited comments before the piece is published.
Marketing copy comes in many different shapes and sizes, and for the aspiring freelance editor, adding it to your skillset opens you up to a world of potential new clients. And we can help! Check out Right Touch Editing’s marketing editor resources page for helpful items including a glossary, reference list, and tips to improve your editing.
A version of this article originally published in the April–May 2016 issue of Copyediting newsletter.
