I was asked a great question last week:
How do I edit/rewrite a client’s social post, newsletter or marketing content to improve it?
The first thing I do is ask myself what the value of the post is and how it will be helpful/useful to the intended audience.
If the core idea being presented isn’t helpful and aligned with the target audience, then nothing else about the writing matters.
If the core value is there, then I consider if it’s being presented in the most effective way and pay particular attention to the opening line or two.
If you can’t grab someone’s attention – usually by making them curious to read more – then the rest of the post doesn’t matter because no one will ever get to it.
Then I look to see if there’s anything in the writing that isn’t necessary and remove/condense as much as possible.
Most things are overwritten.
I’ll also simplify the language if necessary, shorten the sentences, and (usually) break up paragraphs to create more white space and make it an easier read.
In some cases, I’ll rearrange the order of the various sections – people have a tendency to bury the good stuff at the bottom.
I usually move it more toward the top of the piece.
Overall, I look to make the writing as clear, simple, concise, and useful as possible.