Editing Tactics

Can Bad Grammar and Spelling Destroy Your Marketing Efforts? February 5, 2021 by Duncan Croker I explain how peer-reviewed studies support the notion that bad grammar actually has a real-world impact.
How to Copy Edit October 16, 2020 by Duncan Croker I explain how to copy edit business documents in eight easy steps.
8 Best Proofreading Tips for Error-Free Writing August 29, 2020 by Duncan Croker I walk you through 8 easy tips to help improve your proofreading skills.

Quick Lessons

Don’t trust Grammarly.

It’s like driver-assist for editors – great for small errors, but you still need to keep your hands on the wheel.

Sometimes, Grammarly’s style guide will differ from yours.

Sometimes, suggestions don’t make sense in context.

And, sometimes, it’s just wrong.

Grammarly is a tool.

It’s not a replacement for editing skills (yet).

Use it accordingly.

When you edit someone else’s copy, justify your changes.

Here’s why:

Good copywriters make decisions mindfully.

Word choice, paragraph structure, white space – everything on the page has a purpose.

So don’t edit without explanation.

Tell the writer why something isn’t working, get them on board with your perspective, and work with them to develop a better version.

If they don’t understand why you’ve chosen to add/cut/change something, they’ll struggle to implement your edits AND they probably won’t improve in the future.

There’s another benefit too:

Justifying changes means you won’t fall into the trap of subjective edits.

That is: “I changed this because I didn’t like it.”

An editor’s job isn’t to impose their personal preferences on a text.

It’s to improve the text’s marketing efficacy as cost-effectively as possible.

Explaining why you’ve done something acts as a nice counter-balance to ego editing.