In an effort to grow my copywriting skills, I took Ian Lurie’s LinkedIn Learning course “Learning to Write Marketing Copy.” He broke copywriting down into four easy steps: create a plan, free write, write your first draft, and polish your writing. While the course focused specifically on writing marketing copy, I’ve been able to apply his method to fiction writing, blog writing, and even journalism.
For the final blog in this series, I’d like to focus on Lurie’s fourth and final step: polish your writing.
Polish Your Writing
When I first started my job as a promotional writer with Liberty University Marketing, I noticed something almost immediately. Writing only takes up a small amount of my workday. The bulk of my time is spent editing and proofreading my work (and other writers’ documents).
Our editorial process has several levels it must pass through to meet the university’s quality control standards. Because everything that comes from the marketing department must be properly branded, there are very specific guidelines we must follow when creating an email, letter, or advertisement.
Our editorial team, called quality control, checks for grammar, spelling, clarity, and, of course, our brand. They ask questions like Does this piece sound like it was written by the president of the university? Is this email consistent in tone with our other pieces?
However, before they ever lay eyes on my projects, I need to polish my text to be the best it can be. Lurie suggests taking three steps when polishing your work: get help, edit, and proofread.
No matter what kind of writing you do, it’s always good to have another pair of eyes on your work. If you’re writing a company newsletter, have a fellow employee read over it for you and offer suggestions for improvement. If you’re working on a fictional piece, reach out to a friend who enjoys reading fiction.
As one of eight promotional writers for my department, I have seven other writers who review my work for me before it goes to our quality control team for proofing. Generally, we try to have two “reads” on our work before we hand it over to quality control.
This is helpful, especially when I’m writing something similar to what I’ve written before. Every month, I write monthly offer emails. These emails generally advertise similar offers, but I often leave information out because my brain writes on auto-pilot. Having coworkers who are unfamiliar with the material lets me know where I need to improve. They ask questions as both a reader and a writer, offering insight and sparking conversation.
If you cannot find someone to review your work for you, take some time away from the piece. Anywhere from an hour to a few days will give you “fresh eyes” when reading the document, and you’ll find mistakes you didn’t catch while writing. Reading your writing aloud is also a great way to spot errors.
Lurie describes editing as “reorganizing and modifying copy.” Basically, this means you should make large structural changes before worrying about the details of a piece.
When editing, you’re looking for readability and flow. You want your piece to make sense to the reader without them having to work too hard to understand what you’re trying to say. (Many readers will stop reading if the writing is difficult to decipher.) Editing can be as simple as rearranging a few paragraphs to totally reworking sentences.
At the end of the editorial process, your piece should have a logical flow that gently guides the reader from sentence to sentence.
Proofreading is a little different than editing, though the two often get lumped together. Lurie says proofreading is “correcting spelling and grammar.” Spelling and grammar are difficult for many people. Understandably so.
My suggestion for proofreading is to make it easy for yourself. Always write with spellcheck turned on. Download Grammarly for free to have your work automatically proofread as you go.
Tools are great for proofreading, but they will fail from time to time. That’s why it is so important for you to have a basic understanding of English grammar. I keep a couple of books on my desk at work to help me with proofreading. You don’t have to know everything about English grammar, but using these resources will help you grow more comfortable with it:
- Merriam-Webster Dictionary — Because spellcheck doesn’t always work the way you need it to
- The Elements of Style by Strunk and White — Great basic overview of English grammar
- The Copyeditors Handbook by Amy Einsohn — Excellent resource for mastering copyediting
Never rely solely on built-in tools to proofread your work for you. Always proofread your work all the way through before submitting it to your editor, posting to your blog, or sharing online.
At the end of the day, writing is a skill that you develop. You may be a passionate young writer with many exciting stories to tell, or you may be a seasoned professional struggling against the daily grind. No matter where you are in your writing journey, know that there is always room for improvement. Just remember Lurie’s four steps: plan, pre-write, write, and review.
Follow these four steps, and you’ll see improvements in your writing in no time.
Emily Babbitt is a promotional writer for Liberty University Marketing. She lives in Central Virginia with her husband. Learn more about Emily here.