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How do you make sure your copy is A-Okay before you send it to the client?

One habit I've developed once I've finished writing copy is to set it aside overnight, to let it percolate, to let it rest. When I get back to it the following day I will reread it to see how it looks in the cold light of day and once I've had a good night's sleep. There are a few things I need to go through as part of the editing process before I send it to the client. There are a series of tests and checks to carry out with conversion copy, but in the main, these are the main points I go through before carrying those out, for both content and conversion copy.

Firstly, I check for clarity, have I been clear on the message, and is it clear to the audience? Secondly, how about the voice, is the voice and tone right? To check how your copy connects with the audience and shows the benefits of the product or service, carry out what Copyhackers refers to as the 'so what test', if your benefits aren't clear are your customers going to buy? I mean so what if it's shiny and pretty and has lots of coloured knobs, what benefit does it have? Also, check your specifics, and the emotions of your copy, you've given them the information and now you'll have changed to a specific emotion. You'll take the rider on a journey and make them want to buy what you're selling, and then taken them to a place where they can imagine what it would be like if they subscribed/bought your product/paid for your service - have you done that effectively?

Going through the copy with a fine toothcomb once it's wired up is a great way to make sure it reads well before you send it to the client. It'll give you peace of mind that you've done all you can to make sure it's perfect. Remember, there are other checks/tests you can use to make sure your copy is good to go, but these first ones are a great start to making sure your copy is perfect as it can be and meets the client's brief.


Book recommendations - as always my book recommendations aren't always about copywriting but I feel that in their own make help make a valid contribution to your reading.

Funnily enough, my first recommendation is in fact a copywriting book of sorts, it's Content Fortress by Martin Huntbach and Lindsay Cambridge, a great start to any copywriting career in either conversion copywriting, but mostly content marketing.

Second is the mighty Other Minds, the octopus, and the evolution of intelligent life from Peter Godfrey-Smith. No, they're not just big jelly-like things with googly eyes and long tentacles. They are sooo much more than that and their history and aquatic life is described beautifully here by Godfrey-Smith.

If finally, if you think you'd like to work with me, I have a couple of slots free for shorter jobs, about pages, media bios, landing pages, emails, or one-off web pages e.g. home page. Get in touch at

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