Why a white paper could be your best sales tool
January 13, 2026
Editing isn’t just about fixing typos or polishing punctuation; it’s about transforming good writing into great writing. Whether you’re crafting web copy, a blog, or a campaign headline, a thoughtful edit can make all the difference between being skimmed and being skipped. At Wordsmiths, we spend as much time refining words as we do writing them. Here are some of our favourite tips from our team to help you sharpen your own copy.
- Understand your tone of voice
Your tone of voice is your brand’s personality on the page; it shapes how your audience feels when they read your words. When editing, ask yourself: Does this sound like us? Small word swaps can make a big difference. For instance, if you’re writing for a homely, approachable brand, you might choose home instead of house or unit. Consistency in tone builds trust and recognition.
- Print it off and use a pen
There’s something magical about seeing your words on paper. When you print your draft, you shift perspective; you spot repetition, awkward phrasing, and clunky sentences you might miss on screen. Grab a pen, read aloud, and scribble freely. Your eyes and ears will work together to catch what autocorrect never will. Remember to recycle after.
- Hunt for “that”
“That” often sneaks into sentences where it’s not needed. Try this: read the sentence without it; if the meaning stays clear, cut it. For example, “She knew that the campaign would succeed” reads just as well without it. Small trims like this keep your writing lean and confident.
- Check for pleonasms
Pleonasms are those sneaky phrases where two words say the same thing, like past history or end result. These add clutter and dilute your message. Precision makes your writing more powerful, so look closely for places where one word can do the work of two.
- Trim 10%
Once your piece feels “done,” challenge yourself to cut 10%. It’s a ruthless but rewarding exercise that sharpens clarity and rhythm. Removing filler words and redundant phrases often reveals stronger, more persuasive copy. Some of our writers like to say, “pay yourself back”. See how many pounds you can pay yourself back if every word were worth £1.
- Don’t edit the same day
After writing, your brain is too close to the work. Step away. Come back the next day with fresh eyes. You’ll likely see inconsistencies, errors, and opportunities for improvement you missed before. Editing with distance helps you read like your audience, not your author self.
- Change your margins
Changing your margins can fool your brain into thinking it’s seeing something for the first time. This simple trick can be an easy way to review your work with an almost fresh pair of eyes.
And if all else fails, Hemmingway was known to have a tipple or two before writing. We aren’t guaranteeing it works, but you never know!.
Why a copywriting service can help
Even with these tips, editing your own writing can be tricky. It’s hard to be objective when you’re close to the work. That’s where a professional copywriting team like Wordsmiths comes in. We refine your messaging to ensure it’s clear, compelling, and completely on-brand. Whether you need a full rewrite or just a second pair of expert eyes, we’ll help your words work harder for your marketing strategy.
Check out our website and explore our copywriting and editing services, because your words deserve to make the right impression.
