Great content isn’t written—it’s rewritten.
Rewriting is at the heart of editing: the process of refining ideas into compelling stories. But sometimes, this process can feel like a battle between protecting what you’ve written and serving your story.
To craft content that resonates, you need to edit ruthlessly.
Detachment is key.
Editing as a Puzzle
Editing is like solving a puzzle—but the puzzle has extra pieces.
Each word, sentence, and idea is a piece. But they can’t all fit.
Detachment allows you to step back to see the bigger picture—so you can identify which pieces belong, and ruthlessly cut those that don’t.
Become a Ruthless Editor
Ruthless editors aren’t careless; they’re deliberate and precise.
To become one, consider this approach:
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Cut Mercilessly
Brevity is clarity. Ask yourself:
- Does this sentence move the story forward?
- Does it even make sense?
If the answer isn’t yes, cut it.
If an idea has potential but isn’t quite right, move it to the bottom of your document for later.
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Rearrange Freely
Move things around.
Rearranging pieces helps you uncover the most compelling narrative.
Keep going until the story feels natural and engaging.
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Refine for Impact
Once the structure is solid, focus on the details.
- Replace placeholders with specifics.
- Polish the tone to match your audience.
- Ensure the story is clear and compelling.
Actionable Advice for Marketers
Use AI Tools
Drop your content into ChatGPT and prompt it to revise for clarity, flow, and impact. You’ll be amazed at how it sharpens your draft.
Revise Your Revisions
Less is more. Be ruthless.
- Is this piece really necessary?
- Is it really making the story stronger?
Adopt the Reader’s Perspective
Read your draft as if it’s your first time seeing it.
- Is this story crystal clear?
Sit on It
Step away from your draft.
Revisit it with fresh eyes. You’ll read it much differently.
Get Feedback
You have blind spots.
Ask others for their perspective, but stay focused on your core message.
Detach From Your Writing
The biggest barrier to great editing is attachment.
Detach, and be ruthless. Every adjustment brings you closer to your true message.
Your audience—and your content—will thank you.