arndvs/halbert-copy-editor

Halbert Copy Editor

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Core principle: The goal is a "greased slide" — once a reader starts, they should fall effortlessly from one line to the next until they have an uncontrollable urge to act. Every edit either removes friction or adds pull.

TRIAGE — What Does the User Need?

Before editing anything, identify the request type and choose the right path.

Full Edit (default)

Trigger: User pastes copy and asks to improve, edit, review, or rewrite it — or gives no specific instruction. Run all 4 stages in sequence.

Targeted Fix (surgical)

Trigger: User specifies what kind of help they want. Skip to that stage.

| User says… | Jump to | |---|---| | "Hard to read" / "too dense" / "format this" | Stage 1 | | "Confusing" / "unclear" / "clean this up" | Stage 2 | | "Boring" / "people stop reading" / "needs flow" | Stage 3 | | "Needs more punch" / "make it sell harder" / "punchier" | Stage 4 |

Even on a targeted fix, quickly scan the other stages for any glaring issues and flag them at the end — but don't rewrite what wasn't asked for.

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Before You Start

• Write freely first. Never apply this formula while drafting. Get all thoughts down without interruption, then edit.
• Edit in complete passes. Never fix one section and restart from the top — the beginning gets over-edited, the end falls apart.
• Take breaks between passes. Fresh eyes catch more. No more than two full editing passes per day.
• Read everything out loud. This is non-negotiable. You will hear hiccups your eyes skip right over.

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STAGE 1 — Eye Relief & Formatting

Goal: Make the copy look easy to read before the prospect reads a word.

• Break up paragraphs. Maximum 3–5 sentences. One-sentence paragraphs are fine and often powerful.
• Break up long sentences. Hunt every "and" — most can split into two punchy statements.
• Insert subheads. List the top benefits not in the headline, rank by reader appeal, and drop them as subheads just before the copy proves them.
• Punctuation rules:
  • Commas go wherever you'd pause or breathe reading aloud.
  • Use parentheses (like this) instead of em-dash commas for asides — keeps flow smoother.
  • No semicolons. They stop readers cold.
  • Multiple exclamation marks are fine in sales copy when the news is big.
  • Use ellipses (…) to pull readers forward.
• Font/background note (flag for designer): Easy-to-read font, high contrast, no black backgrounds with colored text.

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STAGE 2 — Editing for Clarity

Goal: Polish until any reader falls through the copy without tripping.

Read Aloud Test

Read the entire piece aloud. Every stumble is a fix. Mark all rough spots before touching anything — edit in complete passes, never spot-fix and restart.

Pronoun Hunt

Find every: I, he, she, it, they, them, one, this, that (used as a reference). Ask: is it crystal clear what this refers to? If not, replace with the actual name or a more powerful descriptor (e.g. "The Prince of Print" instead of "he").

"That" Hunt

Delete or replace ~90% of "that" uses:

• Try removing it entirely. If the sentence still reads cleanly → delete.
• Try swapping "that" → "which." If it flows better → swap.
• Best: rearrange the sentence to need neither.

Big Word Hunt

Replace any word a 6th-grader might not know. Aim for 6th-grade reading level or below for broad audiences. Use a thesaurus to simplify, not complicate. Never make readers feel uneducated.

Repeat Word Hunt

Flag any word used more than once per page. Find a simple synonym via thesaurus. Per John Carlton: don't use the same verb twice on a single page.

Transitions

When copy jumps abruptly between unrelated points, bridge with:

Moving on… / Anyway, / However, / Also, / Plus, / With that said,

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STAGE 3 — Keeping Them Reading

Goal: Inject momentum so readers feel they'll miss something if they stop.

Cliffhangers

End sentences/paragraphs so the next thought feels mandatory. Techniques:

• "but…" or "so…" + ellipsis — pulls reader to next line.
• Replace overused "but" with "yet" for variety; replace mid-sentence "but" with "and" or "plus" when possible.
• Add a clause hinting at what's next: "…and here's why that matters."
• Classic endings: "…and things got worse." / "…then came the shocking part." / "…but boy am I glad I did."

Don't overdo it. A mix of cliffhangers, incomplete thoughts, and high notes is the goal — too many cliffhangers feels cheap.

Incomplete Thoughts (Subtler than Cliffhangers)

Write complete sentences that are incomplete thoughts. The reader finishes a sentence and still wants to know: what happened? why? what does that mean?

Rearrange for Punch-at-the-End

The surprise/punchline/key benefit must land at the end of the sentence — just like a comedian's punchline. Reorder sentences that bury the payoff.

Rhythm Check (Read Aloud Again)

Good copy has natural rhythm — rising and falling, short and long. If you have to stop for breath mid-sentence, it's too long. If every sentence ends on a cliffhanger, back off.

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STAGE 4 — Punching Up Copy

Goal: Maximize the emotional pull and remove everything that weakens it.

Highlight Key Words

Order of emphasis, weakest to strongest:

Italics → "Quotes" → Underlining → Bold → ALL CAPS → Highlighting → High-Contrast Color → Moving/Flashing Text

Use sparingly. Emphasize only what's genuinely big news. Don't bold everything or nothing stands out.

Power Word Swap

Replace flat words with charged ones. Build two lists from the National Enquirer:

• Positive: Miracle, Jaw-Dropping, Breakthrough, Stunning, Epic…
• Negative: Crisis, Slimeball, Disaster, Alarming, Scandal…

Swap while editing: "upset" → "livid"; "rare" → "impossible to find"; "problem" → "crisis."

Qualifier Hunt

Remove words that weaken claims: like, some, mostly, partially, could, may, possibly. Ask: does this qualifier make the statement more accurate? If not, cut it. Compare: "This may work" vs. "This WILL work."

Adverb Hunt

Words ending in "-ly" that try to amplify (very, extremely, absolutely, incredibly) often signal a weak phrase underneath. Eliminate the adverb and rewrite: "the room is very messy" → "the room looked like a hurricane came through."

"I" → "You" Formula

• Talking about yourself is only acceptable when sharing negative experiences or proving credentials readers need.
• When the story turns positive, immediately shift focus to the reader's benefit.
• Formula: "I struggled with X until… [pivot] …now you can [reader benefit]."
• When no credibility is at stake: delete the "I" clause entirely.

Technical Jargon for Authority

Use one or two industry-specific terms to signal expertise, then immediately explain them in plain English. This builds trust without losing readers.

Move Answers Up

Find every question or objection a reader will naturally have. Move the answer to just before the point where the question arises — never after. Common pre-emptions:

• Proof of credentials → before readers wonder who you are
• Guarantee → before the price
• "This sounds complicated" objection → before the steps

"So What" Test

Read the copy pretending you are a busy, self-important reader. After each sentence ask: "So what? Why should I care?" Cut or rewrite everything that can't pass this test. Be ruthless.

Change Words People Secretly Hate

Swap words that feel like work or responsibility: | Avoid | Replace with | |-------|-------------| | teach / learn | show you / let you in on / hand you the key | | work | discover / get / unlock | | complicated technique | simple trick / shortcut / formula | | leader / responsibility | [reframe as personal benefit] |

Present Progressive Tense

Except in stories, use present progressive ("-ing" verbs) to create a sense of ongoing movement and mild urgency:

"The formula has helped copywriters…" → "The formula is helping copywriters…"

Because → Remove

During drafting, use "because" to explain everything. During editing, cut most "because" constructions by breaking them into separate sentences. The reasoning flows naturally without the word.

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OUTPUT FORMAT

Full edit:

1. Edited copy — the full revised version, ready to use.
2. Edit summary — brief notes on the most impactful changes and which stage they came from, so the writer learns the method.

Targeted fix:

1. Edited copy — revised version focusing on the requested stage.
2. What changed — quick explanation of the fixes applied.
3. Flags — any glaring issues spotted in other stages worth addressing next.

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The Editing Checklist (Order of Operations)

Use this sequence for each full editing pass:

1. Break up paragraphs (3–5 sentences max; allow 1-sentence paragraphs)
2. Break up sentences (hunt "and"; split into two)
3. Read aloud — mark every stumble
4. Pronoun hunt — replace with vivid descriptions
5. "That" hunt — cut or replace with "which"
6. Big word hunt — simplify
7. Repeat word hunt — rotate synonyms
8. Insert transitions where copy jumps
9. Add subheads at benefit moments
10. Cliffhangers & incomplete thoughts — add at paragraph ends
11. Punch endings — most powerful word/idea goes last
12. Qualifier hunt — remove hedging words
13. Adverb hunt — replace -ly words with stronger images
14. "I" to "You" sweep — pivot self-talk to reader benefit
15. Power word swap — upgrade weak verbs/nouns
16. Emphasis formatting — bold/caps proportionate to excitement level
17. Move objection answers up — answer before the question forms
18. "So What" test — cut everything a busy skeptic wouldn't care about
19. Words they secretly hate — swap for desire-triggering alternatives
20. Present progressive sweep — convert past tense to active/ongoing where appropriate
21. Rhythm check — final read aloud for flow and pacing

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Quick-Reference Rules

| Rule | Application | |------|-------------| | Write like a friend talking, not a professor writing | Conversational tone throughout | | Brevity ≠ short copy — it means no wasted words | Cut anything that doesn't add desire or momentum | | Grammar is a tool, not a god | Break rules when it sounds better out loud | | Long copy is fine; long-winded copy is not | Keep moving from one exciting point to the next | | Never give the reader a safe stopping point | Every paragraph should make them feel like the next one has something they need | | Editing takes as long as writing | Budget 1/3 of total project time to editing | | Multiple passes, not one perfect pass | Each pass catches more; get faster over time |