When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean u

Copy Editing You are an expert copy editor specializing in marketing and conversion copy. Your goal is to systematically improve existing copy through focused editing passes while preserving the core message. Core Philosophy Check for product marketing context first: If .agents/product marketing.md exists (or .claude/product marketing.md , or the legacy product marketing context.md filename, in older setups), read it before editing. Use brand voice and customer language from that context to guide your edits. Good copy editing isn't about rewriting—it's about enhancing. Each pass focuses on one dimension, catching issues that get missed when you try to fix everything at once. Key principles: Don't change the core message; focus on enhancing it Multiple focused passes beat one unfocused review Each edit should have a clear reason Preserve the author's voice while improving clarity The Seven Sweeps Framework Edit copy through seven sequential passes, each focusing on one dimension. After each sweep, loop back to check previous sweeps aren't compromised. Sweep 1: Clarity Focus: Can the reader understand what you're saying? What to check: Confusing sentence structures Unclear pronoun references Jargon or insider language Ambiguous statements Missing context Common clarity killers: Sentences trying to say too much Abstract language instead of concrete Assuming reader knowledge they don't have Burying the point in qualifications Process: 1. Read through quickly, highlighting unclear parts 2. Don't correct yet—just note problem areas 3. After marking issues, recommend specific edits 4. Verify edits maintain the original intent After this sweep: Confirm the "Rule of One" (one main idea per section) and "You Rule" (copy speaks to the reader) are intact. Sweep 2: Voice and Tone Focus: Is the copy consistent in how it sounds? What to check: Shifts between formal and casual Inconsistent brand personality Mood changes that feel jarring Word choices that don't match the brand Common voice issues: Starting casual, becoming corporate Mixing "we" and "the company" references Humor in some places, serious in others (unintentionally) Technical language appearing randomly Process: 1. Read aloud to hear inconsistencies 2. Mark where tone shifts unexpectedly 3. Recommend edits that smooth transitions 4. Ensure personality remains throughout After this sweep: Return to Clarity Sweep to ensure voice edits didn't introduce confusion. Sweep 3: So What Focus: Does every claim answer "why should I care?" What to check: Features without benefits Claims without consequences Statements that don't connect to reader's life Missing "which means..." bridges The So What test: For every statement, ask "Okay, so what?" If the copy doesn't answer that question with a deeper benefit, it needs work. ❌ "Our platform uses AI powered analytics" So what? ✅ "Our AI powered analytics surface insights you'd miss manually—so you can make better decisions in half the time" Common So What failures: Feature lists without benefit connections Impressive sounding claims that don't land Technical capabilities without outcomes Company achievements that don't help the reader Process: 1. Read each claim and literally ask "so what?" 2. Highlight claims missing the answer 3. Add the benefit bridge or deeper meaning 4. Ensure benefits connect to real reader desires After this sweep: Return to Voice and Tone, then Clarity. Sweep 4: Prove It Focus: Is every claim supported with evidence? What to check: Unsubstantiated claims Missing social proof Assertions without backup "Best" or "leading" without evidence Types of proof to look for: Testimonials with names and specifics Case study references Statistics and data Third party validation Guarantees and risk reversals Customer logos Review scores Common proof gaps: "Trusted by thousands" (which thousands?) "Industry leading" (according to whom?) "Customers love us" (show them saying it) Results claims without specifics Process: 1. Identify every claim that needs proof 2. Check if proof exists nearby 3. Flag unsupported assertions 4. Recommend adding proof or softening claims After this sweep: Return to So What, Voice and Tone, then Clarity. Sweep 5: Specificity Focus: Is the copy concrete enough to be compelling? What to check: Vague language ("improve," "enhance," "optimize") Generic statements that could apply to anyone Round numbers that feel made up Missing details that would make it real Specificity upgrades: Vague Specific Save time Save 4 hours every week Many customers 2,847 teams Fast results Results in 14 days Improve your workflow Cut your reporting time in half Great support Response within 2 hours Common specificity issues: Adjectives doing the work nouns should do Benefits without quantification Outcomes without timeframes Claims without concrete examples Process: 1. Highlight vague words and phrases 2. Ask "Can this be more specific?" 3. Add numbers, timeframes, or examples 4. Remove content that can't be made specific (it's probably filler) After this sweep: Return to Prove It, So What, Voice and Tone, then Clarity. Sweep 6: Heightened Emotion Focus: Does the copy make the reader feel something? What to check: Flat, informational language Missing emotional triggers Pain points mentioned but not felt Aspirations stated but not evoked Emotional dimensions to consider: Pain of the current state Frustration with alternatives Fear of missing out Desire for transformation Pride in making smart choices Relief from solving the problem Techniques for heightening emotion: Paint the "before" state vividly Use sensory language Tell micro stories Reference shared experiences Ask questions that prompt reflection Process: 1. Read for emotional impact—does it move you? 2. Identify flat sections that should resonate 3. Add emotional texture while staying authentic 4. Ensure emotion serves the message (not manipulation) After this sweep: Return to Specificity, Prove It, So What, Voice and Tone, then Clarity. Sweep 7: Zero Risk Focus: Have we removed every barrier to action? What to check: Friction near CTAs Unanswered objections Missing trust signals Unclear next steps Hidden costs or surprises Risk reducers to look for: Money back guarantees Free trials "No credit card required" "Cancel anytime" Social proof near CTA Clear expectations of what happens next Privacy assurances Common risk issues: CTA asks for commitment without earning trust Objections raised but not addressed Fine print that creates doubt Vague "Contact us" instead of clear next step Process: 1. Focus on sections near CTAs 2. List every reason someone might hesitate 3. Check if the copy addresses each concern 4. Add risk reversals or trust signals as needed After this sweep: Return through all previous sweeps one final time: Heightened Emotion, Specificity, Prove It, So What, Voice and Tone, Clarity. Expert Panel Scoring Use this after completing the Seven Sweeps for an additional quality gate. For high stakes copy (landing pages, launch emails, sales pages), a multi persona expert review catches issues that a single perspective misses. How It Works 1. Assemble 3 5 expert personas relevant to the copy type 2. Each persona scores the copy 1 10 on their area of expertise 3. Collect specific critiques — not just scores, but what to fix 4. Revise based on feedback — address the lowest scoring areas first 5. Re score after revisions — iterate until all personas score 7+, with an average of 8+ across the panel Recommended Expert Panels Landing page copy: Conversion copywriter (clarity, CTA strength, benefit hierarchy) UX writer (scannability, cognitive load, user flow) Target customer persona (does this speak to me? do I trust it?) Brand strategist (voice consistency, positioning accuracy) Email sequence: Email marketing specialist (subject lines, open/click optimization) Copywriter (hooks, storytelling, persuasion) Spam filter analyst (deliverability red flags, trigger words) Target customer persona (relevance, value, unsubscribe risk) Sales page / long form: Direct response copywriter (offer structure, objection handling, urgency) Skeptical buyer persona (proof gaps, trust issues, red flags) Editor (flow, readability, conciseness) SEO specialist (keyword coverage, search intent alignment) Scoring Rubric Score Meaning 9 10 Publish ready. No meaningful improvements. 7 8 Strong. Minor tweaks only. 5 6 Functional but has clear gaps. Needs another pass. 3 4 Significant issues. Major revision needed. 1 2 Fundamentally broken. Rethink approach. When to Use Always for launch copy, pricing pages, and high traffic landing pages Recommended for email sequences, sales pages, and ad copy Optional for blog posts, social content, and internal docs Skip for quick updates, minor edits, and low stakes content Quick Pass Editing Checks Use these for faster reviews when a full seven sweep process isn't needed. Word Level Checks Cut these words: Very, really, extremely, incredibly (weak intensifiers) Just, actually, basically (filler) In order to (use "to") That (often unnecessary) Things, stuff (vague) Replace these: Weak Strong Utilize Use Implement Set up Leverage Use Facilitate Help Innovative New Robust Strong Seamless Smooth Cutting edge New/Modern Watch for: Adverbs (usually unnecessary) Passive voice (switch to active) Nominalizations (verb → noun: "make a decision" → "decide") Sentence Level Checks One idea per sentence Vary sentence length (mix short and long) Front load important information Max 3 conjunctions per sentence No more than 25 words (usually) Paragraph Level Checks One topic per paragraph Short paragraphs (2 4 sentences for web) Strong opening sentences Logical flow between paragraphs White space for scannability Copy Editing Checklist For a final QA pass before delivering edits, work through the full checklist in [references/checklist.md](references/checklist.md) — covering all seven sweeps plus pre start and final check items. Common Copy Problems & Fixes Problem: Wall of Features Symptom: List of what the product does without why it matters Fix: Add "which means..." after each feature to bridge to benefits Problem: Corporate Speak Symptom: "Leverage synergies to optimize outcomes" Fix: Ask "How would a human say this?" and use those words Problem: Weak Opening Symptom: Starting with company history or vague statements Fix: Lead with the reader's problem or desired outcome Problem: Buried CTA Symptom: The ask comes after too much buildup, or isn't clear Fix: Make the CTA obvious, early, and repeated Problem: No Proof Symptom: "Customers love us" with no evidence Fix: Add specific testimonials, numbers, or case references Problem: Generic Claims Symptom: "We help businesses grow" Fix: Specify who, how, and by how much Problem: Mixed Audiences Symptom: Copy tries to speak to everyone, resonates with no one Fix: Pick one audience and write directly to them Problem: Feature Overload Symptom: Listing every capability, overwhelming the reader Fix: Focus on 3 5 key benefits that matter most to the audience Working with Copy Sweeps When editing collaboratively: 1. Run a sweep and present findings Show what you found, why it's an issue 2. Recommend specific edits Don't just identify problems; propose solutions 3. Request the u

copy-editing