The Code of Practice emphasises delivering “work of professional quality” and “maintaining high standards in all written output.”
Quality work requires a deliberate process of drafting, reviewing, and refining.
Copywriting Process
Writing and Editing
Practical approaches to drafting, self-editing, and polishing your work before delivery.
Key points
- Writing and editing are different mental processes
- First drafts are supposed to be rough
- Good editing is where average copy becomes great copy
- Fresh eyes catch what tired eyes miss
What the Code says
The drafting process
Different writers work differently, but some principles help:
Start with structure
Before writing prose, outline the structure. What are the main sections? What’s the logical flow? What’s the key message of each part? Use bullet points to sketch an outline.
Write the easy bits first
You don’t have to write in order. If the introduction is hard, start somewhere else. Momentum matters more than sequence. You can refine the ordering later.
Separate writing from editing
Don’t try to perfect each sentence as you write. Get ideas down first, refine later. Switching between creative and critical modes is inefficient.
Embrace rough drafts
First drafts are meant to be imperfect. Their job is to exist, not to be good. You can’t edit a blank page.
Lower the bar to start
If you’re stuck, give yourself permission to write badly. “This is just a rough draft” removes the pressure that causes writer’s block.
Self-editing fundamentals
Editing transforms rough drafts into polished copy:
Take a break first
Distance improves objectivity. If possible, leave at least a few hours (ideally overnight) between writing and editing.
Multiple passes
Don’t try to fix everything at once. Focus each pass on different things:
- Structure pass — Is the flow logical? Is anything missing or redundant?
- Clarity pass — Is every sentence clear? Could anything be misunderstood?
- Concision pass — Can anything be cut without losing meaning?
- Voice pass — Does it reflect the client’s brand voice?
- Polish pass — Word choice, rhythm, transitions
- Proofing pass — Spelling, grammar, punctuation, formatting
Read aloud
Your ear catches problems your eye misses. Awkward phrasing, rhythm issues, and overly long sentences become obvious when spoken.
Editing or proofreading?
Editing improves meaning, clarity and effectiveness; proofreading checks for errors in spelling, grammar and consistency.
Cutting and tightening
Most copy improves by getting shorter:
Kill your darlings
That clever phrase you love? If it doesn’t serve the reader, cut it. Attachment to your own words is the enemy of good editing.
Eliminate redundancy
- “Completely unique” → “unique”
- “End result” → “result”
- “In order to” → “to”
- “At the present time” → “now”
Cut weak openings
Sentences starting with “There is,” “It is,” or “This is” can usually be tightened.
Reduce qualifiers
“Very,” “really,” “quite,” “somewhat” — these often weaken rather than strengthen. Cut them or find a stronger word.
Simplify complex sentences
If a sentence needs reading twice, rewrite it. Or split it into two.
The 10% rule
As a rule of thumb, you may be able to cut around 10% of a first draft without losing any value, depending on the draft and format.
Improving clarity and flow
Clear copy is kind to readers:
One idea per sentence
Sentences trying to do too much become confusing. If a sentence contains multiple ideas, consider splitting it.
Concrete over abstract
“Improve operational efficiency” is vague. “Cut processing time by 30%” is concrete. Prefer specifics.
Active over passive
“Mistakes were made” hides the actor. “We made mistakes” is clearer and more honest. Use passive voice deliberately, not by default.
Logical transitions
Each sentence should connect to the next. If you have to mentally jump between ideas, add a transition or reorder.
Vary sentence length
All long sentences are tiring. All short ones are choppy. Mix it up. Like this.
Final checks before delivery
Before sending work, run through these checks:
Does it meet the brief?
Go back to the original brief. Have you addressed every requirement? Have you stayed within scope?
Does it work for the audience?
Read it as if you were the target reader. Would it persuade you? Is anything confusing?
Is it accurate?
Double-check facts, figures, names, and claims. One error undermines credibility.
Is the formatting correct?
Headings, bullet points, spacing — does it match requirements? Is it consistent throughout?
Have you proofread properly?
Not a quick skim; a proper, careful proofread. Ideally on paper or in a different format than you wrote in.
Is it compliant?
Double-check any issues that might trigger regulatory concerns, and raise any concerns with your client.
Don’t skip proofreading
Typos and errors in delivered work damage your professional reputation. Always proofread, even when deadlines are looming.
Useful tools
Technology can help, but doesn’t replace judgement:
Spell checkers
Use them, but don’t trust them completely. They miss correctly spelled wrong words (there/their) and may not know technical terms.
Grammar tools
Tools like Grammarly catch common errors but sometimes make poor suggestions. Use them as a first pass, not final authority.
Readability scores
Hemingway Editor and similar tools highlight complex sentences and passive voice. Useful for identifying problems, but don’t aim for arbitrary scores.
Reading aloud tools
Text-to-speech can help you hear your copy fresh. Listening catches different issues than reading.
Summary
Good writing is rewriting. The drafting process gets ideas down; the editing process makes them good. Separating these phases, taking breaks between them, and using systematic editing passes produces better work than trying to write perfectly first time.
Professional copy isn’t just about talent; it’s about process. A rigorous approach to writing and editing produces consistent quality, even on tight deadlines.