Life is too short for tiresome copy. I originally put together this guide for internal use, to explain my copy-editing thought processes to the rest of the ReferralCandy team. The others insisted that it ought to be made public, so here we go. Please let me know if you find it useful- it'll be the best Christmas present ever. Love, @visakanv

1. presents
NICE + TIDY FOR THE INTERWEBS

2. Good writing is in short supply.
Especially on the Internet.
Let me walk you through how I edit content
to make it more effective.

3. Here's some actual text from
Apple's Official Guide To App Design.
(Copy suggestions should be written with good copy… right?)
Let's take a look.

5. Talk To Your User Like You're A Newspaper Editor
Use a tone that’s informal and friendly, but not too familiar.
You want to avoid being stilted or too formal, but you don’t
want to risk sounding falsely jovial or patronizing.
Remember that users are likely to read the text in your UI
many times, and what might seem clever at first can become
irritating when repeated.
Think like a newspaper editor, and watch out for redundant
or unnecessary words. When your UI text is short and direct,
users can absorb it quickly and easily. Identify the most
important information, express it concisely, and display it
prominently so that people don’t have to read too many
words to find what they’re looking for or to figure out what
to do next."

6. Talk To Your User Like You're A Newspaper Editor
Use a tone that’s informal and friendly, but not too familiar.
You want to avoid being stilted or too formal, but you don’t
want to risk sounding falsely jovial or patronizing.
Remember that users are likely to read the text in your UI
many times, and what might seem clever at first can become
irritating when repeated.
Think like a newspaper editor, and watch out for redundant
or unnecessary words. When your UI text is short and direct,
users can absorb it quickly and easily. Identify the most
important information, express it concisely, and display it
prominently so that people don’t have to read too many
words to find what they’re looking for or to figure out what
to do next."

7. Talk To Your User Like You're A Newspaper Editor
Use a tone that’s informal and friendly, but not too familiar.
You want to avoid being stilted or too formal, but you don’t
want to risk sounding falsely jovial or patronizing.
Remember that users are likely to read the text in your UI
many times, and what might seem clever at first can become
irritating when repeated.
Think like a newspaper editor, and watch out for redundant
or unnecessary words. When your UI text is short and direct,
users can absorb it quickly and easily. Identify the most
important information, express it concisely, and display it
prominently so that people don’t have to read too many
words to find what they’re looking for or to figure out what
to do next."
good advice...
what if you
applied it
to yourself?

8. Talk To Your User Like You're A Newspaper Editor
Use a tone that’s informal and friendly, but not too familiar.
You want to avoid being stilted or too formal, but you don’t
want to risk sounding falsely jovial or patronizing.
Remember that users are likely to read the text in your UI
many times, and what might seem clever at first can become
irritating when repeated.
Think like a newspaper editor, and watch out for redundant
or unnecessary words. When your UI text is short and direct,
users can absorb it quickly and easily. Identify the most
important information, express it concisely, and display it
prominently so that people don’t have to read too many
words to find what they’re looking for or to figure out what
to do next."
ayyy carAmba...
too many words.

9. Talk To Your User Like You're A Newspaper Editor
Use a tone that’s friendly, but not too familiar. You want to
avoid being too formal, but you don’t want to risk sounding
fake or patronizing. Remember that users are likely to read
the text in your UI many times, and what might seem clever
at first can become irritating when repeated.
Think like a newspaper editor, and watch out for redundant
words. When your UI text is direct, users can absorb it
quickly. Identify the most important information, express it
concisely, and display it prominently so that people don’t
have to read too many words to find what they’re looking for.
Mmm... Better.

10. Talk To Your User Like You're A Newspaper Editor
Use a tone that’s friendly, but not too familiar. You want to
avoid being too formal, but you don’t want to risk sounding
fake or patronizing. Remember that users are likely to read
the text in your UI many times, and what might seem clever
at first can become irritating when repeated.
Think like a newspaper editor, and watch out for redundant
words. When your UI text is direct, users can absorb it
quickly. Identify the most important information, express it
concisely, and display it prominently so that people don’t
have to read too many words to find what they’re looking for.
so many commas...
let’s kill some too.

11. Talk To Your User Like You're A Newspaper Editor
Use a tone that’s friendly, but not too familiar. You want to
avoid being too formal, but you don’t want to risk sounding
fake or patronizing. Remember that users are likely to read
the text in your UI many times, and what might seem clever
at first can become irritating when repeated.
Think like a newspaper editor, and watch out for redundant
words. When your UI text is direct, users can absorb it
quickly. Identify the most important information, express it
concisely, and display it prominently so that people don’t
have to read too many words to find what they’re looking for.
you’re repeating
yourself!

12. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember that users are
likely to read the text in your UI many times, and what might
seem clever at first can become irritating when repeated.
Think like a newspaper editor, and watch out for redundant
words. When your UI text is direct, users can absorb it
quickly. Identify the most important information, express it
concisely, and display it prominently so that people don’t
have to read too many words to find what they’re looking for.
better!

13. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember that users are
likely to read the text in your UI many times, and what might
seem clever at first can become irritating when repeated.
Think like a newspaper editor, and watch out for redundant
words. When your UI text is direct, users can absorb it
quickly. Identify the most important information, express it
concisely, and display it prominently so that people don’t
have to read too many words to find what they’re looking for.
Many times...
when repeated...

14. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the
umpteenth time.
Think like a newspaper editor, and watch out for
redundant words. When your UI text is direct, users can
absorb it quickly. Identify the most important
information, express it concisely, and display it
prominently so that people don’t have to read too many
words to find what they’re looking for.
sweet.

15. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the
umpteenth time.
Think like a newspaper editor, and watch out for
redundant words. When your UI text is direct, users can
absorb it quickly. Identify the most important
information, express it concisely, and display it
prominently so that people don’t have to read too many
words to find what they’re looking for.
REPEATED
POINT

16. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Think like a newspaper editor, and watch out for redundant
words. Identify the most important information, express it
concisely, and display it prominently so that people don’t
have to read too many words to find what they’re looking
for.
negatives suck.
flip it.

17. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Think like a newspaper editor, and watch out for redundant
words. Identify the most important information, express it
concisely, and display it prominently so that people can
quickly find what they need.
better.

18. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Think like a newspaper editor, and watch out for redundant
words. Identify the most important information, express it
concisely, and display it prominently so that people can
quickly find what they need.
always
make it
personal.

19. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Think like a newspaper editor, and watch out for redundant
words. Identify the most important information, express it
concisely, and display it prominently so that your users can
quickly find what they need.
sweet.

20. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Think like a newspaper editor, and watch out for redundant
words. Identify the most important information, express it
concisely, and display it prominently so that your users can
quickly find what they need.
hmm... could
we put some
blood and guts
into this?

21. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Be merciless with words, like a newspaper editor. Identify
the most important information, express it concisely, and
display it prominently so that your users can quickly find
what they need.
no
mercy
be merciless
with words.

22. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Be merciless with words, like a newspaper editor. Identify
the most important information, express it concisely, and
display it prominently so that your users can quickly find
what they need.
can we
compress this?

23. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Be merciless with words, like a newspaper editor. Identify
critical information, express it concisely, and display it
prominently so that your users can quickly find what they
need.
yes we can.

24. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Be merciless with words, like a newspaper editor. Identify
critical information, express it concisely, and display it
prominently so that your users can quickly find what they
need.
bold the directives
to make things
scan-friendly.

25. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Be merciless with words, like a newspaper editor. Identify
critical information, express it concisely, and display it
prominently so that your users can quickly find what they
need.
ahhh.

26. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing. Remember, what seems
clever at first can be irritating when read for the umpteenth
time.
Be merciless with words, like a newspaper editor. Identify
critical information, express it concisely, and display it
prominently so that your users can quickly find what they
need.
try some
s pacing

27. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing.
Remember, what seems clever at first can be irritating
when read for the umpteenth time.
Be merciless with words.
Like a newspaper editor. Identify critical information,
express it concisely, and display it prominently so that
your users can quickly find what the y need.

28. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing.
Remember, what seems clever at first can be irritating
when read for the umpteenth time.
Be merciless with words.
Like a newspaper editor. Identify critical information,
express it concisely, and display it prominently so that
your users can quickly find what the y need.
a list!

29. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing.
Remember, what seems clever at first can be irritating
when read for the umpteenth time.
Be merciless with words.
1. Identify critical information
2. Express it concisely
3. Display it prominently
...so that your readers can quickly find what the y need.

30. LET’S SEE HOW FAR WE’VE COME

31. Talk To Your User Like You're A Newspaper Editor
Be friendly but not patronizing.
Remember, what seems clever at first can be irritating
when read for the umpteenth time.
Be merciless with words.
1. Identify critical information
2. Express it concisely
3. Display it prominently
...so that your readers can quickly find what the y need.
Talk To Your User Like You're A Newspaper Editor
Use a tone that’s informal and friendly, but not too familiar.
You want to avoid being stilted or too formal, but you don’t
want to risk sounding falsely jovial or patronizing.
Remember that users are likely to read the text in your UI
many times, and what might seem clever at first can become
irritating when repeated.
Think like a newspaper editor, and watch out for redundant
or unnecessary words. When your UI text is short and direct,
users can absorb it quickly and easily. Identify the most
important information, express it concisely, and display it
prominently so that people don’t have to read too many
words to find what they’re looking for or to figure out what
to do next."

32. feel the difference?

33. in summary, go through your copy and eliminate...
Make it as easy
as possible for
the reader!
- redundant, overused and unnecessary words
- commas, and long, meandering sentences,
which, frankly, annoy people
- repeated points, and instances where
you revisit what you might’ve said earlier
- unnecessary complexity that is perhaps
somewhat irrelevant to the point being made
- negatives so that people don’t get confused

34. in summary, go through your copy and eliminate...
- redundant words
- commas and long sentences
- repeated points
- unnecessary complexity
- negatives
Make it as easy
as possible for
the reader!

35. in general,
- begin with the absolutely essential
- use simple before/after stories
- turn multi-step processes into ordered lists
make it as easy as possible for the reader.

36. but wait, there’s more...
all of this is just straightforward editing within
a pre-selected context. (how to write)
choosing the right context to begin with is the
bigger challenge. (What to write)
we’ll be writing about that next!
(Hint: You need to start with WHY you're writing)

37. slides conceived and created by:

38. slides conceived and created by:
Make it as easy
as possible for
the reader!