Okay, now you have a first draft of your copy. Put it down, walk away, go and have a cup of coffee. But when you come back, read through with a critical eye.
60% of your readers will not get past your headline and very few will read all of your copy. Getting your headline and your first paragraph right is crucial. The goal when you are writing is just to get someone on to the next sentence.
Get that red pen out and cut out everything you don’t need. It is better to be clear than clever.
If you can, sleep on it and look at your copy with fresh eyes in the morning. Look back at your copy strategy and make sure you have followed your plan. Anything else you’ve snuck in there, cut it out.
After you’re happy with the content, check for spelling and grammar. Seems obvious but if you read a piece of copy over and over again as you are writing it, you can easily miss mistakes. And don’t trust spellcheck to catch everything. It is a good start but read through what you have written. A good tip is to read the copy from back to front. It will help you focus on each word and stops your eye gliding over the copy.