5. Tuning

Before I send you the first draft of copy, I’ll check out each sentence for ambiguity.

While I’m at it, I’ll remove any words & phrases that give an illusion of meaning but often mean nothing. We’re all guilty of overdoing it at times, even moi!

And I don’t rely on spell checkers to proof read. They can’t handle context.

I prefer to read what I’ve written out loud to myself. It’s the only way to assess the true flow of the copy & conduct a pukka, nit-picking exercise.

After that, the ball’s in your court. I’ll address your comments in subsequent drafts, until you’re 100% happy.