There’s a phrase I once heard on Instagram that has stuck with me: “Say it straight, then say it great.” It’s the heart of editing. Let’s face it, first drafts aren’t supposed to be brilliant. They’re supposed to be honest. When I sit down to write, my only goal is to get the message out in the simplest, most straightforward way possible. In other words, say it straight.

I once worked on a brochure for a patient support program. My first headline read: “This program helps patients pay less for treatment.” Was it exciting? Not at all. But it was clear and correct. It gave me a jumping-off point so I could give the copy a much-needed zhuzh.

That’s when the second half of the phrase kicked in: say it great. This is where craft takes over. I started shaping the words, trimming the fat, and thinking about how a patient would actually hear it. Eventually, that flat first line became: “Focus on what matters most. Your health.” Same truth, stronger delivery.

Why Editing Matters

Editing often feels like the unglamorous part of writing, but it’s where the transformation happens. Drafting is about getting everything out of your head and onto the page, and then sculpting it into something worth keeping.

It’s in revision that you:

• Hear when a sentence sounds stiff and make it more natural.
• Spot the clutter and cut it away.
• Sharpen a benefit so it lands with clarity and impact.

Editing is about seeing the potential in your first draft and then taking it to a much higher level.

A Process That Works

Here’s how I approach it:

• Draft plain. Get the idea down without worrying about style.
• Step away. Give yourself space to see it fresh.
• Read it out loud. If you stumble, so will your audience.
• Refine with purpose. Shorter, sharper, clearer. From straight to great.

Once More For the Back Row

The magic of copywriting isn’t just in what you write the first time. It’s in how you return to it and truly connecting with your reader. So don’t fear the plain first draft. That’s where every great line begins. Say it straight, then say it great.

That’s how good copy becomes great copy.

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This is the fifth and final installment of this year’s Copywriting 101 series. Get caught up here.