What changes

Most of the work is taking words away.

• 16to 7Words in the average homepage sentence, after the edit
• 1thirdOf a typical paragraph cut, with nothing of value lost
• 1dayTurnaround on a single paragraph sent on its own

What gets edited

Websites, decks, the cold email nobody answered.

• Work 01

  Websites

  The homepage, the about page, the line under the logo. Where a visitor decides in seconds whether to stay or leave.

• Work 02

  Decks and pitches

  The slide that should land the point and instead lists nine of them. I cut it to the one that wins the room.

• Work 03

  Emails that went unanswered

  The message that asked for a meeting and buried the ask in paragraph four. I move it to the first line.

• Work 04

  The single paragraph

  No brief, no project. The one passage that makes you wince. Send it on its own and I send it back shorter.

Inside an edit

The red pen, shown rather than described.

• We are fully committed to leveraging our synergies in order to help you facilitate the delivery of optimal stakeholder communications say what you mean.

  We help you say what you mean.

  20 words → 6 words

• Our overarching mission is to operationalise a holistic, best-in-class communications framework that drives meaningful, value-led engagement that gets read.

  Communications that get read.

  16 words → 4 words

How an edit runs

Three passes. Nothing clever, just nerve.

1. Pass 01

   Strike

   I cross out every word doing no work. Most sentences lose a third here and miss nothing. The reader never knew it was there.

2. Pass 02

   Replace

   I swap the jargon that is left for the plain word underneath it. Say the thing, not the thing about the thing.

3. Pass 03

   Read aloud

   If you stumble saying it, your reader will stumble reading it. I fix the stumble, read it once more, and then it is done.