When you’ve written a piece of copy the best person to edit it isn’t you! However, if you don’t have a handy editor around you’ll need to at least review it. To gain a little perspective leave it as long as possible after having written it, but at least overnight.
With a fresh eye you’ll immediately see things that reflect your evolving thought processes that occurred whilst you were writing! Things like starting a sentence with one thought in mind and then changing your mind part way through – resulting in sentences that don’t flow and sometimes don’t actually make sense.
Also check that the purpose you started with is delivered by the end – it’s easy to go off track somewhere along the way and that means your reader will end up wondering what it was all about.
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