My work process.
One of biggest pieces of the editing puzzle is flow—every sentence should feel effortless to the reader, regardless of subject or technical level. Understanding your audience is key to getting the results you want, whether that’s to prompt action, drive engagement, or simply relay information. No matter the topic, no matter the format, the reader should come first.
Social media is a fast-moving space, but that doesn’t mean you should sacrifice quality or intention—in fact, with limited space to cut through all the noise, every word, emoji, and character counts even more towards balancing precision, personality, and authenticity. Posts should feel timely and impactful, but also conversational. You really only need to ask yourself one question when it comes to social posts: Would this make me stop my scroll? If yes, you’re onto something.
Every fact, figure, comma, and period matters; if your audience can’t trust you to get the small things right, how are they going to trust you when it comes to the big stuff? This is why fact-checking is so important (regardless of what X or Meta tells you). Flawless, polished copy doesn’t just look professional—it builds trust and establishes authority with your readers.
Style guides are the backbone of all good copy departments. Think of them as your bible, your cheat sheet, and your most trusted friend, all rolled into one (I keep a photo of mine on my nightstand). A great style guide isn’t just a set of rules, but a living document that reflects a brand’s identity, adapts to its evolving needs, and drives consistency without stifling creativity. If that sounds like a tough balance to strike, that’s because it is—but done right, the results speak for themselves.