Seven Sweeps
A 7-pass marketing copy edit where each pass targets one dimension: Clarity, Voice, So What, Prove It, Specificity, Emotion, Zero Risk.
Seven Sweeps is an editorial methodology where copy gets seven sequential passes, each focused on a single quality dimension. Pass 1 (Clarity): remove jargon, simplify sentence structure, kill ambiguity. Pass 2 (Voice): enforce operator tone, cut vendor-pitch language, add honest hedges. Pass 3 (So What): every paragraph must answer why the reader should care right now. Pass 4 (Prove It): every claim gets evidence or gets cut. Pass 5 (Specificity): replace vague language with numbers, names, and timelines. Pass 6 (Emotion): ensure the piece connects to a real frustration or aspiration the ICP feels daily. Pass 7 (Zero Risk): remove anything that could be misread, misquoted, or used against you in a competitive context. Single-pass editing misses issues because the editor tries to check everything simultaneously. Seven Sweeps forces sequential focus so each dimension gets full, undivided attention.
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