An editor brings an “outsider’s eye,” an extra layer of objectivity, to each assignment. As a spiritual teacher or the leader of a faith-based organization, no one knows your work the way you do, and that knowledge is the lens you use each time you review your own messages.
You’ve written these messages for people with different needs and less information (context) than you have.
The brain is wired to create stories, adding and censoring information at-will, and our intentions cloud our vision whenever we read what we meant to say, instead of the message we sent.
If I perform content editing on a website, I also apply content strategy techniques such as reviewing the overall navigation and the targeted user experience (UX). The most important messages belong above the fold, easily reachable without scrolling. Eye-tracking studies can influence where buttons or a Call to Action (CTA) should be placed. If a visitor must click through multiple layers to reach key information, the website may have outgrown its original architecture and could be ready for a redesign.
Content editing is stronger than simple proofreading. Your proximity to your own messages – your feelings about whatever you are trying to communicate – will make it harder to experience your website and your words like a potential visitor, future audience member or other reader.
The right words can deepen your connection, not only with your audience, but also with your mission.
Are you open to new possibilities? Get ready to attract the people you’re meant to serve.
Candace Schilling, publicist, offers PR Communication and Training to spiritual teachers and faith-based communities. For more inspiration as well as tips about marketing and strategic communication, check out her articles or find Candace on LinkedIn.