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Hey Reader,

"This is why I always say editing isn't simply a cutting exercise."

These words came flying out of my mouth during a writing coaching session last week.

The person on the other end of Zoom had written a fantastic premise. But it was lacking some key context. It left me, the reader, with too many questions, which meant the piece wasn't making as big of an impact as it could.

This is why popular advice about how editing is simply a cutting exercise drives me bananas.

There are so many times when your writing needs more.

More explanation.

More research.

More context.

More support.

More oomph.

If you go into an edit soley with a cutting mindset, you're cutting your content's value potential.

Allow me to help.

Here's my favorite way to find value gaps during an edit.

What –> Why –> How

Too often, writers make a key statement and move on without answering:

• Why it matters
• How it can help the reader

This leaves the reader with questions.

Like, “Hmm, I wonder why this matters.”

And, “Wait, so how do I actually do it?!”

This is a huge missed opportunity. Not to mention a terrible reading experience.

What –> Why –> How solves that problem.

And it's by far my favorite writing framework.

Is it dorky to have a favorite?

You betcha.

But this framework solves so many problems. Once you know it, it's impossible not to love it.

It's so important, I have an entire module dedicated to it in my Content Editing 101 course (which reopens next week).

Let's look at an example.

If I say something like: "Editorial standards are the foundation of your content creation process."

You'll want to know why.

Especially if you don't know what editorial standards are or how to use them.

You're getting along just fine without them, so you think, so you'll need a lot more convincing than a sentence that implies, "trust me on this."

To get readers nodding along and reaching maximum understanding, I can expand my statement (the What) with a Why and How.

Watch how I do that in a section intro from a blog I wrote for Grizzle:

The rest of the section dives deeper into the How.

As a reader, I'm way more invested in learning how to create these standards now that I've been giving some context as to what the hell they are and why I should care.

(I also spent the previous two sections poking the pain about what happens when you don't have editorial standards, so by this point, the reader is primed for a solution.)

Action point:

I can't tell you how many times I made this edit when I was Head of Content.

So here's a tip for when you're self editing.

Every single time you explain what something is, ask yourself:

"Why does this matter?"

Your next sentence should answer it.

And if space allows, give a real or hypothetical example of how to do the thing.

After the How, you'll want to include a takeaway. This drives your point home and helps readers imagine how they can do it themselves (which is where the magic of subtle persuasion takes place). More on that another time.

Of course, AI can help here. Not with the writing, but with the gap-identifying.

Every module in my editing course is accompanied by an AI prompt written by the one and only Rob Lennon. This is my personal favorite one to use. It even catches gaps in my writing (noone is impervious to value gaps).

Meanwhile...

I'm working on a new project with Rob Lennon called Long to Short.

It comes out next week. So I'll be sending a few more emails about it this week in preparation.

That draft I wrote for Grizzle that I used in the example above?

Over this week, I'll show you how I can take those ~2000 words and turn them into 50+ social posts.

Which is exactly what our new course will help you do, too.

​Register your interest if you're keen to unlock this power. ​

Catch you soon!

Erica

PS. Hooked on Writing Hooks and Content Editing 101 will reopen when Long to Short launches next week :)

PPS. I used the What –> Why –> How framework all over this newsletter today. Go back and read it. Can you spot the places? Reply with your guess. If you catch them, you'll enter a lottery to get a hefty discount on the course of your choosing...

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Erica Schneider

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