I recently got a great compliment from a man I work with on a regular basis, editing and proofreading his terrific copywriting.

This guy is a real pro—he works with and knows the big names in copywriting, like Gary Bencivenga and Joe Vitale, just to name a couple. He does really great work. No, AMAZING work! I’ve been fortunate to get to work with him all these years and learn from him. He’s the kind of guy who has probably forgotten more about writing for business than most of us will ever know.

He makes copywriting and “writing that sells” into an art form.

When he was recently working on a very important piece for a well-known client, I helped edit and proofread about four different versions of the one-page copy—and I know there were dozens of versions in between that I never saw.

He sent me a final version—and then he sent me a final final version, after he made some changes that another copywriter friend of his suggested.

That final final version had lost some of its power and zing in a few areas and gained a little bit of attitude in areas where it wasn’t needed. He had edited a few spots that had been fine all along and, in my opinion, ended up watering them down a bit.

I gave him my feedback, and upon re-examining these spots, he agreed and changed them back to the first final version.

The compliment? He told me that I had great editorial sense—better than the other copywriter, who I’m guessing has probably been doing this longer than I have been—or at least for about the same amount of time. Coming from him, that meant A LOT! He and I both found that very interesting on a few levels, and it got me thinking.

For one thing, I think some editorial sense is like singing talent—either you’ve got it or you don’t. I’m lucky enough to have a natural knack for editing and catching errors, and I’m doubly lucky to have discovered this natural talent early.

But good editorial sense is also a matter of perspective. While I’m sure that my friend’s friend is a great copywriter and does a great job for her clients and is very successful, in this case I had better perspective.

I have had experience in journalism, creative writing, sales, and marketing. Writing across so many styles and so many industries over the years has freed my mind from thinking that all copy has to be written in one or two ways. I’m looking for something different when I write and edit copy.

And this is my challenge for you, dear reader. When you have written a piece, whether it is an email, a sales letter, a blog, pages for your website, or even a letter to your grandmother, challenge your own perspective.

Step outside of yourself for a moment. Stop reading with what you are trying to say in mind. Read it as your audience—a person or group who has never seen these words and who is not familiar with the ideas you’re sharing. How does your piece read now?

Perspective is important. Perspective is what gets us thinking of the other guy instead of ourselves—and it’s the thing that will help you write better, edit better, and in the end be a more effective and influential communicator.

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	Lauren Methena - A Writer Who Knows How to Sell Copywriter When she is not helping her clients strengthen their own business communication, she is busy spreading the knowledge and the tools necessary to empower people everywhere to write and to communicate better.