---
name: halbert-copy-editor
description: Edit and punch up sales copy, marketing emails, landing pages, ads, and any persuasive writing using the Halbert Copywriting Method.
---

# Halbert Copy Editor

If running interactively (human present), output "Read Halbert Copy Editor skill." to acknowledge. If running with --dangerously-skip-permissions (AFK/unattended), skip acknowledgement and proceed directly.

> **Core principle:** The goal is a "greased slide" — once a reader starts, they should fall effortlessly from one line to the next until they have an uncontrollable urge to act. Every edit either removes friction or adds pull.

## TRIAGE — What Does the User Need?

Before editing anything, identify the request type and choose the right path.

### Full Edit (default)
**Trigger:** User pastes copy and asks to improve, edit, review, or rewrite it
— or gives no specific instruction. Run all 4 stages in sequence.

### Targeted Fix (surgical)
**Trigger:** User specifies *what kind* of help they want. Skip to that stage.

| User says… | Jump to |
|---|---|
| "Hard to read" / "too dense" / "format this" | Stage 1 |
| "Confusing" / "unclear" / "clean this up" | Stage 2 |
| "Boring" / "people stop reading" / "needs flow" | Stage 3 |
| "Needs more punch" / "make it sell harder" / "punchier" | Stage 4 |

Even on a targeted fix, quickly scan the other stages for any glaring issues
and flag them at the end — but don't rewrite what wasn't asked for.

---

## Before You Start

- **Write freely first.** Never apply this formula while drafting. Get all thoughts down without interruption, then edit.
- **Edit in complete passes.** Never fix one section and restart from the top — the beginning gets over-edited, the end falls apart.
- **Take breaks between passes.** Fresh eyes catch more. No more than two full editing passes per day.
- **Read everything out loud.** This is non-negotiable. You will hear hiccups your eyes skip right over.

---

## STAGE 1 — Eye Relief & Formatting

*Goal: Make the copy look easy to read before the prospect reads a word.*

- **Break up paragraphs.** Maximum 3–5 sentences. One-sentence paragraphs are
  fine and often powerful.
- **Break up long sentences.** Hunt every "and" — most can split into two
  punchy statements.
- **Insert subheads.** List the top benefits not in the headline, rank by
  reader appeal, and drop them as subheads just before the copy proves them.
- **Punctuation rules:**
  - Commas go wherever you'd pause or breathe reading aloud.
  - Use parentheses (like this) instead of em-dash commas for asides — keeps
    flow smoother.
  - No semicolons. They stop readers cold.
  - Multiple exclamation marks are fine in sales copy when the news is big.
  - Use ellipses (…) to pull readers forward.
- **Font/background note (flag for designer):** Easy-to-read font, high
  contrast, no black backgrounds with colored text.

---

## STAGE 2 — Editing for Clarity

*Goal: Polish until any reader falls through the copy without tripping.*

### Read Aloud Test
Read the entire piece aloud. Every stumble is a fix. Mark all rough spots
before touching anything — edit in complete passes, never spot-fix and restart.

### Pronoun Hunt
Find every: *I, he, she, it, they, them, one, this, that* (used as a
reference). Ask: is it crystal clear what this refers to? If not, replace with
the actual name or a more powerful descriptor (e.g. "The Prince of Print"
instead of "he").

### "That" Hunt
Delete or replace ~90% of "that" uses:
- Try removing it entirely. If the sentence still reads cleanly → delete.
- Try swapping "that" → "which." If it flows better → swap.
- Best: rearrange the sentence to need neither.

### Big Word Hunt
Replace any word a 6th-grader might not know. Aim for 6th-grade reading level
or below for broad audiences. Use a thesaurus to *simplify*, not complicate.
Never make readers feel uneducated.

### Repeat Word Hunt
Flag any word used more than once per page. Find a simple synonym via
thesaurus. Per John Carlton: don't use the same verb twice on a single page.

### Transitions
When copy jumps abruptly between unrelated points, bridge with:
> Moving on… / Anyway, / However, / Also, / Plus, / With that said,

---

## STAGE 3 — Keeping Them Reading

*Goal: Inject momentum so readers feel they'll miss something if they stop.*

### Cliffhangers
End sentences/paragraphs so the next thought feels mandatory. Techniques:
- **"but…" or "so…" + ellipsis** — pulls reader to next line.
- Replace overused "but" with "yet" for variety; replace mid-sentence "but"
  with "and" or "plus" when possible.
- **Add a clause hinting at what's next:** "…and here's why that matters."
- **Classic endings:** "…and things got worse." / "…then came the shocking
  part." / "…but boy am I glad I did."

> Don't overdo it. A mix of cliffhangers, incomplete thoughts, and high
> notes is the goal — too many cliffhangers feels cheap.

### Incomplete Thoughts (Subtler than Cliffhangers)
Write complete *sentences* that are incomplete *thoughts*. The reader finishes
a sentence and still wants to know: what happened? why? what does that mean?

### Rearrange for Punch-at-the-End
The surprise/punchline/key benefit must land at the **end** of the sentence —
just like a comedian's punchline. Reorder sentences that bury the payoff.

### Rhythm Check (Read Aloud Again)
Good copy has natural rhythm — rising and falling, short and long. If you have
to stop for breath mid-sentence, it's too long. If every sentence ends on a
cliffhanger, back off.

---

## STAGE 4 — Punching Up Copy

*Goal: Maximize the emotional pull and remove everything that weakens it.*

### Highlight Key Words
Order of emphasis, weakest to strongest:
> *Italics* → "Quotes" → Underlining → **Bold** → ALL CAPS → Highlighting →
> High-Contrast Color → Moving/Flashing Text

Use sparingly. Emphasize only what's genuinely big news. Don't bold everything
or nothing stands out.

### Power Word Swap
Replace flat words with charged ones. Build two lists from the National
Enquirer:
- **Positive:** Miracle, Jaw-Dropping, Breakthrough, Stunning, Epic…
- **Negative:** Crisis, Slimeball, Disaster, Alarming, Scandal…

Swap while editing: "upset" → "livid"; "rare" → "impossible to find";
"problem" → "crisis."

### Qualifier Hunt
Remove words that weaken claims: *like, some, mostly, partially, could, may,
possibly*. Ask: does this qualifier make the statement *more accurate*? If not,
cut it. Compare: "This may work" vs. "This WILL work."

### Adverb Hunt
Words ending in "-ly" that try to amplify (very, extremely, absolutely,
incredibly) often signal a weak phrase underneath. Eliminate the adverb and
rewrite: "the room is very messy" → "the room looked like a hurricane came
through."

### "I" → "You" Formula
- Talking about yourself is only acceptable when sharing *negative* experiences
  or proving credentials readers need.
- When the story turns positive, immediately shift focus to the reader's
  benefit.
- Formula: *"I struggled with X until… [pivot] …now you can [reader benefit]."*
- When no credibility is at stake: delete the "I" clause entirely.

### Technical Jargon for Authority
Use one or two industry-specific terms to signal expertise, then *immediately*
explain them in plain English. This builds trust without losing readers.

### Move Answers Up
Find every question or objection a reader will naturally have. Move the answer
to just *before* the point where the question arises — never after. Common
pre-emptions:
- Proof of credentials → before readers wonder who you are
- Guarantee → before the price
- "This sounds complicated" objection → before the steps

### "So What" Test
Read the copy pretending you are a busy, self-important reader. After each
sentence ask: *"So what? Why should I care?"* Cut or rewrite everything that
can't pass this test. Be ruthless.

### Change Words People Secretly Hate
Swap words that feel like work or responsibility:
| Avoid | Replace with |
|-------|-------------|
| teach / learn | show you / let you in on / hand you the key |
| work | discover / get / unlock |
| complicated technique | simple trick / shortcut / formula |
| leader / responsibility | [reframe as personal benefit] |

### Present Progressive Tense
Except in stories, use present progressive ("-ing" verbs) to create a sense of
ongoing movement and mild urgency:
> *"The formula has helped copywriters…"* → *"The formula is helping
> copywriters…"*

### Because → Remove
During drafting, use "because" to explain everything. During editing, cut most
"because" constructions by breaking them into separate sentences. The reasoning
flows naturally without the word.

---

## OUTPUT FORMAT

**Full edit:**
1. **Edited copy** — the full revised version, ready to use.
2. **Edit summary** — brief notes on the most impactful changes and which stage
   they came from, so the writer learns the method.

**Targeted fix:**
1. **Edited copy** — revised version focusing on the requested stage.
2. **What changed** — quick explanation of the fixes applied.
3. **Flags** — any glaring issues spotted in other stages worth addressing next.

---

## The Editing Checklist (Order of Operations)

Use this sequence for each full editing pass:

1. **Break up paragraphs** (3–5 sentences max; allow 1-sentence paragraphs)
2. **Break up sentences** (hunt "and"; split into two)
3. **Read aloud** — mark every stumble
4. **Pronoun hunt** — replace with vivid descriptions
5. **"That" hunt** — cut or replace with "which"
6. **Big word hunt** — simplify
7. **Repeat word hunt** — rotate synonyms
8. **Insert transitions** where copy jumps
9. **Add subheads** at benefit moments
10. **Cliffhangers & incomplete thoughts** — add at paragraph ends
11. **Punch endings** — most powerful word/idea goes last
12. **Qualifier hunt** — remove hedging words
13. **Adverb hunt** — replace -ly words with stronger images
14. **"I" to "You"** sweep — pivot self-talk to reader benefit
15. **Power word swap** — upgrade weak verbs/nouns
16. **Emphasis formatting** — bold/caps proportionate to excitement level
17. **Move objection answers up** — answer before the question forms
18. **"So What" test** — cut everything a busy skeptic wouldn't care about
19. **Words they secretly hate** — swap for desire-triggering alternatives
20. **Present progressive sweep** — convert past tense to active/ongoing where appropriate
21. **Rhythm check** — final read aloud for flow and pacing

---

## Quick-Reference Rules

| Rule | Application |
|------|-------------|
| Write like a friend talking, not a professor writing | Conversational tone throughout |
| Brevity ≠ short copy — it means no wasted words | Cut anything that doesn't add desire or momentum |
| Grammar is a tool, not a god | Break rules when it sounds better out loud |
| Long copy is fine; long-winded copy is not | Keep moving from one exciting point to the next |
| Never give the reader a safe stopping point | Every paragraph should make them feel like the next one has something they need |
| Editing takes as long as writing | Budget 1/3 of total project time to editing |
| Multiple passes, not one perfect pass | Each pass catches more; get faster over time |