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On Message by Theo Theobald

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Chapter Fourteen

How to edit existing copy

Do you ever get frustrated by blog entries or articles that seem to go all around the houses before coming to the point? You find yourself thinking, ‘Just get on with it!’ They’re the ones you are unlikely to go back to. They teach us how not to engage.

What often happens with businesses like this is that they take their existing promotional content and simply cut and paste the parts they think fit the new media they are migrating to.

Instead they should be looking at how to shorten all their existing written assets and then find ways of developing them in an appropriate way according to which platform they are to appear on. With the vast number of delivery channels today it is hard to keep up with ...

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