Decidi for copywriters
Find the weak line before the client circles it in red.
Have a ruthless editor, a target reader and a fact-checker go at the draft — so what you send is tight, true, and nothing the client can pick apart.
- Get a ruthless line edit that cuts the filler, the cliché and the line you secretly knew was weak.
- Have the actual target reader react — bored, skeptical, or convinced — before the client decides for them.
- Fact-check every claim so a single confident model can’t slip a made-up statistic into your copy.
- Stress-test the hook: does the first line earn the second, or get scrolled past?
- Pressure-test the call to action — clear, single, and actually motivating?
- Check voice and brand consistency so the piece sounds like the client, not like AI.
- The hook — does the opening line earn attention?
- Every factual claim — is it true and sourced?
- Voice and brand consistency throughout
- The call to action — clear, single, motivating
- Filler and clichés a sharp editor would cut
- How the real target reader reacts, line by line
Say a client is paying you for a long-form sales page, the draft is due tomorrow, and you have read it so many times you can no longer tell whether the big promise in the headline is confident or unbelievable.
The Ruthless Editor goes through the draft line by line for the sentences that exist to please their author, while the End-User Advocate reads it as the actual buyer — skimming, sceptical, one thumb on the back button — and reports where attention actually dies. The Data Skeptic flags every claim a reasonable reader would doubt (“trusted by thousands”, “guaranteed results”) and what proof each needs, because unbelievable copy is not a style problem, it is a conversion problem. The Brand Strategist checks the voice against the client’s brand, and the Devil’s Advocate reads the whole page as the client’s most critical stakeholder will. You deliver tomorrow knowing which lines are strong, which claims need evidence, and which paragraph was the real headline all along.
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