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Why you need an editor in your toolkit

Even comms professionals can benefit from calling in an editor. Find out how professional editing can boost your organisation's image, brand and engagement.

Talking about what editors do can be fun. (No, really. Hear us out.)

Over glasses of wine and cups of coffee, we’ve heard everything from 'finding typos' and ‘putting commas in’ to ‘checking facts’ and ‘taking over my writing’. Upon hearing the phrase ‘I’m an editor’, people visualise either glamour (wine at a book launch) or pedantry (red pens and stern faces). We can always tell which one it is by the look on their face.

So, lean in, as they say: here’s the secret.

You need an editor to ensure your words work hard

Editing is about clarity, consistency, engagement, story. It makes sure your words fulfil their purpose. And you need an editor because editing is vital for your communication strategy to succeed. Why?

  • If people don’t get your point immediately, they’ll go read something else. What’s the point of writing something if it doesn’t stand out from the sludge?
  • If people look but don’t engage, they won’t keep reading. How can your writing achieve its purpose if no one reads it?

Here’s the lowdown on what editing can do for you, your writing and your communication strategy.

Editing supports your brand messaging

Editing makes sure all your organisation’s written communication aligns with your brand. We check that your report, web article, capability statement or other document has a consistent voice, language level and tone so it sounds like your organisation. If not, we fix it.

Branding gives your audience a shortcut to knowing your organisation. If your writing contradicts your brand messaging, you’ll confuse your target market and struggle to engage them.

Achieving consistency is particularly important when multiple people contribute to your documents and publications (think annual reports and external newsletters).

You’ve put time and money into your brand. Why undermine it with inconsistent writing?

Editing boosts your credibility and expertise

You know your field, and your writing should show it. An editor will pick up any waffle, contradiction and uncertain expressions in your communications so that your expertise and reliability can shine through.

Getting your facts right also helps to build trust in your brand, and an editor can have your back here.

As standard process, we check basic facts like the spelling of people and place names, and we watch for flaws in logic. Other, more detailed fact checking needs to be stipulated in the project brief – and factored into your budget.

Editing shows you know your audience

Unless your target audience feels seen and heard, you won’t engage them. Your editor can make sure your writing has them front and centre: people-focused, problem-solving and relatable.

We also review documents for inclusivity and sensitivity, so your writing displays your organisation’s empathy, understanding, respect and values. Our accessibility checks and suggestions help your words reach more people, more easily. We consider the language level and whether it's appropriate for the audience.

What kind of editing do you need?

We’re back at that party, explaining what we do and why people need an editor.

Editing can be light-touch or deep intervention, depending largely on your purpose, your budget and your timeframe. But to give you an idea, let’s briefly outline the 3 most recognised categories of editing.

Structural editing: for engagement and accessibility

This is a ‘bigger-picture’ approach that allows your reader to find their way around your document in an enjoyable, user-friendly way, making it more attractive and engaging.

Your editor will review the document’s cohesion, flow and navigation. We’ll look at the balance between the sections and the overall pace of the piece. Is its length suitable for purpose, and is its focus even?

  • This level is equally effective on shorter texts (like brochures, newsletters and feature articles) or full-length documents (such as reports, capability statements and white papers).
  • It's also key for developing effective, engaging web content.

Copyediting: for distraction-free text

This is a detailed review of the language, form and grammar in the document. It should be done after a structural edit.

Our copyeditor will find and correct typographical errors, lapses in appropriate grammar or word usage, spelling mistakes, text misalignment, errors in number format or punctuation, general factual inaccuracies and style inconsistencies.

‘Line editing’ is similar to copyediting, and in Australia many copyeditors undertake both when they work. In fact, the two terms are often used interchangeably here, but they’re considered separately in the UK.

  • Line editing works at sentence and paragraph level and looks at word order, sentence structure, tense and voice.
  • Copyediting works at word level and covers errors and inconsistencies in spelling, punctuation, factual accuracy, styling, spacing and layout.

Proofreading: the last chance for perfection

This is a quality control step: the very last check of documents, manuscripts, web content or page proofs prior to their publication or distribution.

Depending on the type of document, your proofreader might check the page layout, order and numbering of pages, sections and chapters. We review the positioning of graphical elements, consistency of heading levels and other formatting, and make sure links and navigation are functional. We also make sure that earlier edits have been accurately taken in.

  • A tip: proofreading is not copyediting! Proofreading is a quality control step. Copyediting is the polishing step.
  • If your writing has not yet been professionally edited, ask for a ‘copyedit’ rather than a ‘proofread’. Or, avoid the terminology altogether and tell your editor exactly what you want them to look for.

Working with EllWords editors

When the EllWords group works with you, we’ll find out your writing project's purpose, budget and audience. We’ll listen to the ideas in your mind and the vision in your head. We’ll ask what deadline you’re facing. Then we’ll find the best way to make it happen.

Our professional editing team can take the pressure off you, leaving you free to focus on leading, coordinating, planning and evaluating.

Why stretch yourself too thin when we can put time back in your hands? Contact us today.

Written by: Lee Ellwood

Edited by: Kylie Howard

Reading time: 5 mins

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5 reasons why ‘good writing’ matters

As professional writers and editors, we know that good writing matters to any purpose-led or socially focused organisation. But if you’re a time-poor, overloaded communications officer, you may not have had time to think much about it.

Why does ‘good writing’ matter, and what value does it offer your purpose-led organisation? What does 'good writing' actually mean?

In high school English class, it probably meant perfect grammar, vivid adjectives and beautifully crafted sentences. In business, those things can help create good writing, sure—but let’s dig deeper.

‘Good writing’ means effective writing

Anything written is written for a purpose. Whether it’s a novel, a shopping list, a business report or website copy, you always have a reason for writing it.

Good writing means effective writing: it achieves your purpose.

And effective writing maximises opportunities.

Everything you write for your organisation is an opportunity to get people on board with your purpose: to educate them, make them aware, inform them, update them, persuade them.

Effective writing allows you to make the most of those opportunities to engage your audience. It drives clarity, trust, engagement and results.

Those factors underpin the success of your communication strategy. You can have a brilliant strategy, but without effective writing, your tactics won’t carry it out.

Writing effectively takes time and skill, but it’s a worthwhile investment. Here’s why.

1. Good writing matters for efficiency

Good writing is clear—it ensures your message is quick to spot, easy to understand and confusion-free. Clarity is so important now because people are overwhelmed with information and skim content more than they read it. Clear writing makes it easy for them to get your point as they zoom past, thus increasing your chances they’ll stop and read more.

Clarity also reduces misunderstandings or mistakes that can cost your organisation time and money.

  • A poorly written webpage can increase your phone enquiries and take up more of your time.
  • Unclear procedures are inefficient, generating multiple revisions and more back-and-forth among your staff.

Here's a professional writing tip: follow plain English principles to maximise clarity. It reduces confusion for the reader and inefficiency for you. It also ensures your content is more widely accessible, which enhances your image as a relatable, client-focused and approachable organisation.

2. Good writing builds trust and credibility

For organisations trying to change people’s lives for the better, earning trust is vital. If people trust you, they’re more likely to come on board with you. Polished, professional and brand-aligned content signals credibility to your audience, and credibility builds trust.

You also need to convey expertise and reliability to succeed in influencing, persuading and engaging people. Good writing makes this possible.

  • Well-crafted storytelling allows you to share valuable insights and solutions.
  • Thoughtful writing can clearly and convincingly demonstrate a deep understanding of your chosen cause or issue.
  • Writing that is factually accurate, direct and honest will position you as committed, empathetic and authoritative in your sector.

But poor writing will undermine your expertise and credibility. If you can’t make your organisation sound interesting, committed and motivated, why should anyone listen to you?

3. Good writing connects and engages

Writing well makes people feel heard and understood. If you speak directly to your audience’s beliefs, circumstances and concerns, it creates connection, and that drives action.

  • Writing with empathy shows you care about your cause.
  • Acknowledging your audience’s pain points and offering valid solutions demonstrates that you know and understand them.
  • Writing inclusively tells people you respect diversity.

Let your writing show that you’re ‘on the same team’ as your audience, and it will help you build relationships and increase loyalty.

4. Good writing gets results

Ultimately, effective writing delivers the results you’re after. Whether you’re crafting web copy to convert visitors into participants or preparing a grant application to secure funding, the quality of your writing can make or break the outcome.

Why? Because writing is effective when it's focused on the purpose you want to achieve and the interests and needs of your target audience. Without taking those two things into account when you write, your message won’t engage the people you want to hook.

  • Writing a grant application? Write in a way that makes it easier for the assessors to see why your organisation deserves the funding.
  • Pulling together the annual report? Highlight what your stakeholders will most want to know about what you’ve achieved. Make it easy for them to find what they’re looking for and quickly grasp the key points.

Good writing adapts to suit the context, whether formal, technical or conversational, by tailoring its tone, style and language level appropriately.

Two people stand a metre apart texting each other. They both wear blue shirts and reading glasses. The girl's text message says 'Where are you?'. The boy's text message says 'I am here!'
Is effective communication really so hard?

5. Good writing attracts attention

It’s a ‘look at me’ world. Everyone is vying for attention and churning out content, which means much of it is poor quality—written fast and thrown into the void of the interwebs.

That’s why writing well can help you stand out.

  • High-quality content with well-expressed insights attracts readers. (Not everyone wants funny cat videos all the time.)
  • Quality writing also keeps readers engaged longer, which boosts metrics like time-on-page or click-through rates.
  • Search engines may reward well-written content with higher rankings in search results—a critical factor for driving organic traffic to websites.

It’s tempting to take the quick and easy route, thinking content quality doesn’t matter. But if your organisation invests in high-quality, professional writing for your content strategy, you position yourself ahead of other organisations that settle for mush.

Good writing matters to your organisation

Writing that's effective adds value to every communications tactic. From building people’s trust and confidence to saving you money and driving results, good writing matters because it's an essential tool for achieving your organisation’s goals. And it's so easy to achieve.

In our experience, many comms officers are under-resourced, on a deadline or stretched thin. If that’s you, consider outsourcing the writing. You’ll then be free to drive your strategy, lead your team, schedule your media and keep the bigger picture moving.

At EllWords, we specialise in effective writing for organisations making a difference, and we believe it can be transformational. We offer professional editing to make your message resonate and all kinds of writing to help you change the world.

If you’re ready to elevate your communications with clear, engaging words that deliver real benefits, let’s talk!

Written by: Lee Ellwood

Edited by: Penny Hayes

Reading time: 4 minutes 30 seconds

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Are you breaching copyright law?

Copyright law - the rules that apply to the use of your own or someone else's created material - is complex, but understanding how it works is vital for editors and writers.

But where do you get that understanding? Law degrees deliver whole subjects about this topic, so there must be a lot to know. Copyright law changes from time to time. And it varies from country to country, as well.

The good news for writers and editors is that you don't need to be an expert in copyright law. You do need to understand the basics, and you do need to know where to go for advice and guidance.

But a whole law degree is not necessary for you to do what you do. (Phew!)

What is copyright?

Copyright law is designed to protect the rights of creators, so that their ability to make a living from their creative work is not compromised.

The basic idea is that:

  • you generally cannot use someone else's creative work for your own purposes without seeking permission
  • but there are a limited set of reasons ('exceptions') that allow you to do so.

Let's say you're writing a book, an article or anything for a readership and you decide to include a few words from a song, a few lines from a poem, a statement of fact from another book, a photo you didn't take yourself - something someone else wrote or made.

That's enough for an alarm bell to go off in your head. 'Woah, this isn't mine. Can I use it?'

Help with copyright law

So where do you turn after the alarm bell has rung? Good news: there are organisations whose entire mission in life is to help people understand copyright so they don't breach another creator's rights.

(We're Australian editors and writers, so we'll focus here on Australian resources. But similar resources exist in other countries.)

Our go-to for advice and guidance on copyright is the Australian Copyright Council. The council maintains an extensive (and free!) library of downloadable information sheets on every aspect of copyright you could think of. It also publishes handbooks on key topics, and you can purchase those through the website.

The reason we love the Copyright Council's publications is that they are sooooo readable! Complex matters of law have been turned into clear, accessible, understandable information for the layperson.

The other resource you could consult is ArtsLaw, the national community legal centre for the arts in Australia. ArtsLaw have free information sheets online, too, in their Information Hub, but they also offer a couple of legal advice services for eligible arts practitioners, for a fee.

(You may need to subscribe or join ArtsLaw to get the most benefit from their resources, but if you're a serious writer, that could be a good thing. For example, you can also buy adaptable templates for contracts, confidentiality agreements and website terms of use, among others.)

Legal eagles (not)

Professional editors are not lawyers, and we cannot give any of our clients legal advice about copyright. But we do watch out for potential issues and point them out to you.

The extent of our responsibility in relation to copyright, as the Australian standards for editing practice says (3rd ed, 2021, section A4), is to know about copyright and the implications it could have for a publication and to flag anything that could require legal advice.

In short: to be really sure that you're not breaching copyright law, ask a lawyer.

Copyright wrongs

If something is complex, it can easily be misunderstood - and that goes for copyright, too. How many of these incorrect copyright 'facts' have you heard?

  • "Anything on the internet is in the public domain." (Wrong.)
  • "I'm only using a few lines/words, so it's okay." (Not necessarily.)
  • "It's been over 70 years since it was published, so it's out of copyright now." (Not exactly.)
  • "I see that image on T-shirts all the time, so anyone must be able to use it." (That's not how it works.)

Your homework is to head over to the Copyright Council and ArtsLaw websites and find the right answers ...

Written by: Lee Ellwood

Reading time: 3 mins

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Why every organisation should have a style guide

An easy way to make your writing stand out is to ensure it's consistent in style. A style guide is a must-have communications asset.

Consistency across your written communication has important advantages. It demonstrates your organisation's professionalism, and it makes your communication more effective.

Inconsistency in spelling, word form, tense, abbreviations or any other aspect of a text interrupts and distracts your reader. It makes them stop for a split-second to think about what's wrong.

But you don't want them to be interrupted. You don't want your audience to be distracted from what you're saying. You want them to be totally engaged with what you're saying, and to stay engaged.

Inconsistency also detracts from a professional image. If you can't get your own writing looking schmick, how can potential customers or clients believe that your business actually IS schmick?

A style guide is the answer.

What's a style guide?

It's a simple Word or PDF document that records all the decisions you make about your organisation's preferred ways of styling your writing.

For example: the headings in this post use sentence case, which has a capital on the first word but not the others. That's currently the preferred convention in Australia, and it's our personal style preference, too. But for your business's communications, you might like to capitalise all the major words.

EllWords is an Australian business owner, so we use Australian spelling, style conventions and word usage. But if you deal with a lot of people in the USA, you'd adopt -ize and -or spellings instead of -ise and -our.

Our designer chosen this font ('Poppins') for our web text. You might prefer Arial or Calibri or Times New Roman or something else.

A style guide is the place to record all your preferences and decisions about styling text. You could also include your branding elements, too.

How to get a consistent style

Compiling a style guide is a service we offer as professional editors. The EllWords team will work with you to identify or choose all the style elements you'd like for your communications, then we'll compile them into one document. A searchable PDF with links between sections works well for most situations.

We could start with an existing, published Australian style guide, such as the Australian Government Style Manual, for the major style decisions. We'd then add any organisational preferences, such as word forms pertinent to your field of work.

Once your style guide is developed and in place, you'll have a permanent resource for all your employees to consult. You can also refer your freelance creatives to it when they work for you. Almost instantly, your written communication will begin to look consistent, cohesive and professional.

A personalised style sheet doesn't take much time or money to establish. But the impact on your professional image and your communication engagement will be long-lasting.

If you're interested in boosting your purpose-led organisation's professional look with a tailored style guide, contact us today.