Spec rewrites
Rewrites we made to show our process.
We have not published client work, so we wrote our own. Each sample starts from an invented brief, shows the weak copy, then the rewrite, with an editor's note at every change.
Spec rewrites: sample copy we wrote to show our process, not client work. The companies, products and briefs are fictional.
Spec rewrites
Spec rewrite
A scheduling tool's homepage
A fictional dental-scheduling product. One vague homepage, rewritten so a clinic manager knows what it does.
We provide innovative solutions for modern clinics.Chairtime fills the empty slots in a dental clinic's week.
Read the markupSpec rewrite
Three candle product pages
A fictional candle shop. Three product pages that read like the supplier's, rewritten in a shop's own voice.
A beautiful candle that will elevate your home.Hand-poured soy candle. Burns about 45 hours. Smells like cut cedar and a wet stone path.
Read the markupSpec rewrite
A five-email welcome sequence
A fictional subscription spice box. Five emails, each with one job, from first open to second order.
Welcome! We're so excited to have you.Your first box ships Thursday. Here is what is in it.
Read the markup
Reading guide
How to read a rewrite
What we changed
Every strike is a word or line we cut. The inserted words are in the margin.
Why
Each note says the rule behind the change, so you can apply it yourself.
What we left alone
If a line already worked, we leave it and say so. Editing is also knowing when to stop.
Want this for your copy?
Start with the audit: $600. We read up to five pages and send marked-up notes.