Editor. The fixer of grammar slips and spotter of inconsistencies. The seeker – and finder – of rogue typos, half-baked sentences, and other linguistic mishaps. But also the remover of repetitions, the double-space-detector, and the cleaner-upper of archaic language. Editors are much more than mere proofreaders. Not convinced? We’ll break down exactly why a fresh perspective from a ZINNIG editor can do wonders for your text.
ZINNIG is a boutique text agency. Our team of dedicated copywriters explore the far reaches of their vocabulary every day in search of the perfect turn of phrase for your company story. We fill your blank page with titillating texts from scratch. Or we rewrite existing ones. In that case, we toss everything into a blender and rework the ingredients to create easy-to-digest copy packed with smooth sentences. The result gets checked and double-checked, always. All of the copy we create passes through at least two pairs of writing hands: from copywriter to final editor. Most also finds its way to a third quality control expert (or kwaller, as we like to call them), who checks them for structure and content. In short: we write, cut, rewrite, edit and proofread. Every word, every sentence, every section.
Typos, slip-ups, and the urge to over-edit
Typos are sneaky little rascals that sometimes slip through the cracks. These cheeky mischief-makers can evade even the most critical of eyes. Spelling mistakes and typos (‘little devils’, as we like to call them) can be a real pain in the ass. Sometimes they’re so subtle, you don’t even notice them. Especially in your own writing. And that can lead to some seriously embarrassing situations. Like a butcher selling bonerless chicken. Some spelling mistakes and typos aren’t just embarrassing – they can really confuse your reader. For example, a ‘man eating shark’ is very different from a ‘man-eating shark’. And when you ‘book a flight’, you’ve reserved a trip, but a ‘booked flight’ means the plane’s already full. Mistakes come in many shapes and sizes, and often lie in the details, but avoiding them is always best.
Editors have a sixth sense for sneaky spelling errors and know every rule in the book – the dictionary, that is. They tidy up misspelled verbs and inaccuracies, and keep an eye out for stiff archaisms and regional quirks. The end result: a text free from cringe-worthy spelling errors and messy typos. A text in which every letter of every word has been checked and rechecked.
Muddled phrases, grammar gaffes, and clunky word order
Editors also dive in at the sentence level. Misused expressions (like ‘for all intensive purposes’ and ‘I could care less’) are expertly removed. Is the proverbial ‘penny’ starting to ‘ring a bell’? We’re talking about contaminants: mashups of similar expressions that result in something … well, wrong. The bad news? Many of these are so common, they’re hard to spot. Think: ‘nip it in the butt’ instead of ‘nip it in the bud’. The good news? As language freaks, we’re more than happy to clean up your copy! We untangle sentences, fix grammar fails, rearrange clunky syntax, and free your writing from passive traps. Then we sprinkle in commas, ellipses and em-dashes where they belong and voilà: your sentences are clean and easy to read!
Murky messages, inconsistencies, and style slips
A good editor takes a step back to see the full picture. A bird’s eye view. Top-down, the whole thing. Because a strong text is more than just a string of error-free sentences. It works, headline to footnote. It has personality and leaves an impression. The message is clear, the style suits the audience, and the structure guides the reader smoothly to the final punctuation mark. More importantly: it flows. There are no distracting repetitions or clunky turns of phrase.
Want your newsletter, blog post, testimonial, or social media caption to pack a punch? Get in touch, and we’ll fine-tune your text until it fits. From tone of voice and structure to consistency and cohesion. With a deep understanding of language and writing, we fully immerse ourselves in the topic to get to the essence. We then do one final check (or kwalletje, remember?) to dot the i’s and cross the t’s for a flawless finish. On every level.
Need a sharp-eyed editor to polish your text and perfect your style? You know where to find us.
