I rarely rewrite content. If I'm rewriting something, it's because I see huge transformational potential. In this case, my client's writing was from the heart, but it just lacked an extra oomph.

"What was the experience of the braindump like for you? Do you feel some relief? Do you feel overwhelmed too by all there is to do? Most likely, it will be a bit of both.

Notice how all that stuff was weighing you down in the background of your mind. Can you see more clearly why capturing as things arise will serve you better than ignoring or letting them take up your mindspace? You may be thinking that you were less overwhelmed before you started the exercise of fully capturing what was in your mind. You didn’t see it all, so you weren’t bothered. But notice the false reality of this. The only difference now is that you have the totality of what you are dealing with in front of you versus in your mind weighing you down in the background.

This is the beginning of the freedom that comes with the Groundwork System. You have a fuller, clearer view of your life.

Let’s quickly recap this first simple practice: capturing.

Capture everything, as things arise: ideas and tasks, so that you are keeping a clear mind free from what clutters your brain. Get rid of sticky notes, lists, random papers you have lying around reminding you of all sorts of things to do.

Capture your items as they come up in one of two places: a physical notepad, which has pages you can rip out and discard, or a digital note taking application so that you have access to capturing wherever you go. These should be the only two places you note things down."

🟥 First things first, I realised the sentences were too long. Short sentences work. They pique the reader's interest and keep them reading. And in a lead gen situation, you definitely want them to keep reading!

🟧 I ensured the content was clear, powerful, and actionable. I used bullet points, summaries, and simplified language. While doing this, I stayed true to their brand voice. That also means writing in US English.

🟨 Error-free and easy-to-read text are important in any situation, especially when you're selling your services. (Don't @ me if I've made a mistake in my portfolio.)

🟩 I also brought the client's branding front and centre by highlighting their company name and techniques. This also included using the words "we" and "our" to add to the authoritative feel of the eBook.

🟦 I added a CTA to encourage the readers of the free eBook to register for workshops.

🟪 I reviewed the Canva design afterwards and made minor design and text edits.

My client referred me to her best friend's marketing agency after only three billable hours.

How many freelancers make that much of an impression on you? 😉