Dynamic Marketing Communiqué

SWEEP your target market off their feet with this “Marvel’s” copywriting and copy editing technique! [Monday: Marketing Marvels]

April 10, 2023

Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more.

A Note from Miles Everson:

Hi, everyone!

How are you? We hope you all enjoyed the weekend.

Let’s start the work week with motivation from our “Marketing Marvels.” Every Monday, we talk about outstanding individuals in business and marketing, and highlight their industry-related experiences, contributions, and insights.

Today, we’ll focus on one of the iconic content and copywriting hacks created by conversion copywriter Joanna Wiebe.

Continue reading to learn more about the “Seven Sweeps” in writing high-converting content or copies.

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels

Creative copywriting can sometimes be tricky to assemble. It has to capture the voice of your target market and make them thirsty for more information.

Do you want to know how to create copy or content that sells like hotcakes?

If so, let’s dive into the copywriting world of Joanna Wiebe!

Photo from Podia

Wiebe is a conversion copywriter and the founder of copywriting websites 
CopyHackers and Airstory.co. In a past “Marketing Marvels” article, we talked about her humble beginnings, educational background, and how she became a copywriter who makes words count, both in dollars and in sense.

Today, we’ll highlight another one of her copywriting tips and tricks. Any guesses on what this is?

The “Seven Sweeps!”

—a tool made up of 7 essential “sweeps” that’ll take a writer or marketer’s copywriting and copy editing skills to the next level. By “sweeps,” Wiebe means quickly reading copy from top to bottom to find inconsistencies based on the 7 elements.

While the technique is widely used in copy editing, Wiebe says it is also applicable to any type of writing. This means you can use these sweeps to write engaging Facebook posts, emails, etc.

Let’s discuss them one by one:

  • Clarity Sweep“Is the message clear?” According to Wiebe, there are times when your copy could sound confusing. If the person proofreading your draft doesn’t get your message immediately, chances are your readers won’t get it also. So, make sure your words, sentences, and overall messaging are clear for your target audience. 
  • Voice and Tone Sweep“Is the voice and tone on-point?” Wiebe says your vocabulary, tone, and cadence determine whether your copy sounds on-brand or not. Here, it’s important to know the nature of your business to actually sound like your brand and NOT your competitor’s brand. 
  • So What Sweep“Why is this important?” This is also known as the benefit or value sweep. Wiebe states when talking about your offering’s advantages, it’s important to ask yourself “so what?” afterwards. This helps tie every line of your copy to the outcome your readers want. 
  • Prove It Sweep“Are testimonials, quotes, and case studies proving your claims?” According to Wiebe, this sweep shows you actually know what you’re doing and promoting. 
  • Specificity Sweep“Where can the content be more specific?” Wiebe states this is where you get down to the nitty gritties and remove fillers like “really,” “very,” etc. Example: “More sales” can have different interpretations but “12% more sales in less than 6 months” is specific. 
  • Heightened Emotion Sweep“Will the content connect with readers’ emotions?” Wiebe says in this sweep, the goal is to help people visualize, emphasize, or feel something that takes them a step closer to your desired action. 
  • Zero Risk Sweep“Now that readers believe you, what can they do next that involves zero risk?” According to Wiebe, the key here is to sweep your copy for words that sound tedious—those that make readers feel like they need to do something burdensome to achieve an outcome. Including a risk-reversal guarantee like money-back, refunds, etc. is also good practice. 

Disclaimer: Not all 7 sweeps are applicable to all types of copy because these techniques are usually used when writing long content. However, it doesn’t hurt to go through some of these sweeps too when you’re just writing a few sentences or paragraphs.

Use these 7 sweeps to craft high-converting marketing copy or content for your brand!

Overall, Wiebe’s “Seven Sweeps” tool provides a comprehensive approach to copywriting and copy editing. By following this approach, you’ll craft copy that’s well-structured, persuasive, and optimized for conversions.

So, what are you waiting for? Practice refining your craft with the help of Wiebe’s “Seven Sweeps!”

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)

About The Dynamic Marketing Communiqué’s
“Monday Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy.

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole.

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success.

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators.

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful.

Stay tuned for next week’s Monday Marketing Marvels!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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