Anyone can write copy that survives the first read. The first read is fast, generous, half-skimmed on a phone — it forgives almost everything. The sale falls apart on the second read: the one where your prospect comes back an hour later, defences up, looking for a reason to say no.

The second read is a stress test

On the second read, adjectives collapse. "Effortless", "seamless", "powerful" — the reader doesn't feel them twice. What survives is anything with weight: a number, a mechanism, a named customer, a specific bad day the product prevents. That's why the strongest line in most of my drafts is usually the least decorated one.

"Adjectives get you the first read. Evidence gets you the reply."

So when I edit, I do the second read on purpose. Same copy, next morning, phone in hand, pretending I'm busy and mildly annoyed — because that's exactly who's reading it.

Steal the checklist

Cut every claim you can't back within one sentence. Replace one adjective per paragraph with a fact. Read the call-to-action as if you've already been interrupted twice. If it still earns the click, ship it.