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How I Edit Viral Content as a LinkedIn Ghostwriter (5-Step System)
Turn your messy first draft into a masterpiece.
So you’ve written your content.
You’ve spent hours on it.
But something feels off.
It’s not bad, but deep down you know something's not quite right.
So, how can you sharpen it?
You hear people talking about “editing,” but… isn’t that just writing?
What’s the difference?
Where Most Founders Struggle
Most people think writing = editing.
But the truth?
Writing is about getting ideas down.
Editing is about making them irresistible.
When you write, you let everything spill onto the page, you're in a "flow state."
This uses the creative part of your brain.
Editing on the other hand, uses the analytical part of the brain.
Trying to do both at the same time is like driving a car at 80mph, then slamming it in reverse.
Without a proper editing system, you’ll always feel stuck with:
• Never-ending rewrites
• Clunky, confusing sentences
• Content that doesn’t hit as hard as it should
I've had my fair share of these.
You know when you read a post and think:
“Damn, this is smooth.”
It's not luck.
It’s editing.
And when you don't create the same effect for your writing:
• People skim past it
• The algorithm buries it
• Your ideas don’t get the attention they deserve
It's Not Optional
Editing isn’t just an extra step.
It’s the difference between being forgotten and being followed.
If you skip the editing phase, you’ll stay stuck in the content graveyard.
Missing out on:
• Reach
• Traction
• Engagement
Even with the best ideas, fluffy editing can make them feel flat.
The founders and thought leaders who win?
• They trim
• They slice
• They refine
They give the blade to every word that absolutely, positively, definitely, certainly doesn't need to be there.
(See what I did there?)
The Broken Feedback Loop
The worst part?
When your content isn’t clear, people don’t even tell you why they ignored it.
They just move on.
No feedback. No second chances. Just silence.
You could have the best insights in your niche.
But if you don’t package them up, they won’t reach the people who need them.
A Superior Approach
The good news?
Editing isn’t magic.
It's not something you're born with.
It’s a skill.
And like any skill, there’s a system to master it.
How am I so sure?
Because I used to suck at editing.
I mean, I used to suck at writing in general.
(I still look back at my first few posts whenever I feel like having a good laugh)
My first ever business card...
"Marketing Expert"
"Transcend boundaries"
"Drive exponential business growth"
Really... what does any of this even mean?
Who did I think I was?
A smart ass.
That's who.
A smart ass who broke the first rule of persuasive writing:
Be clear, not clever.
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It took me hundreds of failures (like the business card you just saw), but it won't for you.
One thing I've learned...
Great content has 2 clear stages:
• Getting your ideas down
• Shaping them into art
And I’ve built a 5-step process that'll help you do exactly that.
But first, here's what to avoid.
Common Editing Mistakes
Mistake #1: Editing while writing
This slows you down and kills momentum.
Keep them separate.
Mistake #2: Skipping the structure check
A post that looks messy reads messy.
Mistake #3: Not simplifying enough
Clarity beats cleverness every time.
Mistake #4: Beating around the bush
Confidence makes writing powerful.
Now, let's get to work.
The Editor's Operating System
Every time you write content, run it through this quality control system.
#1 Keep Your Promise
Does the body (where the "value" goes) of your post keep the promise you made in your headline/hook?
If you’ve promised the reader “7 lessons I learned the hard way about X”, you best believe they’re expecting “7 lessons I learned the hard way about X”.
Readers don't like clickbait.
And when you don't deliver on your promise, that's exactly what you're posting. Clickbait.
Action Steps:
Step 1: Get clear on your promise
“What am I promising the reader?”
Is it 7 tips, 3 lessons, 4 mistakes, or a 5-step plan?
Step 2: Match your subheaders to your header (or hook)
Have you promised tips?
Your sub-headers should be organized tip by tip.
Promised a framework?
Your sub-headers should be the names of each step in the framework.
Example:
I promise steps in this hook.
Then I provide those steps.
#2 Laying the foundations
Are your foundations secure?
By foundations, I mean your:
- Spacing
- Line breaks
- Sentence lengths
- Overall writing structure
It’s much easier to cut, swap, and upgrade your furniture when you’ve already built the house.
Action Steps:
Step 1: Soundcheck
Highlight all text. Use the “text-to-voice” feature to have your draft spoken to you.
Listen out for ugly, clunky sentences.
Make any necessary changes.
For Apple Macs:
- Highlight your text
- Press Option + Esc
For other computers:
Step 2: Add line breaks
Keep plenty of white space throughout your work.
Remember:
People don’t read, they scan.
Plenty of white space = scannable.
Help your readers slide down the page.
Step 3: Vary sentence lengths
Keep your content exciting by switching up your sentence lengths.
Write a 15-word sentence. Follow it with a 3-word sentence. Then a 10-word sentence. Then a single word.
Read this for a masterclass in writing:
Step 4: Ask rhetorical questions
Ask thought-provoking questions like you’re in the room with your readers (having a real conversation with them).
This will make your content 100x more engaging.
Example:
#3 Are you talking in your customer's language?
Most creators/founders make their content too fancy.
They try to sound smart to impress their readers.
They want to be seen as intellectuals.
The truth?
It doesn’t impress. It confuses.
Clever is the enemy.
Focus on clarity, not cuteness.
Action Steps:
Step 1: Read your work and find any complex industry jargon
Remember my old business card?
It's chock full of vague industry jargon.
Instead of "help you transcend boundaries and drive exponential business growth", I should've said:
"We'll write, launch & scale your Facebook ads so you can book an extra 10-15 sales calls every week."
Which is best?
(PS - this was a long time ago, I don't run Facebook ads anymore).
Step 2: Use entry-level language
Use the Hemingway app to simplify your writing.
It will be your personal writing assistant.
Use it to rewrite your work until it’s at a 4th or 5th grade reading-level.
Step 3: Does it make sense?
What makes sense to you, might not make sense to your readers.
Remember, you are the expert.
Ask yourself:
“If somebody knew nothing about my industry, could they read this piece of content and still understand it?”
Rewrite until your answer is yes.
#4 Sharpen Your Work
Now for the fun part.
Cut, swap, upgrade.
Action Steps:
Step 1: Adverbs
Ditch the Adverbs.
Adverbs = lazy writing.
Use rock-solid verbs instead.
Only use adverbs for emphasis when you need to.
Let your verbs do the heavy lifting
Strong verbs = strong writing.
Example:
Replace “walked quickly” with “rushed."
Step 2: Comparison words
Avoid using too many comparison words.
- Better
- Faster
- Cheaper
- Smarter
- Slimmer
- Smaller
- Bigger
You'll make readers subconsciously think:
"Bigger than what?"
Comparison words put people in a comparison mindset.
Instead, make your writing incomparable.
Make it clear, concrete & definitive.
Step 3: Contractions
You're not writing an essay for your English exam.
You're writing to your audience.
Use contractions:
- You are ➝ You're
- We are ➝ We're
- It is ➝ It's
Your goal?
Help your reader slide down the page.
Step 5: Tiny word chunks
Tiny word chunks destroy your flow.
- Delete every “it is that” or “and so” or "if it is"
- Read aloud to catch clunky sections
Chunks to remove:
- If it is
- As it is
- Is it so
- It is on
- It is so
Cut them all.
Example:
"As it is" ➝ "Now"
Good writing feels effortless to read.
Step 6: Last word = most important
Finish Strong.
The last word of the sentence is your money-maker.
Close with an emotional wrecking ball.
Example:
I've just done it.
"Money-maker"
"Wrecking-ball"
Step 7: “I think/I believe”
I think, I believe, I feel.
Cut them.
You're the author, so it's self-explanatory that "you think" the words you're writing.
Make sense?
No need to hedge, say the damn thing!
Conviction builds authority.
You’ll win your readers over.
Universal rule:
The fewer words you speak, the more weight they carry.
Guess what?
The fewer words you write, the more weight they carry, too.
Step 8: Cut ruthlessly
Every word should earn its place.
If the word doesn’t need to be there, it’s working against you.
Keep cutting until you reach this point:
“If I remove another word, this sentence won’t make sense”
Step 9: Sleep on it
I always edit my work the next day.
I promise you, sleeping on it helps you edit like a 1960's copywriter from Madison Avenue.
The words you thought you really needed yesterday, seem unnecessary today.
Write your first draft, close the tab.
Move onto another task.
Come back the next day with a clear mind and fresh perspective.
Having Doubts?
You're not alone.
“What if I don’t have time to edit?”
You don’t have time not to.
Editing is what makes your content work.
Bite the bullet.
“I’m not a professional writer, do I really need this?”
Yes. Clarity doesn't just apply to "writers."
It applies to every founder who promotes themselves & their business online.
Editing is for those who want to be read & heard.
“What if I’m already a good writer?”
Great writers aren’t born, they learn how to edit.
Editing separates the boys from the men, and the girls from the women.
That's it for today's Writing Protocol
If you read my last few emails, you'll know I just launched my latest project.
What's Inside?
A total of 20 value-packed modules.
253 pages of frameworks, playbooks, and systems.
Accompanied by 5 custom-built Notion systems.
Anyway, that's all from me.
Keep creating, testing, and refining.
I'll see you in a few days.
