Ever wonder what choices copywriters make to improve their writing? This "think-aloud" video series provides insights into the editing process. 

Today it’s about grouping similar ideas together. We want logic when we read copy. If we’re writing about transmissions, we don’t switch to power steering and back to transmissions. Each section and sentence should logically lead into the next. When it doesn’t, we use headers and transitions to indicate change.

This example rearranges sentences to improve the logical flow of the copy section.