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

Today I tackle refining copy for voice. One of the more subjective aspects of writing, voice can capture your reader’s attention or turn them off completely. The voice must match the audience and copy’s purpose. In this copy, we’re trying to be more conversational and informal, like an expert talking to someone new to the subject.