Copy editing and soul sucking

Seth Godin writes today about how "good" copy editing can suck the soul out of what you've written.

By sanding off every edge, removing every idiom, making each and every fact literally correct, she made it boring and dry and mechanical.

Next time you're writing copy for a brochure, remember this. Writing a brochure by committee is never a good idea. Just once, try correcting the typos and leaving everything else alone. You might be amazed at how much better the final product works.