It may feel like you’ve done the job when you have finished writing a piece of copy, but if you haven’t edited it, redrafted and edited it again, proofread and reproofed, you’re only half way there.
I saw the angel in the marble and carved until I set him free.
There are two phases to creating a piece of copy: the writing stage and the editing stage. They should be separate.
Editing means taking your first draft and refining it until it really works as a quality piece of content that will do the job you need it to. It is the process that ensures your material has the right structure: introduction, main body, and summary or conclusion. It is your “sense check” to eliminate repetition, hyperbole, ...