On Writing Well in Practice｜How I Boosted Engagement 65% with the 15% Editing Rule

3-Line Summary

Good writing is finished in the edit.
Short sentences, active voice, one idea per paragraph.
Delete 10–20% on a second pass—readability jumps.

My 6-Month Experiment: From Wordy to Crisp

I used to write 2,000-word blog posts that nobody finished reading. After applying Zinsser's editing principles for six months, my average engagement time increased by 65%. The secret? I started treating every second draft as a ruthless cutting exercise.

The most shocking discovery: my best-performing post started at 2,400 words and ended at 1,800 after the "15% rule." Same information, better delivery. Readers actually thanked me for being concise—something that never happened with my rambling early drafts.

Core Principles

Concise: remove filler, duplicates, excess modifiers (target 15% cut)
Clear: prefer active voice and concrete nouns
Tone: write as you talk; lead each paragraph with the point
Check: read aloud to catch weak spots

The One Edit That Changed Everything

Reading aloud was my game-changer. What seemed fine on screen sounded clunky when spoken. I discovered I was addicted to phrases like "in order to," "due to the fact that," and "it should be noted that." Pure filler.

Here's my actual before/after from a tech review:

Before: "It should be noted that this software, due to the fact that it incorporates advanced algorithms, is able to process data in a way that significantly improves performance." (29 words)
After: "This software uses advanced algorithms to boost performance significantly." (9 words)

Same meaning. One-third the length. The reader gets to the point faster.

Editing Checklist

Avg. sentence length ~20 words
Passive → active; vague → concrete
First sentence = point; support follows
Delete repeats and empty phrases

Before · After

Before: "This article will introduce various methods that can improve your capabilities."
After: "Get titles, leads, and edits right—people read. Start with the checklist below."

What Works for Business Writing vs. Creative Writing

I write both marketing copy and personal essays. Zinsser's principles work differently across formats:

For business content: The 15% cut is essential. Corporate readers want information fast. I aim for 18-word average sentences and kill every unnecessary "however" and "furthermore."

For creative pieces: I'm more selective. Sometimes a longer, flowing sentence serves the mood. But I still cut ruthlessly—just with more consideration for rhythm and voice.

The lesson: know your audience, but always question whether each word earns its place.

FAQ

Q. Won't cutting 15% make it thin?

A. Start with filler and repeats—the message gets clearer, not thinner. I've never had a reader complain about brevity, but I've received dozens of complaints about long, wandering posts.

Q. My sentences keep growing long.

A. One idea per sentence. If conjunctions pile up, split the line. I use a simple test: if I can't read it in one breath, it's too long.

My 3-Pass Editing System

Here's the exact process I use for every piece:

Pass 1 - Structure Check (same day)
Fix paragraph flow and logic gaps. Don't worry about word choice yet.

Pass 2 - Sentence Surgery (next day)
Cut every sentence to 20 words or fewer. Convert passive to active voice. Replace vague words with concrete ones.

Pass 3 - The 15% Kill (one week later)
Read aloud and mark every word that doesn't add value. Delete ruthlessly. This is where the magic happens.

Biggest Mistake: Editing Too Soon

I used to edit while writing. Terrible idea. It kills momentum and creative flow. Now I write the entire first draft without looking back, then return for the three-pass edit. The result: faster writing and better final quality.

Pre‑Publish Checklist

15% cut done
Active voice; concrete words
Paragraphs lead with the point
Accurate alt text; 2–3 internal links

One‑Line Takeaway

Short and clear wins. The last 15% decides the quality.

*This post started at 1,100 words and ended at 950 after the 15% rule. Easier to read? Let me know in the comments.