make-content-two-pass-edit

1# Edit, check, edit
2 
3Run on every fresh draft, refresh redline and repurposed set. The full checklists are in `../make-content/references/editing.md`.
4 
51. **Substance pass.** Write four answers into the edit note:
6   - the thesis in one arguable sentence;
7   - the swap test (pass, or what fails);
8   - the fakes removed;
9   - whether the CTA matches the intent.
10 
11   Run the rest of Pass 1 (so-what, proof density, skeptic, order, hedging) as checks. Fix what fails without writing it up.
122. **Claims check:** the shared claims gate (the `claims-gate` skill, `../claims-gate/SKILL.md`) for brand claims, plus `../make-content/references/fact-rules.md` for world facts, competitor facts, stories, sensitive topics and third-party rights. When the piece is sponsored, affiliate, gifted or a creator collaboration, also load `../ad-policy-check/disclosure.md` (in the `ad-policy-check` skill) and apply it (disclosure in the piece itself, before "more"). It cuts and softens lines, which leaves gaps.
133. **Readability pass** on the post-cut text: smooth the gaps, headline, lede, H2s as claims, scannability, ending. Then **voice match** against the best voice sample available, in this order:
14   1. the named author's voice card (bylined pieces);
15   2. the saved company blog guide `brand/voices/blog-<brand-slug>.md` for company blog/article work (apply its rules and bans; keep any provisional status);
16   3. the kit’s voice example lines;
17   4. the brand's own post captions (`brand_read organic`);
18…