this simple cleanup often encourages more buds rather than letting the plant coast into seed production.
Do not turn this into a major haircut. You are not trying to reshape the whole plant. You are simply removing the spent bloom and a short section of stem, usually 4 to 8 inches, unless that stem is clearly weak or damaged. If your family likes the fluffy seedheads later in the season, you can always leave a few on. I usually do that toward fall, but in August I mostly prioritize flowers