Proof Your Copy
It may seem like a no-brainer that your copy needs to be proofread. Yet it's amazing how many promotional pieces are published that are riddled with errors. (The polite term is typos, but there's no doubt about it that these are blunders.) Like everything else in your copy, an error communicates a message, but certainly not a very persuasive one. Rather than promoting the product or service, a misspelled word or grammatical goof up says to the reader that the company is careless.
Proofing your copy is more than just reading it over to make sure all the words are spelled correctly. (Although this is a very good start!) Proofing is a strategic exercise to make sure that the spelling, punctuation, and grammar are consistent with the overall sales message you want to convey. Think of it as similar to writing a resume. Do you really stand a chance of getting the job if you put down that you have a bacheler's degree when you meant bachelor's degree?
Never be the sole proofreader of your copy. Always have someone else check for errors as well. Why? Because you are so familiar with the text that your eyes will skip over even the most obvious mistakes. You'll swear you read “You're”, only to find out later on — perhaps after the piece is published — that “Your” is a typo.
You might think that with so many people reviewing and proofing the copy it's almost impossible for an error to sneak past. Think again. An advertisement for a major restaurant once had the headline: “Whose Hungry?” That little ditty managed to get past the marketing department, ad agency, and the folks at the magazine who published the ad!
Before this book covers the specifics of proofing your copy's spelling, punctuation, and grammar, here are some important overall tips.
Don't Proofread on the Computer Screen
Not only is it difficult to see your mistakes, but you're so used to seeing your copy in this way that you won't notice even the most obvious errors. Instead, print the copy and proofread it on paper. This will give you a fresh perspective. You'll be surprised how many typos seemingly jump off the page.
Proofread Everything, Not Just the Main Points
Start with the headline and check all the text right to the end of the document, including contact information and phone numbers. Surprisingly, many writers neglect to proofread headlines. Not surprisingly, this is a common area where typos occur.
Pay Close Attention to Numbers
Just about anything with a number in it is not only prone to errors, but it is also often overlooked during proofreading. Imagine getting a phone number wrong. That would torpedo your whole campaign. Even a decimal point in the wrong place can be catastrophic. Is the filter on the home water purifier you're writing about rated 2.10 microns or 21.0 microns? The first will get you the sale. The second will have people going thirsty rather than drink water filtered by your product.
