(This blog is from my ezine “Concise Marketing Advice.” If you like it, subscribe it, via the sign-up box in the left upper sidebar of this web page.
Errors, omissions, and typos on web sites, ezines, and social media profiles cause embarrassment at the least and lost customers, at the most. A few errors I have seen include:
- “To-Do” written as “Do-Do.”
- Grammar and missing words such as: “When you subscribed to this newsletter will have received two articles on the keys to self confidence. If you’d like them resending, let me know.”
- Business web sites with no contact information, email address, telephone number or mailing address.
Avoid Multi-Task Reviews: Keep It Simple
Multi-task reviewing means you’re attempting to find and correct several different types of “mistakes” all in one pass. Mistakes include problems with organization, grammar, spelling, and factual accuracy.
Instead tightly focus your attention. Increase the likelihood of finding errors by evaluating the copy for only one “aspect” at a time.
An Example: Organizational Copy Review
Read and evaluate the whole piece in regards to topic order. If you find anything, rework the copy until it’s what you want. And then check the accuracy of the information (Step 2). That way, you don’t proofread copy you’re not using.
Four Step Copy Review Process
A) Proofread and edit for one “aspect” of the copy at a time.
- Organization: Does the topic order make it easy for the reader “get it?”
- Accuracy: Is the information correct? Double-check names, mailing and email addresses, telephone numbers, and event times, dates and locations.
- Grammar, Punctuation & Readability: Shorten long sentences, scrutinize confusing words (i.e., principle vs principal, and terms associated with your industry and work). Review comma, colon and semicolon usage, etc.
- Spelling: Assume your word processing program catches 70% of all spelling errors and act accordingly.
B) Repeat: Catch any errors you may have introduced during reviewing and editing by completing the process at least twice.
Unfortunately, no process is perfect. Taking the time and effort to complete these steps however, can save you significant hassle, embarrassment and back pedaling.
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