The Art of Business: Catch Those Errors Before They Catch You
An incorrect date, a misspelled email address, a transposed number — one simple error in a brochure, headline, or annual report can do a lot of damage. Many such errors will come to you from your client, and others may creep in during design and layout. Either way, consider yourself the last line of defense in spotting copy errors — even if it’s not your job. Your fanaticism will be well-rewarded with client loyalty.
Proofreading is an essential part of the publishing process, and truth be told, the burden should not fall on your shoulders; proofreading duties should be carried out by the client’s editorial partners. But as we know, that’s not always the case. And rather than a burden, consider proofreading another value-added service you can provide.
Web designers have the obvious advantage, since it’s easier to remedy online mistakes. But when you’re ordering 25,000 color print pieces, there better not be any copy mistakes, or someone will take the blame. You’re as good a scapegoat as any.
Here are a few tips for better proofreading:
Proof in three stages. Proofreading a document once will help you catch a few errors, but not all. Instead, proofread three times, with a different intent each time. First, start with spelling, punctuation, and formatting errors — the kinds of things you were taught in school. Proof even if the copy comes fairly clean from a reliable source. Second, double-check basic information:
- Dates
- Figures
- Sums in columns of numbers
- Names of people, products, or organizations
- URLs, email addresses, telephone numbers, addresses, and zip codes
Third, proofread again to make sure you didn’t introduce any errors while making corrections. Go through the three-step process after every approval stage, from comps to final prepress proof.
Proof until publication. Errors are often introduced at the last minute when everyone is rushing to finish. Be uncompromising in your proofreading until the moment the publication goes to print.
Pass it around. It’s difficult to catch errors when you’ve been working with a project for some time. So here’s the rule of thumb: “If you create it, don’t read it.” Instead, ask someone else to proofread it for you, or better yet, ask two or three people.
Forget computer spelling and grammar software. These tools may catch some problems, but they can miss crucial errors and even provide erroneous grammatical and spelling suggestions. You can start with these tools, but don’t rely on them.
Strive for consistency. Is it “10” or “ten?” “Calif.” or “CA?” Ask for your client’s preferred usage, but if they don’t have one, help them choose either the Chicago Manual of Style or the Associated Press Style Guide.
Use proper proofreading marks. They look cryptic at first, but there are really only a few proofreading marks you’ll use repeatedly (Figure 1). Introduce these into your proofreading process so everyone is on the same page, so to speak. For a list of common marks, go to https://www.colorado.edu/Publications/styleguide/symbols.html.
Figure 1. A sampling of common proofreading marks.
When making changes to a proof, use a permanent marker or pen in a color that has not already been used by the printer. Stay away from sticky notes that can fall off; instead, mark directly on the proof outside the image area or on notes taped securely where they don’t obscure anything. Include a hard copy of all replacement pages along with appropriate electronic files.
Proof hard copy. You can proof directly on your monitor, a method that can be of great assistance because you can zoom all around and move quickly. On the other hand, there’s just something about hard copy that helps you spot discrepancies and errors. As much as is possible, proof on paper printouts.
Proof in quiet. Proofreading requires focus. Turn off the phone, step away from email, and find a quiet place to work. You may even enjoy the quiet time.
Proof Is in the pudding
It may be true that proofing is no fun, but it’s more enjoyable than dealing with an irate client facing the loss of cash, time, or prestige.
Writers, editors, and product managers all have a stake in an error-free publication. Here’s how to get everyone involved:
- During a project meeting, reiterate the need for everyone’s help, set up proofing procedures, and review proofreading basics, if necessary.
- Improve lines of communications between content providers, editors, and designers.
- Add time in the project schedule and project bid for proofing.
- Adjust workflow so there’s time for proofing.
- Fine-tune the proofreading process.
The more you proofread, the better you’ll become. More importantly, you’ll have one more skill to distinguish you from the competition, a skill that will help to keep your clients coming back.
This article was last modified on December 14, 2022
This article was first published on November 29, 2006
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