GUEST ARTICLE > by Kathy Sharpe
So, you’ve planned your document, spent time gathering content, found some perfect images, and laid it out beautifully. Now comes the laborious part.
Proofreading.
Although word-nerds like me get a thrill at discovering a rogue letter in a sentence that no one else has spotted, most people find proofing THE WORST part of producing marketing materials.
Proofreading is often the stage in the design process that gets referred to glibly; the annoying stage between being creative and being printed. It’s the nagging parent in the room when you don’t want to do your homework.
Even the most ardent of grammar-police loathers must admit that reading a brochure with accidental Lorem Ipsum placeholder text is crazy, given all the other time, effort, and cost involved.
With that in mind, here are my top 10 tips for proofreading like a pro and turning your work from meh to masterpiece:
Kathy is an experienced communications professional with over 20 years in PR and marketing across education, arts, and public sectors. With an MPhil from Birmingham, she has led award-winning campaigns, managed corporate communications teams, and collaborated with senior stakeholders, HR, and support services, transitioning successfully to freelancing.
1 – Find somewhere quiet
Concentrating on one narrative is hard enough before you add in the distraction of song lyrics or office chat. Allocate time to lock yourself away somewhere quiet.
2 – Give yourself enough time
It’s easy to underestimate how long proofreading takes. Make sure you don’t end up proofing the first half of a text like a ninja but the second half like a guy running in flip-flops as you hit a print deadline!
3 – Use some online tools
There are some useful apps and software for grammar and proofreading when used in conjunction with your own eyes – like Scribbr, Grammarly, or ProWritingAid for creative text.
4 – Print off a hard copy
When I proofread for clients, I always get a hard copy printed. It may not be very environmentally friendly, but it’s better than binning 1,000 brochures full of errors. Laying out pages makes spotting inconsistencies far easier.
5 – Read it aloud
Whether it’s to yourself or others, reading out loud can give you a better idea of how sentences sound. If you have the text as a Word document prior to design, the Microsoft ‘Read Aloud’ tool can also be helpful too.
6 – Work backwards and upside-down
Sounds crazy, but it’s an effective technique. Read sections backwards for spellings. That way your brain reads what’s actually there, not what you expect. Likewise, turn it upside-down to check typology as mismatched fonts are easier to see.
7 – Cover up sections
Using a ruler or a blank piece of paper to cover sections as you work can hide distractions and keep you focused. If you work line by line, it helps your mind to stay on track as you move through the document.
8 – Double-check stats and facts
How many times have we all seen things advertised with incorrect dates or prices? Like an event promoted as Saturday 13 March... when it’s really a Sunday. Check a diary. Google spelling. Email organisers. Details count.
9 – Proof several times
Each time, check for different things. It’s easier to spot anomalies if you focus on one thing at a time, such as typefaces. We all become numb to what’s in front of us, so come back when your mind and eyes are sharper.
10 – Share the load
Don’t be the only set of eyes on a document. Even a great proofreader can overlook slip-ups, especially if they’ve written the copy themselves. Familiarity breeds complacency, so ask others to check proofs too.
* yes, I did proofread this article, but I take no responsibility for any errors.
This guest article was written by the wonderful Kathy Sharpe - friend of Cubby, excellent and recommended copywriter, and all-round good egg.
