How to Produce Error-free Brochures,
Catalogs and Annual Reports

A guide to proofing

By J.D. Solomon
JDS Strategic Communications

Part 2: How to improve the proofing process

In the first article in this two-part series, we discussed the players in the editorial review process. Here now are nine tips for improving the proofing process:

1. Take a scalpel to the document. After the first draft is completed, force yourself or the writer to cut it by 10 percent. (Use the word count feature as a measure.) Then try to cut it by 10 percent again. This process will help ensure that the writing is as concise and tight as possible.

2. Don’t rely on a spellchecker. They don’t correct commonly confused words (principle or principal), and they don’t catch mistakes in names and phone numbers.

3. Some things, like prices, phone numbers and proper nouns, just can’t be wrong. Job-loss words should be checked by at least two people, working independently. Each instance should be highlighted on the design comp, checked, confirmed and initialed by the reviewer.

4. Read your document backwards. The biggest problem for reviewers is focusing on the content instead of the words. By reading backwards, you force yourself to ignore content and read word-by-word.

5. Read your document aloud. Some mistakes that your eyes may miss, particularly in punctuation, will be picked up by your ears.

6. Co-edit. When you need to compare the designer’s comp against the writer’s copy, read one version to a colleague who is following on the other. Say punctuation marks aloud also.

7. Funny things happen in design. Just because it was right when it left your computer doesn’t mean there won’t be mistakes when it comes back from the designer. (And it probably wasn’t error-free when it left your computer anyway.)

8. Immediately prior to printing, get your document reviewed by someone who has never seen it. By this time, you and the primary reviewers will have seen the document so many times that they will not be able to notice mistakes that would be obvious to a new reader.

9. Abandon pride of authorship. No matter how proud you may be about a catchy phrase or a well-crafted sentence, be prepared to see it changed or deleted during the review process. Business documents are edited by committee, and – like the proverbial camel – the results are more often functional than attractive.