The problem is that things change fast and what was correct a week ago has now changed. It’s not good if you print thousands of brochures telling your customers to go to a web page that doesn’t exist or call the wrong phone number.

Today I’m proofreading a long document which includes lots of web addresses: I’ve found that some of them have changed, especially government ones, which are always changing.

Dates and prices are other details which need to be checked. Getting the right date but the wrong day (or vice versa) is common: always check a calendar. You’ll be glad you did when you get lots of people at your event or wish you had if you didn’t check it.

And, finally, proofreading ensures that your documents make sense. With so much text flying about, I give up if I can’t understand something because of the way it is written; many other people do too.

Even if you can’t wait to see the back of a document, make sure someone checks it before it goes to print or on the web. Apart from achieving your objectives more successfully, you’ll find yourself building a reputation for being a reliable source of information if everything you put out is accurate and up to date.

After yesterday’s blog, are you cutting your text down?

z2zine tomorrow: Too much to handle

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We regularly proofread material produced by companies, councils, universities, schools and other organisations, and frequently grind to a halt because we can’t understand something.

In novels or poems, writers sometimes aim to entertain through using language that is a challenge to understand. This is not the case for companies or organisations dealing with customers who need information fast and in an easy-to-understand format.

So when you read a brochure or letter where you have to stop, go back and re-read a sentence three times to figure out what the writer is trying to say, you know that something needs changing. Perhaps there’s a word missing, a plural noun with a singular verb or three sentences crammed together in one.

Rather than being there to annoy us, spelling, grammar and punctuation aim to make text easier to read and understand. They can also make reading and writing more enjoyable and more effective, especially for companies producing marketing material to sell their products and services.

Accuracy is also very important. Would it matter to you if you published an advert with one wrong digit in the postcode? Would it make any difference if a newspaper published the wrong date for an event you were holding? (This happened to me recently – it was the newspaper’s mistake.)

If we use the language tools available to us to make our material as easy to understand as possible and we check all details to make sure our material facts are correct, we do all we can to help our communications achieve the best results for business.

After our last blog, have you decided how well print and digital communications work for you?

z2zine tomorrow: What is there say about my business?

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It’s quite common for businesses and other organisations to have visual style guides, but the actual content is often forgotten until a proofreader points out all the inconsistencies.

A style guide can be as simple or as complex as you want: covering basics from always writing brand names in capitals – or not – to whether specific words are hyphenated.

Once simple rules are written down, it’s much easier to remember them when you come to write a word and think “company policy is to hyphenate this word” or “we write that with a capital”.

The result is greater consistency, more effective communication and less time spent ironing out inconsistencies every time you want to publish a brochure or web site content.

I don’t think it’s an excuse. What’s the point of a number if it’s wrong? How many feet have I got? Two or three? The whole point of numbers is that they are precise to a .000000000001 (or however many more zeros you care to insert).

I’m writing this after proofreading large documents for several large companies and identifying lots of typos and inconsistencies. Is that bad? No, that’s the whole point of proofreading. Often, the people producing a document will be too close to the words and will have edited them too many times to be able to spot mistakes. Designers are also under pressure to lay out documents without time to check them. By building proofreading into the production process, any errors or omissions can be spotted and corrected before publication.

So does it matter? Yes, if the price is shown as £50 instead of £500 or readers – your customers – can’t understand what you’re trying to say in your document.

Finally, it helps ensure some elegance in the writing. Awkward, artificially abrupt language can work well when used for effect, but if you want someone to understand something quickly and easily, simple and elegant language is recommended.

So the value of proofreading is in ensuring that your readers get accurate information and can understand what you’re trying to say.

Criterion, the singular form of the noun, means:

• a standard or principle used to judge something or make a decision

Criteria is the plural form of the noun. 

Return frequently for our A to Z of word and spelling tips plus copywriting and proofreading hints.

Don’t get tied up by the red tape of this B when tangling with a bureaucrat.

Bureaucrat – the noun can mean:

• official usually employed by a government or public body (especially one determined to stick as closely as possible to set procedures)

Bureaucracy – the noun can mean:

• over-complicated administrative procedures
• government dominated by state officials

Return frequently for our A to Z of spelling tips plus copywriting and proofreading hints.