Back in the 80s, before the digital age, we printed thousands and thousands of brochures—mailing them to prospects; toting them to tradeshows. Today, it’s pretty easy to correct a typo on a digital brochure; not so in the 80s. I recall signing my name on final brochure artwork only to receive thousands of printed pieces peppered with errors. Recalling that there was just a couple of corrections to the final artwork, I asked the creative agency how this could have happened. Their file was corrupt, so they had to re-produce the entire brochure, which they then sent to me to approve. It was my responsibility because I just looked for the couple of corrections that I had expected. [Hard] lesson learned.
The message in this story is to always re-read final content—from top to bottom—before you approve it (and be thankful you’re now working in the digital age).
Here are proofreading tips for marketing professionals.
marketing communications consultant, marketing communications consultant Ottawa, marketing communications plan, marcom plan, marketing tactics, website planning, event planning, copywriting, Irene Crosby, Target Insight Marketing Communications