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Proofreaders take a kind of oath of faith to the English language. Most of us regard it with love and respect. A misplaced comma or spelling error is as much an eyesore to a proofreader as it must be to a veteran catching sight of a torn and dirty flag.
With the growing number of social and marketing platforms available today, there’s no doubt that the English language has taken a backseat to messaging.
The Victorians would have been appalled. “You” has become “u,” “to” has become “2.” One can’t forget the bevy of grammatical errors (in some cases, a complete absence of punctuation) and the merging and manipulation of words that creep in as well. With the language constantly evolving, what’s a proofreader to do?
Here are a few pointers from an agency proofreader:
1. Run spell check. This might sound like a no-brainer, but the spell check function comes in handy when you’re facing a full page of text (think terms and conditions). It might not catch “hat” when what you mean is “that,” but it relieves part of the burden. Of course, be sure to manually proof the document as well. Trust, but verify.
2. Be consistent. If you treat “website” as a single word, make sure it appears as such throughout the document. If a product or program name is bold and italicized, it should receive the same treatment with each mention.
3. Use single spaces between sentences. Double spaces between sentences are a godsend for students trying to write a 5-page essay. But in the real world, they’re gaping holes on a page.
4. Speaking of gaping holes… When you’re on a roll and deep into proofing, it’s easy to sweep past a missing word in a sentence. It’s natural to mentally fill in the gap as you’re reading, but this can trick your mind into thinking the missing word is actually on the page. My advice: slow down and read syllable by syllable.
5. Pay attention to subject/verb agreement. As with missing words, grammar mistakes are not always as obvious to a reader as spelling mistakes. Pay extra attention to subject/verb agreement, as it’s the most commonly overlooked rule.
6. Know your language. By which I mean, know whether you’re expected to proof American English or Universal English. There’s a difference, and it goes beyond “color” versus “colour.” If your targeted audience is outside the U.S., they might expect you to use single quotes instead of double, or refrain from using periods when abbreviating Mr or Mrs. They might expect you to spell enroll enrol, or toward towards. Acknowledging these small differences not only asserts your engagement in the language, but might also earn brownie points for reinforcing your global presence.
a. The same can be said for new words. As silly as “smartphone” sounds, it is a word. Most dictionaries agree, though you might have trouble finding words like “yolo.” Wait for it. It’ll happen soon enough.
7. Know your audience. When you consider the major aspects of marketing—region, demographics, and industry—it’s clear that a company must communicate in a way that best represents its product or service. What does this mean for the proofreader? If your brand favors a more relaxed kind of messaging, you might be asked to do a light proof. You might have to make peace with headlines without end punctuation, or overlook ampersands and fragment sentences. In any case, it never hurts to ask what’s expected.
8. Read it again. That is, if you have the time. Sometimes a second pass is needed to register a problem, especially if you’ve been hunching over a text-heavy document for hours (your nose just inches away from your desk) and all the blood has rushed from your brain.
9. Give your eyes a break. I realize this counters my last suggestion, but it’s an important one. Walk to the water cooler if you need to. Check your email. Do whatever you need to do to restore your clarity (or sanity, depending on what you’re proofing), because nothing is worse then a misspelled word or a misplaced, comma.
The proofreader has a great responsibility. One mistake can unravel an entire project, including the artwork and concept connected to it. My last bit of advice: keep an updated dictionary and guidebook at your side for when you need the extra help.
To learn more about how Jacobs & Clevenger works to improve the effectiveness of our clients’ marketing programs, be sure to check out the portfolio section of our website.
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