Avionics News June 2016 - 46

THE

series

MARKETER'S
TIP SHEET

B Y

P A T R I C I A

L U E B K E

Proofreading

Spellcheck isn't enough in the
high- steaks stakes world of marketing

T

his month, we're going to learn to be better
where I didn't notice the misspelling of "claims." The
proofreaders. No. Stop. Come back. Don't turn
sentence read something like, "We'll handle your clams
that page.
promptly." It still makes me wince, but the second
I know proofreading isn't a glamorous topic, but I'd
mistake was worse.
like to meet the marketer who
I also proofed a news release for
hasn't wanted to crawl under
a public relations agency where the
his or her desk when the boxes
company name was spelled wrong,
RATHER
THAN
of shiny, new, expensive sales
not once, but consistently throughout
THINKING OF
brochures arrived from the printer
the release. I know - unforgivable.
only to find a glaring mistake. I
But the agency missed it, too. We
PROOFREADING
know I have. So keep reading.
only knew our mistake when a
AS A LOW-LEVEL
The tips here might save your day
friendly journalist called to report,
TASK, THINK OF
- or maybe even save your job.
"Gee, all these years, we've been
THE PROCESS AS AN
I've proofread everything
spelling your company name wrong."
INVESTMENT
from three-word ads to 100-page
We had a quick, painful
annual reports and full-length
conference and the agency
IN THE SUCCESS
books, and I admit I like it. To
professional and I decided to simply
OF YOUR
me, proofreading is like working
resend the corrected release with no
MARKETING
a word puzzle. I like finding the
explanation other than to replace the
hidden mistakes. That's not to say
original with this second version.
I'm a perfect proofreader; no one is.
You can imagine how difficult
Two of my mistakes are burned into my mind.
it was for me to press "send" that second time. We
The first was a brochure for an insurance company
thought admitting the mistake just made it worse. That

.

46

avionics news

*

june

2016



Table of Contents for the Digital Edition of Avionics News June 2016

No label
Avionics News June 2016 - Intro
Avionics News June 2016 - Cover1
Avionics News June 2016 - Cover2
Avionics News June 2016 - No label
Avionics News June 2016 - 2
Avionics News June 2016 - 3
Avionics News June 2016 - 4
Avionics News June 2016 - 5
Avionics News June 2016 - 6
Avionics News June 2016 - 7
Avionics News June 2016 - 8
Avionics News June 2016 - 9
Avionics News June 2016 - 10
Avionics News June 2016 - 11
Avionics News June 2016 - 12
Avionics News June 2016 - 13
Avionics News June 2016 - 14
Avionics News June 2016 - 15
Avionics News June 2016 - 16
Avionics News June 2016 - 17
Avionics News June 2016 - 18
Avionics News June 2016 - 19
Avionics News June 2016 - 20
Avionics News June 2016 - 21
Avionics News June 2016 - 22
Avionics News June 2016 - 23
Avionics News June 2016 - 24
Avionics News June 2016 - 25
Avionics News June 2016 - 26
Avionics News June 2016 - 27
Avionics News June 2016 - 28
Avionics News June 2016 - 29
Avionics News June 2016 - 30
Avionics News June 2016 - 31
Avionics News June 2016 - 32
Avionics News June 2016 - 33
Avionics News June 2016 - 34
Avionics News June 2016 - 35
Avionics News June 2016 - 36
Avionics News June 2016 - 37
Avionics News June 2016 - 38
Avionics News June 2016 - 39
Avionics News June 2016 - 40
Avionics News June 2016 - 41
Avionics News June 2016 - 42
Avionics News June 2016 - 43
Avionics News June 2016 - 44
Avionics News June 2016 - 45
Avionics News June 2016 - 46
Avionics News June 2016 - 47
Avionics News June 2016 - 48
Avionics News June 2016 - 49
Avionics News June 2016 - 50
Avionics News June 2016 - 51
Avionics News June 2016 - 52
Avionics News June 2016 - 53
Avionics News June 2016 - 54
Avionics News June 2016 - 55
Avionics News June 2016 - 56
Avionics News June 2016 - 57
Avionics News June 2016 - 58
Avionics News June 2016 - 59
Avionics News June 2016 - 60
Avionics News June 2016 - 61
Avionics News June 2016 - 62
Avionics News June 2016 - 63
Avionics News June 2016 - 64
Avionics News June 2016 - 65
Avionics News June 2016 - 66
Avionics News June 2016 - 67
Avionics News June 2016 - 68
Avionics News June 2016 - 69
Avionics News June 2016 - 70
Avionics News June 2016 - 71
Avionics News June 2016 - 72
Avionics News June 2016 - Cover3
Avionics News June 2016 - Cover4
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http://www.brightcopy.net/allen/avne/56-11
http://www.brightcopy.net/allen/avne/56-10
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http://www.brightcopy.net/allen/avne/56-1
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http://www.brightcopy.net/allen/avne/55-11
http://www.brightcopy.net/allen/avne/55-10
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http://www.brightcopy.net/allen/avne/52-10
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http://www.brightcopy.net/allen/avne/52-8
https://www.nxtbook.com/allen/avne/52-7
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https://www.nxtbook.com/allen/avne/51-12
https://www.nxtbook.com/allen/avne/51-11
https://www.nxtbook.com/allen/avne/51-10
https://www.nxtbook.com/allen/avne/51-9
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https://www.nxtbook.com/allen/avne/51-7
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