Avionics News June 2016 - 48

MARKETER'S TIP SHEET

Continued from page 47

Be especially careful with captions. So
much can go wrong here - wrong and misspelled names
or people identified in the wrong order. Often, designers
and art directors hand-type captions, so they become
fertile ground for misspellings and typos.
Please get its and it's right. Its is possessive
such as the book's conclusion or its conclusion. It's is
short for it is. It's time to go home. It's raining. If you
can substitute it is, then use it's.
Listen to that little voice. When I was
proofreading the company-spelled-wrong news release,
I said "huh" when I saw the spelling of the company
name. I assumed (wrongly) that the public relations
agency had spelled its own client's name correctly.
I should have listened to my inner voice. If you are
proofreading and something makes you go "huh," check
on it. Don't assume everyone else is right.

It's not just typos; it's inconsistencies,
too. A frequent error I see when proofreading is to refer
to someone by their last name and then later in the copy by
their first name and randomly back and forth. Have a style
and stick with it. Same thing with spellings like powerplant and power plant. I like powerplant as one word, but
some companies (and my spellcheck) insist it's two words.
Whatever you use, stick with that style throughout all of
your marketing materials.
Rather than thinking of proofreading as a low-level task,
think of the process as an investment in the success of your
marketing. Turn off the radio. Turn off your phone. Get quiet
and give the task your full concentration. If possible, have
someone look at your project who has never seen it before.
Some people hold a piece of paper and move it line by line
down the page so that your eyes don't get ahead of your brain.
Other people swear by reading the copy backward so that you
look at each word as an individual entity and not in the context of a sentence. Be pleased with any mistake you can correct - it's one less thing to worry about in the end. q

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For more information, visit www.aspenavionics.com/aoa

Copyright 2016 Aspen Avionics Inc. "Aspen Avionics," "Evolution Flight Display System," "Connected Panel,"
and the Aspen Avionics aircraft logo are trademarks of Aspen Avionics Inc. All rights reserved. U.S. Patent
No. 8,085,168, and additional patents pending.

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avionics news

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