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Proofing for the Stars

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by

Shari Wimberly

on 18 June 2014

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Transcript of Proofing for the Stars

Goals:

Accuracy &
Efficiency
We are all proofers, no matter the title
Traffic Shout Out!
Copywriters &
Digital Content Writers
Account Execs
Designers
Tighten copy
Read ALL instructions
Proofing for
the Stars

Account executive
Copywriter
Digital content writer
Designer . . .
Promote peace and happiness in your universe

Find errors early
Speed turnaround
Avoid embarrassment

Butcher
Baker
Picket sign maker
The too-brief brief
The too-long change request
Due ASAP! Really?
and peace, happiness and stars all around
Proof your work!
Does it answer
W
ho,
W
hat,
W
hy,
W
hen,
W
here and
H
ow?
Could YOU follow your instructions?
Improve client-provided copy
Double-check for:
Use spell-check
Words I have missed:
init
i
ative
orig
i
nated
manag
e
ment
hea
l
thcare
AEs: Remember five
W
s and one
H
. Write clear instructions.
Recap
Writers: Use spell-check.
Designers: Double-check changes. Aim for no more than two proofs.
Shoot for accuracy the FIRST time . . .
and the stars are
YOURS!
Get the red out
Credits
Pork image: http://www.huffingtonpost.co.uk/2013/01/04/best-funniest-spelling-grammar-mistakes_n_2409260.html

Cake image: http://www.11points.com/Food-Drink/11_Cakes_With_Glorious_Typos_and_Errors

Picket sign image: http://politicalhumor.about.com/od/funnypictures/ig/Funny-Protest-Signs/Make-English-Official-.htm

Angry client image: http://freelancefolder.com/why-your-worst-clients-should-still-get-your-best-service/

EDS Herding Cats video: Agency: Fallon, Minneapolis
Creative director: David Lubars
Art director: Dean Hanson
Copywriter: Greg Hahn
Executive producer: Judy Brink
Agency producer: Marty Wetherall
Director: John O'Hagan @ Hungry Man
Producer JD Davison
CGI: Sight Effects
Post producer: Bob Wendt
Editor: Gordon Carey @ Film Core
Sound and music: Margarita Mix de Santa Monica
Chief engineer: Jimmy Hite
Music: Asche & Spencer

D. Rieck quote: http://menwithpens.ca/bad-copywriting/
Include approved version
Think critically
Mark changes on copy
Typos
Bad breaks and widows
Inconsistent spacing, fonts and point sizes
A device used to pull a tractor from a ditch is a
A. wench
B. winch
Reread copy and run
spell check
Full transcript