By Sharon McInnis, CEO (Chief Error Officer) at ProofingQueen® Editing
I’ve been a freelance proofreader for corporations and advertising agencies for 20+ years. My clients rely heavily on effective communication to promote their products and services (or those of their clients) and they need to know that their materials are error-free.
Now, I’m aware that I’m talking to editors and proofreaders, so I know that your clients and employers have the same needs. And, of course, no matter whose material you’re proofreading, it’s always about finding and fixing typos, spelling errors, missing punctuation, grammar mistakes, etc.
However, in my experience, many businesses and ad agencies don’t use editors, so a proofreader is often the last line of defence. A corporate proofreader brings a fresh set of eyes to find typos and inconsistencies. It’s a lucrative field, so in late March, I’ll be teaching an online course titled Proofreading for Businesses and Ad Agencies for the U.S.-based Editorial Freelancers Association (EFA).
In marketing and advertising, where creativity and innovation are rightly celebrated, proofreading can be skipped in the need to deliver campaigns quickly. So a corporate proofreader often needs to turn material around quickly to ensure that the campaign gets out on time and that the creative brilliance is not overshadowed by typos or errors.
There’s also a pretty good chance that no one has checked the facts in the material. Of course, accuracy is always paramount in any document, but in business and advertising, even minor errors or typos can lead to misunderstandings, legal issues, or damage to the brand’s reputation.
In my 20+ years, I’ve found more than a few typos and dodgy facts. A government document referred to an undeserved community rather than an underserved one. A major company in the tourist industry talked about the highest mountain in Province A that was actually the highest mountain in Province B. A large marine transportation company talked about traffic in the “Georgia Straight,” and a travel company touted the beautiful “Lake Lousie.” In a brochure for a high-end yacht marina, the image of an ornate compass in the background was flipped, resulting in east on the left and west on the right (but at least north and south were correct). There were maps marked with “41nd Avenue” and the “Peach Arch Border Crossing,” corporate materials with (eek!) the l missing from pubic, and (sadly) many, many, many uses of its’. (I know you feel my pain!)
Inconsistent wording or spelling—although not technically wrong—can also dilute the messaging or create confusion among consumers. I think that inconsistency, even when it’s minor, can subtly undermine credibility and could potentially erode a consumer’s sense of trust. So, at ProofingQueen, we create glossaries/style guides for each project for our internal use and the client’s use.
Of course, I think that proofreading is essential for all materials, but particularly for corporations and ad agencies. It goes beyond correcting typos and other errors; it’s a process that can help safeguard the integrity of a brand. By prioritizing proofreading, businesses and ad agencies elevate their content, build credibility, and contribute to the success of their endeavours.
About Sharon
With a legendary attention to detail, an extensive background in the marketing industry, and rapid service delivery, ProofingQueen has earned an excellent reputation with clients in Canada and the U.S. Sharon McInnis, ProofingQueen’s CEO (Chief Error Officer)—a gifted proofreader and a tenacious perfectionist—has operated her proofreading and fact-checking agency for 20+ years. During that time, she and her team have reviewed hundreds of documents for dozens of clients, including a leading mining company, Canada’s largest port, one of the world’s largest ferry operators, advertising agencies, PR firms, and many marketing and communications specialists. In her spare time, Sharon is an amateur jazz vocalist.
This article was copy edited by Justin Chevrier.
About Justin
Justin Chevrier is an editor and the owner of Erasmus Editorial. He has a BA in history from the University of the Fraser Valley and has completed the Editing Certificate program at Simon Fraser University. His freelance clients include non-fiction authors in the genres of business, memoir, and religion, and he copy edits academic journal articles of all scientific disciplines. Outside of editing, Justin enjoys going on walks, making art, and spending time with his four young nieces.