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Three Keys to Advertising: Proofread, Proofread, Proofread
02/08/2009 - By Admin Have you ever opened your mailbox and received an ad that was full of errors and typos? Have you ever gotten an ad that was so vague that you had no idea what product or service was actually being offered? When you are considering printing an ad for your business, whether it is flyer or booklet printing, you need to take the time to proofread the ad. Check it not only for grammar errors, but also for clarity.
Grammar and spelling errors must be caught if you are going to succeed with your advertising efforts. Imagine your ad reaching an English teacher. That person will not think twice about your business if the ad has many errors. Even one punctuation error can be a turn off to some potential customers.
Of course, if you wrote the copy for your booklet or flyer yourself, you may have trouble catching errors. Sometimes our brains automatically fill in the missing letters, words, or punctuation marks. You may want to have someone else proofread the document. In fact, having several people proofread the document will help protect you from missed errors.
Clarity is another important aspect of proofreading. Sure, you know exactly what your business is going to be doing for your customers, but if your purpose is not clear in your ad, your customers will not come looking for your services. Read and re-read your copy to make sure that the services you offer are clearly and precisely defined.
Again, have someone else read your copy. Ask that person what they understand your product or service to be after reading the copy. If someone who is not connected to your business can clearly outline who you are and what you offer from the document, you have likely done a good job of presenting the information clearly.
When describing what your business does, avoid the temptation to use industry jargon. You cannot be sure that your target market will understand the jargon that you use. If they dont know what a term or phrase means, your target customers will likely simply move on to a different business or service provider. Read your copy from the viewpoint of a junior high student. Would that kid understand what you wrote? If not, you have used too much industry jargon. You need to simplify what you have written.
Remember, your potential clients and customers are not going to take a long time to look over your ad. If they do not understand what you are presenting the moment they open it, they will toss it and move on to someone else. By proofreading and having others help you proofread your work, you can protect yourself from this scenario. Clarity and correct grammar are essential for winning advertising copy.
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