 |
 |
|
|
|
|
| |
| Opportunity Lost? |
| |
| |
A local non-profit organization sent out fundraising leaflets for a new educational resource center. The leaflets included a wish list of items needed, such as classrooms, landscaping, and fences — but the n was missing from the word fences. Would this rather unfortunate omission have happened if the copy had been passed to someone for proofreading?
|
Some people might think it doesn't really matter, but sometimes one can double over with laughter or shriek with horror at the number of misspellings that have passed the green light of publication. It would be obsessive to believe that for want of an n, a sales opportunity is lost, but you don't want people to focus on the mistakes first and the value proposition second.
"The written word is one of the most effective tools for projecting an image that reflects credibility," says Kimberly Stansell in her article "Polish Your Prose." "Conversely," she warns, "a letter, report, proposal, or press release that is poorly written will crumble your image."
|
| Take the Test |
What Is Capitalization Disease?
Characterized by a rash of capital letters for every Technology, Application, Innovation, Field, Device, or Title, this common illness makes text difficult and hard to read.
Save the caps for names of people (Dudu Fischer), products (Viagra), places (Nahariya), companies (Microsoft Corporation), and a few words (Internet).
|
Read everything with your company name on it, and then persuade an objective reader to review the materials. Hmmm. If the reaction is "Excuse me, but what are you selling here? And what are all these typos?" you need to take steps to ensure your message — and not the mistakes — comes across loud and clear.
|
| |
 |
Proofing. This is the ever-important third- (and sometime fourth- and fifth-) party test. Don't rely on your computer's spellchecker. It wouldn't have picked up that "fences fiasco."
|
| |
|
Spelling. Favorite color or favourite colour — whether you need to use U.K. or U.S. spelling depends on your audience, but keep it consistent throughout.
|
| |
|
Font. The font should match the media. And whatever you choose should be 100% readable.
|
| |
|
Headings and spacing. Clearly defined areas of text, including headlines, short paragraphs, and space between paragraphs, are all helpful in highlighting what you want to say.
|
| |
|
Capitalization Disease. See how outbreaks of this "disease" can make reading difficult. Read more in the box above.
|
| |
|
Emphasis. Underlining, superfluous italics and bold, and WORDS IN ALL CAPITALS are usually unhelpful forms of emphasis that, used both separately and together, serve to obscure your message.
|
| |
|
Reverse text. White on black (or any light color on a dark background) is hard to read — both in print and online — and hard to photocopy. It should be used sparingly.
|
| | Plan Ahead |
 In theory, we should all hand over our work to the scrutiny of a third party, as noted above. In practice — who's got the time?
It's easy to say "plan ahead." But that does not always fall into the realm of reality. Changes in the product line or company direction may also necessitate last-minute changes.
Irrespective of high-pressure deadlines, you have to make the time. There is no excuse for sloppiness that might cost you some credibility at the least and customers at the most. In his article, "When What You Right Isn't Write," Trendlines America President Mark Dollinger warns, "While a verbal faux-pas may be an icebreaker, a written one might be a deal breaker."
Good planning will lay the groundwork for good materials. Work out a production schedule that counts down to the show, event, or trip. Makes sure it includes the deadlines along the way — and that everyone involved is aware of those deadlines.
|
| Retake the Test |
First impressions are important. Take the test as many times as necessary to ensure your materials are always accurate, readable and visually appealing.
|
|
|
|
|
©2002–2008 Trendlines International Ltd. All rights reserved.
Phone: +972.4.958.3323 | postmaster@trendlines.com
Directions |
Privacy Policy |
Site Map
This site contains material copyrighted by third parties.
This site
is best viewed in Internet Explorer version 5 or higher.
|
| |
| |
|
|
|
|
