Attention to Detail 2: Proofreading is still impotent...er, important

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  • 6/29/2010
    Almost a year ago, we posted Attention to detail: the importance of proofreading and other matters of grammer. Even though it remains one of our most commented posts, as the title of this post elludes to, some out there are still lacking the power to effectively proofread.

    Show and tell time:

    Chocolate_chocalate
    The word chocolate is used 11 times on this page alone along with one instance of chocalate.

    Chocolate_chocalate
    Unfortunately, looking past the misspelling, neither chocalatebar.com nor chocolatebar.com lead you to this delicious site.

    Nominate_nominte
    5 out of 6 is almost heroic.

    ear_era
    Typos happen locally...

    Americans_ameircans
    ...and nationally.

    digital_digtial
    Much love, AIGA, but Wanted: Better Proofreading

    Business_bussines
    Ooh...so close.

    At thunder::tech, it doesn't matter what teh project is, EVERYTHING is proofread by at least three people. Print pieces, website content, press releases, radio scripts, e-mail signatures, billboards with only three words, annual reports with thousands of words and even stickers with zero words. If a peace is not tattooed with three t::t initials and a client signature, it doesn't get printed or go live.

    That's not to say mistakes don't still slip through the cracks. Obviously, it's ideal to catch them prior to production, but what happens if one gets by the goalie (England, we're talking about you)?

    This is where we'd like to tip our collective hat's to one of our clients – Indigo Imp Brewery:

    A recent e-mail blast from the brewmasters of this locally owned and operated microbrewery announced a new contest: "Be the first to find the misspelled word on the label of one of the new 12 pack beers and we will send you an Indigo Imp t-shirt."

    When we referenced our Attention to Detail post(s) and asked the Imp about the contest, we learned that they also have at least three people read all copy before it is sent to print. Unfortunately, all three missed it...they blame the beer.

    "As your post indicates, things get missed. That's what happened to us. So we decided to turn it into a positive and make a contest out of it."

    Indigo Imp's response epitomizes the idea that it's not what happens to you that's important, it's how you react that matters.

    Any other great examples of oopses out there? How have you/would you have reacted to these types of mistakes?

    As usual, what attention to detail post would be complete without some intentional mistakes sprinkled throughout? How many can you find?


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