From time to time, I hear a business owner mention wanting--but not being able--to hire an editor to fine-tune online copy, company documents, signage, etc. It's not that editors and proofreaders are hard to find, but for cash-strapped solopreneurs or new start-ups, the bottom line sometimes gets in the way.
Let's face it. As the guy in the beater glued together with gallons of Bondo knows, sometimes we just don't have the finances to get professional assistance, even if we sorely need it. That's just a reality in the world of the micro-business.
But you still have a choice. If you find yourself in the budgetless boat, don't default to poorly presented materials that will ultimately turn away potential customers. Roll up your sleeves and brush a little well-matched paint over that Bondo with a few do-it-yourself editing tips.
1) Hunt down and correct the most common usage errors.
I firmly believe that a majority of people who use commonly confused words incorrectly
do know the difference. They just don't realize their fingers have typed something their brains didn't intend.
Use your word processor's "Find" feature to quickly search your materials for each of these most-common culprits. Then reread each individual use carefully, and make corrections if appropriate. (If you're not sure whether the word you chose is right, click the links to refresh your memory of the differences.)
2) Minimize long text blocks; consider using lists or tables instead.
I know, it's ironic that the Queen of the Windbags (ahem...me) should promote verbal simplicity. I can get away with all kinds of long, detailed explanations when I blog about language.
But sales material is a different ball game. The window of opportunity for making a sale is small. Cut to the chase by deleting repetitious phrases, using shorter words in place of needlessly complex words, and dividing long paragraphs into smaller ones.
And look for opportunities to get rid of data-heavy paragraphs altogether. Use clean, easy-to-read tables or lists instead. Consider this example from a real website (slightly altered to create anonymity):
For domestic clients, the packaging and shipping cost on a Size 1 model toy is $7. The cost for a Size 2 is $12, and a Size 3 model toy would be $15.
Accurate and informative? Yes. But rewritten as a table, these shipping figures are much more accessible:
3) Check your spacing.
You might be thinking, Really? Why on earth does spacing rate a top-5 editing tips spot?
Because perception is reality. An extra space here or there has no bearing on your product or skills, but those little hiccups can damage the overall appearance of a document--and your credibility. Too much, or inconsistent, white space can create the appearance of missing information. Too little white space can make a reader feel overwhelmed or distracted.
Sometimes spacing glitches are obvious and easily corrected. Other times they don't show up until written material is copied into new documents with, for example, a different default font or different tab or margin settings, where they suddenly throw off the alignment of the entire page or document.
Once again, your word processor can help with this. To eliminate dozens of extra hard spacebar strikes, choose "Find and Replace." In the Find field, hit the spacebar twice. In the Replace field, hit it once. Click OK.
Now here's the key:
Don't automatically turn off the Find and Replace feature once it completes the process. Carefully read the message in the results window. If your program made any number of replacements other than 0, run the command again. Keep running it again and again until your result is 0 replacements. This ensures that you've eliminated not just those stray double-spacebars but also any of those pesky three- or four-space sequences that are sometimes inadvertently left behind after using Cut and Paste.
4) Rein in the urge to over-style.
The fact that there are thousands of fonts, colors, and text decoration styles at our fingertips doesn't obligate us to use them all.
Regardless how perfect the wording or how stellar the product, material that is presented in too many conflicting styles looks haphazard. It can also be confusing because some styles, such as larger font or boldface type, are designed to indicate importance.
Don't make your information compete with itself. When it comes to formatting style--especially for small documents--the K.I.S.S. rule applies. For any one document type, it's a good rule of thumb to limit yourself to no more than four style types. And once you decide which to use, apply them without fail.
Which leads me directly to my last point:
5) When in doubt, choose consistency.
If you read
my blog (or any other English language discussion blog) with any regularity, you know there are plenty of questions that have no single, clear-cut right answer. Different authorities may use different rules.
When you turn to a dictionary or the Web to check a spelling, usage, punctuation, or other writing rule and discover you're dealing with one of those slippery examples, be bold! Make an executive decision about which method you'll adopt. Then
stick to it. Use your chosen method on
every company Web page,
every company letter,
every company business card, etc.
Here are a few examples of common variable terms. Choose which method you'll adopt for each. Apply your choices regularly, and you'll go a long way to delivering a new level of professionalism among all of your written materials.
Time elements
- a.m./p.m. (or a. m./p. m.)
vs.
am/pm (or a m/p m)
vs.
AM/PM (or A M/P M)
- 3:00 pm
vs.
3:00pm
vs.
15:00
Dates
- January 2, 2012
vs.
2 January 2012
- 1-2-12
vs.
01-02-2012
Contact details
- e-mail
vs.
email
- 1-800-555-1212
vs.
1.800.555.1212
vs.
1 800 555 1212
- Street
vs.
St.
vs.
St
- PO Box
vs.
P.O. Box
vs.
P. O. Box
Then, to help yourself make a commitment to consistency, consider creating and following a company style guide. And just what is that? The subject of an upcoming post, of course!
But for now, let's talk about the five editing tips above. What are your questions, observation, examples, or differing opinions? Discussion in Comments is open!