In this short video, Kelly Owen, Director of Ultimate Proof Ltd, explains a few essential aspects of proofreading PDFs, and why it's not always as straightforward as it seems!
An experienced PDF proofreader will ensure that any amends they mark on the file are clearly identifiable, so that the person reading the file can easily see what needs to be changed and make the amends to the source file.
We most often use the Callout Tool and Highlighter to mark-up PDFs, although there are numerous options available.
As the use of these tools adds more time to the job, we cost PDF proofreading slightly differently to other work. It is useful to see a sample of the PDF to be proofread in order for us to accurately quote you. A 20-page PDF may contain 500 words or 5,000. The 500-word PDF may require numerous edits and amends, the 5,000-word PDF may be fairly clean. There is so much to consider, so every job is costed accordingly.
How your business is presented in writing can be likened to dressing for an important interview. Dress smartly and you portray an image of professionalism and trust; dress down, however, and confidence in your abilities won’t be as positive.
Most businesses have brand guidelines which help them to ensure their corporate identity is clear and recognisable to the outside world. However, not as many extend this principle to their written word. Developing house rules regarding text will help to ensure any copy produced by your company is consistent, correct and, therefore, professional. A freelance proofreader will absorb your style guide and apply its principles to everything they check for you.
A text style guide needn’t be complicated; the complexity largely depends on what type of copy you produce. A magazine publisher will need to establish some rules about how titles are written, and the use of headers, bold, italic and superscript, for example. If you publish reports or documents of a more technical nature, it’s likely your style guide will need to be more detailed. Then there are the ‘basics’, such as the use of capitals, hyphenation and punctuation of lists and bullets — surprisingly, even here, every company’s preferences are different!
No matter what size your business, if you produce text then it is likely that a style guide will be beneficial to you. If you don’t yet have a style guide then we can develop a personal guide that addresses the needs of your business. Ultimate Proof can build on the basics, in terms of punctuation and spelling, and create a clear and practical guide for your company that can be given to anyone who might produce copy for you. If everyone is ‘singing from the same style sheet’ to start with, you will not only reduce the overall risk of error, but will save time and money on proofreading and amends.
Can you relate to this? In our age of wanting everything immediately, it can be easy to cut back on time and resource checking over the words you're communicating to your customers - you know, those people you want to trust you, respect you and buy from you. Then you press 'send', 'post' or 'print' and don't realise there are errors that will scream at you afterwards (or even worse will be highlighted by your customers).
I know we 'go on about it', but the proofreading process is so important, and just as important as writing the words themselves.
What impression do you get if you visit a company’s website and see spelling mistakes, or if there's a typo on a poster, or if a company has long or complicated sentences in their policy documents? It's very likely you'll think, ‘If they can’t even get their grammar right, what else are they going to get wrong?’
It doesn’t matter what business you’re in, or whether your company is a sole trader or a large corporation. If you want to portray a professional image and persuade customers that you’re the right company for the job, you need to get things right – starting with the basics. Good spelling and grammar are absolutely fundamental and there’s no excuse for getting them wrong.
But we’re not all geniuses at English, we’re not all grammar geeks and we can’t all get it right every time. You wouldn’t ask a builder to fix your computer any more than you’d ask an accountant to service your car. That’s why, when your goal is to appear professional to your readers, you need to use a professional wordsmith who knows how to save you from embarrassing typographical mistakes.
Social media is a great place to find out about businesses and news, and to chat to friends and colleagues, but it’s also become a place to laugh at others’ expense or to expose mistakes. This isn’t very nice, especially when it’s you they’re laughing at or your company’s mistake that’s being shared around the web.
On social media, your mistakes can spread like wildfire.
The kind of people who will spot your mistakes are exactly the sort of people you wouldn’t want to spot them! Of the PR professionals on Twitter, 15% of them follow more than 2,000 people, compared to just 0.29% of all Twitter users who follow that number, according to social media monitoring organisation, Sysomos . So people who spend a lot of time dealing with words for a living are going to reach an awful lot of followers when they share your poor spelling or your hilariously misplaced apostrophe.
There are accounts on Twitter, enthusiastically followed by grammar geeks, who are dedicated to sharing your spelling slip-ups and apostrophe fails. US-based company Grammarly has over 61,000 followers alone. If a social media user uses the right hashtag (#grammarfail #apostrophefail and #proofreadfail are just some examples), these accounts will pick up your grammar errors and share them far and wide. Followers and like-minded people will retweet them and suddenly your spelling mistake is everywhere. The bigger the blunder, the better! Suddenly, you and possibly your company are left looking rather silly.
(The accuracy of this tragic news story is diluted due to the journalist’s lack of care and leaves us wondering why a girl would shoot an already dead man…)
Don’t forget, it’s not just your tweets and Facebook posts they’re looking at – they’re looking at your reports and brochures, your websites, even your signs above the shop door. Grammar spies are everywhere and they’re just 140 characters away from making you look at best careless, at worst unreliable and unprofessional.
Taking time to check what you post on social media has become just as important as proofreading in print. So, before you publish it, check it! Should that apostrophe be there? Are there any typos? Is it possible to get a fresh pair of eyes to look over it, or even call in the help of a professional proofreader ? Once something is on the web, it’s there forever.
A few minutes of careful checking can save your money, time and, ultimately, your reputation!
We love your briefs!
Be as clear in your brief as you can. Include information such as the word or page count, the work required, the schedule and any particular style preferences or concerns you might have.
Keep in touch.
We can usually react very quickly to urgent requests; however, as soon as you know you might need some proofreading assistance, drop us a line. We can pencil it into the diary in readiness so you know you have help there when you need it and, if it gets delayed or cancelled, you’ve lost nothing.
Get a free sample text check.
To get the best idea of what work needs doing, send us a short sample of your text and we’ll edit it at no cost. This is particularly helpful to authors and students, who may not realise the work a proofreader would need to do to whip your words into shape. Then, you can decide if you want to work on your text a little more to save money as well as get an insight into how the process works. We’re happy to do this as it gives us the chance to impress you and demonstrate our professionalism and abilities.
How was it for you?
We always put every care and attention into our work so a few comments really help us to ensure we’re delivering what you need. If you want something done differently, we can usually adapt our service to meet your requirements.
By nature, we read our own text too quickly, which means our eyes see what we think they should see. This is why it is so difficult to pick up the errors we’ve made.
There is a noticeable difference between a well copy‐edited and proofread article, and a hastily written one that’s only had a quick ‘skim’. You could spend hundreds or thousands on amazing design and print, only to find, when your beautiful new brochure is delivered, there’s an error on the cover! How did that get through the writer, the designer and the printer?!
The reason is that proofreading is an acquired skill and proofreaders are specifically trained and experienced at finding errors in text. The writer thought about word count and content, the designer used the words to create an attractive design, and the printer checked quality, layout and colours. They might have picked up a few things, but, ultimately, the poor quality of your copy will detract from the overall good quality of your brochure.
By not getting your copy independently and professionally proofread, you run a high risk of publishing something that at best is inconsistent and difficult to comprehend, and at worst damages your company’s reputation. When customers read errors in text, they become distracted by it and eventually switch off — for the sake of a few hours of expert checking, the outcome could be so much different.
The fact that proofreading is so affordable makes it even easier to include it in your budget. The service of a professional proofreader costs a fraction of the amount spent on all the other processes involved in publishing the copy, such as design, print or website creation.
So, perhaps the question is not should you get a proofreader to look at your text — it’s can you afford not to?