Four Eyes Are Good…
…Six Or Eight Are Even Better

Get more ink, get more exposure for your company, products and services with Public Relations writing services by Finkelstein. Successful businesses vying for market share send consistent messages to their clients and prospects. The same should be true with your PR. Gain added credibility by being featured by your targeted media outlets. Supplement your advertising with PR that projects the same message, gets you quoted, and makes you an “expert” source for your field.

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Four Eyes Are Good…
…Six Or Eight Are Even Better

We're talking about proofreading, of course. And when it comes to producing marketing material, proofreading is one job you want to share with others.

One reason for the need for extra proofreaders is that you may be 'too close' to the finished product. Whether you produced it in-house, by yourself, or through an agency, you probably were involved in it from the very beginning. So it doesn't hurt to have a 'fresh' pair of eyes look it over before you go to press.

From a packaging and mailing standpoint, you should have someone scrutinize your marketing piece to be sure it has the correct placement of your return address, that the piece will be accepted by the Postal Service, and that the Post Office won't cover critical information with a barcode. You can determine these factors yourself, but to be sure, give that assignment to someone on staff, an advisor or a friend.

From a marketing standpoint, you should have someone look it over to make sure it conveys the marketing message that is intended. You know what you want the piece to project, so bring in someone who has no preconceptions.

Give that proofreader specific instructions to determine: 1. If the marketing piece is attractive; 2. If it speaks to your audience; 3. If it projects a corporate image consistent with your other marketing; 4. If it is easy to ready, or too text heavy; and 5. If it creates enough interest to generate a response.

Speaking of response, you'd be surprised at how much marketing material is produced that doesn't have basic contact information. Have your proofreader check to see that the appropriate phone and fax numbers are included, as well as the mailing, email and web site addresses, too.

Grammar and spelling are important. Both reflect on the quality and professionalism of your business. You don't want to send out a piece with these kinds of errors so enlist a proofreader from your administrative staff with specific instructions to search for grammatical and spelling errors.

Finally, you want to be certain of your piece's technical accuracy. Many times, someone in sales or someone market-oriented will write and produce the piece. Before it goes to press, have someone on your technical staff look it over to be certain it is TC - technically correct. Inaccuracies on the technical side will not only cost your sales, they could very well damage your credibility.

By my count, that's at least four different proofreaders. Too much for one little ol' marketing piece? Not in my book. Everything that goes out your door is a reflection on you and your business.