Edit

Good copywriters will keep editing their copy until it is taken away from them.  They know very well that emails with verbose copy are quickly deleted by the reader.  Every word needs to work hard.

• Punctuation, grammar and spelling
  
  
  • Avoid lengthy sentences. Shorter sentences are easier to read, so consider if some of your commas should be full stops.
  • Check for consistent use of hyphens, capitals and inverted commas.
  • Don’t use hyphens when you should be using dashes.
  • If you see an asterisk in the text, check what it’s referencing.
  • Check that you've used a UK (not US) spellcheck.
  • Use online resources to check your grammar.
    
    
• Mandatory checks
  
  
  • Check if the brand copy requires the use of © ® or TM.
  • Check what copyright and legal text/statement must be included, where, and in what point size.
  • What date should be used for the statement.
  • Should the full company address be included? What telephone number? Email address? Website URL? Are they all still active?
  • What codes need to be included? (For testing? For fulfilment? For tracking?)
  • What else?
    
    

Ten tips for proofreading effectively

There's no fool-proof formula for perfect proofreading.

It's just too easy to see/read what we meant to write rather than the words that actually appear on the page or screen. But these 10 tips should help you see (or hear) your errors before anybody else does.

1. Give it a rest.
   If time allows, set your text aside for a few hours (or days) after you've finished composing, and then proofread it with fresh eyes. Rather than remember the perfect email you meant to write, you're more likely to see what you've actually written.
2. Look for one type of problem at a time.
   Read through your text several times, concentrating first on sentence structures, then word choice, then spelling, and finally punctuation. As the saying goes, if you look for trouble, you're likely to find it.
3. Double-check facts, figures, and proper names.
   In addition to reviewing for correct spelling and usage, make sure that all the information in your text is accurate.
4. Review a hard copy.
   Print out your text and review it line by line: rereading your work in a different format may help you catch errors that you previously missed.
5. Read your text aloud.
   Or better yet, ask a friend or colleague to read it aloud. You may hear a problem (a faulty verb ending, for example, or a missing word) that you haven't been able to see.
6. Use a spellchecker.
   The spellchecker can help you catch repeated words, reversed letters, and many other common errors--but it's certainly not goofproof.
7. Trust your dictionary.
   Your spellchecker can tell you only if a word is a word, not if it's the right word. For instance, if you're not sure whether sand is in a desert or a dessert, visit the dictionary.
8. Read your text backward.
   Another way to catch spelling errors is to read backward, from right to left, starting with the last word in your text. Doing this will help you focus on individual words rather than sentences.
9. Create your own proofreading checklist.
   Keep a list of the types of mistakes you commonly make, and then refer to that list each time you proofread.
10. Ask for help.
    Invite someone else to proofread your text after you have reviewed it. A new set of eyes may immediately spot errors that you've overlooked.