This document discusses the importance of proofreading all aspects of projects. It provides many examples of errors that slipped through proofreading like typos, dropped words, incorrect photos, dates that don't exist, and other mistakes. The key message is that proofreading is about giving every detail a close look to catch any issues before publication and should involve multiple people checking since fresh eyes are better at spotting errors. Thorough proofreading is important for all mediums from print to websites to catch mistakes that could reflect poorly or be misleading.
The document discusses artificial emotional intelligence and designing emotionally intelligent interactions. It summarizes approaches like building rapport through active listening, empathy, and understanding users' motivations and personalities. While advanced emotional detection may be far off, simple techniques like tuning interactions to individual differences can improve experiences now. The document advocates designing flexible, responsive systems that adapt interactions based on dynamic understanding of users.
Writing For Humans: 10 Tips to Defeat Robot Overlords of CopyBloomerang
Sheena Greer presented 10 tips for defeating robot overlords of copywriting:
1. Know your audience and understand their perspectives through empathy mapping.
2. Focus your writing on your donors by addressing them directly and making them the hero.
3. Get emotional and use authentic emotional language rather than just facts and logic.
4. Keep your writing plain, simple, and short using few characters and short sentences.
5. Have a single most important thing (SMIT) to focus on and don't try to cover too many points.
6. Be clear about the specific action you want readers to take in response to your writing.
7. Make numbers and statistics meaningful by personalizing them
This document discusses common "design killers" that can ruin projects, including marketing fluff, poor functionality, dull colors, disruptive UX, and bad layout and typography. It provides examples of how to identify these issues, such as overuse of marketing language, solely functional interfaces without personality, eye-straining color palettes, pop-up interruptions, misaligned content, and inappropriate font choices. The document advises recognizing these problems and focusing on user needs, consistent branding, clear information architecture, and design fundamentals to solve them.
The document outlines the agenda for an English class. It discusses making inferences and provides examples. Students will take a patterns of organization quiz, vocabulary quiz, and work on an essay evaluating a store. They will analyze how stores use customer purchase data and habit loops to create marketing strategies based on a chapter in the book Habit.
What is a screenplay - A Beginner's Guide To Screenplay WritingJames Prince
What is a screenplay is a a beginner's guide to learning how to properly write, format, and create a script out of that swirling vision you have had in your creative brain all these years.
Conversion Copywriting by Joanna Wiebe - WistiaFest 2017 KeynoteWistia
1) The document discusses rules and frameworks for copywriting, including the Rule of One (one reader, offer, promise, guiding idea).
2) It explains how to identify where a reader is in their awareness spectrum and write copy to move them to the next stage (e.g. from product aware to most aware).
3) The document advocates for using frameworks, swiping messages from reviews, and not writing from scratch but rather structuring copy based on tested formulas.
http://www.skillshare.com/How-to-Create-a-TED-Worthy-Presentation/698156887/1007905343
ABOUT THE PRESENTATION:
We are living in a world where Steve Jobs was a modern-day hero, Al Gore won an Oscar for his Inconvenient Truth presentation and the TED conference is the place everyone wants to be each year. Thanks to this leadership style, the bar for presentations that convey world changing ideas is set incredibly high. This class is designed to help you clear that high bar with confidence, grace and skill.
Creating meaningful presentations can be tricky, time consuming and nerve wracking, but by focusing on the key elements in this class, you too can give a TED worthy presentation.
This class is designed to cover the following topics:
Audience: understanding your audience
Stickiness: creating unique messaging that sticks
Authenticity: remaining authentic so your audience trusts you
Tools: using the right tools - both offline and online
Deck: 3 steps to building your presentation - preparation, design, delivery
Follow up: sending the right materials as a follow up (and it's not just your noteless deck!)
By the end of the class, you will have everything you need to create a strong presentation that is simple, easy to understand, exciting and visually stimulating.
ABOUT THE PRESENTER:
Brooke spoke at TEDxBKK, was a speaker coach for TEDxPhnom Penh, TEDxMission, and is the Director of Communications for an NGO that was the result of a TED prize - hence the name InSTEDD. Before InSTEDD, Brooke worked on Public Relations at Kiva, Social Innovation Design at Lovely Day, Business Development at All Day Buffet, & Project Coordination at Change Fusion Bangkok. Brooke is a frequent public speaker and has spoken at events in Thailand, Nepal, Europe and the US, including Stanford, Berkeley and Northwestern.
The document discusses artificial emotional intelligence and designing emotionally intelligent interactions. It summarizes approaches like building rapport through active listening, empathy, and understanding users' motivations and personalities. While advanced emotional detection may be far off, simple techniques like tuning interactions to individual differences can improve experiences now. The document advocates designing flexible, responsive systems that adapt interactions based on dynamic understanding of users.
Writing For Humans: 10 Tips to Defeat Robot Overlords of CopyBloomerang
Sheena Greer presented 10 tips for defeating robot overlords of copywriting:
1. Know your audience and understand their perspectives through empathy mapping.
2. Focus your writing on your donors by addressing them directly and making them the hero.
3. Get emotional and use authentic emotional language rather than just facts and logic.
4. Keep your writing plain, simple, and short using few characters and short sentences.
5. Have a single most important thing (SMIT) to focus on and don't try to cover too many points.
6. Be clear about the specific action you want readers to take in response to your writing.
7. Make numbers and statistics meaningful by personalizing them
This document discusses common "design killers" that can ruin projects, including marketing fluff, poor functionality, dull colors, disruptive UX, and bad layout and typography. It provides examples of how to identify these issues, such as overuse of marketing language, solely functional interfaces without personality, eye-straining color palettes, pop-up interruptions, misaligned content, and inappropriate font choices. The document advises recognizing these problems and focusing on user needs, consistent branding, clear information architecture, and design fundamentals to solve them.
The document outlines the agenda for an English class. It discusses making inferences and provides examples. Students will take a patterns of organization quiz, vocabulary quiz, and work on an essay evaluating a store. They will analyze how stores use customer purchase data and habit loops to create marketing strategies based on a chapter in the book Habit.
What is a screenplay - A Beginner's Guide To Screenplay WritingJames Prince
What is a screenplay is a a beginner's guide to learning how to properly write, format, and create a script out of that swirling vision you have had in your creative brain all these years.
Conversion Copywriting by Joanna Wiebe - WistiaFest 2017 KeynoteWistia
1) The document discusses rules and frameworks for copywriting, including the Rule of One (one reader, offer, promise, guiding idea).
2) It explains how to identify where a reader is in their awareness spectrum and write copy to move them to the next stage (e.g. from product aware to most aware).
3) The document advocates for using frameworks, swiping messages from reviews, and not writing from scratch but rather structuring copy based on tested formulas.
http://www.skillshare.com/How-to-Create-a-TED-Worthy-Presentation/698156887/1007905343
ABOUT THE PRESENTATION:
We are living in a world where Steve Jobs was a modern-day hero, Al Gore won an Oscar for his Inconvenient Truth presentation and the TED conference is the place everyone wants to be each year. Thanks to this leadership style, the bar for presentations that convey world changing ideas is set incredibly high. This class is designed to help you clear that high bar with confidence, grace and skill.
Creating meaningful presentations can be tricky, time consuming and nerve wracking, but by focusing on the key elements in this class, you too can give a TED worthy presentation.
This class is designed to cover the following topics:
Audience: understanding your audience
Stickiness: creating unique messaging that sticks
Authenticity: remaining authentic so your audience trusts you
Tools: using the right tools - both offline and online
Deck: 3 steps to building your presentation - preparation, design, delivery
Follow up: sending the right materials as a follow up (and it's not just your noteless deck!)
By the end of the class, you will have everything you need to create a strong presentation that is simple, easy to understand, exciting and visually stimulating.
ABOUT THE PRESENTER:
Brooke spoke at TEDxBKK, was a speaker coach for TEDxPhnom Penh, TEDxMission, and is the Director of Communications for an NGO that was the result of a TED prize - hence the name InSTEDD. Before InSTEDD, Brooke worked on Public Relations at Kiva, Social Innovation Design at Lovely Day, Business Development at All Day Buffet, & Project Coordination at Change Fusion Bangkok. Brooke is a frequent public speaker and has spoken at events in Thailand, Nepal, Europe and the US, including Stanford, Berkeley and Northwestern.
The Catch Mistakes Before They Cause a Crisis presentation from the 2015 American Copy Editors Society conference in Pittsburgh, Pa. Two slides were removed: One was removed for privacy concerns; the other because it was a Photoshop fake. Apologies for the mistake, conference goers. SVM.
This document provides tips and examples for proofreading documents to catch mistakes. It discusses the difference between editing and proofreading and emphasizes closely examining all aspects of a document. Common mistakes discussed include typos, punctuation errors, factual inaccuracies, bad formatting, and copyright issues. The document provides many examples of real-world mistakes and discusses the importance of proofreading various types of media like print, online, and social media. It emphasizes taking one's time and having a careful eye to catch any errors.
The document discusses proofreading and its importance. It defines proofreading as a detailed review that checks for errors in spelling, punctuation, grammar, design elements, and logical consistency. The document notes that proofreading is important for various mediums beyond just print, including web links, promotional materials, maps, scripts, videos, and books. It provides tips for proofreading such as checking for common grammatical mistakes, logical inconsistencies, proper formatting, and accurate visual elements. Throughout, it emphasizes taking a close, critical look at all details in a project.
The document provides tips for surviving a website, app, or print redesign project. It recommends thinking strategically about goals, being a project manager to set expectations and schedules, doing user research, writing a creative brief, having one decision maker, testing extensively, and accepting that the redesign will be an iterative process of incremental improvements. Key aspects are managing expectations, listening to feedback, and having patience and a sense of humor during the process.
Social media can be a powerful marketing tool for entrepreneurs if used strategically. Key points include:
- Research which social media platforms your target customers use most and focus your efforts there
- Engage with customers by listening to them and having conversations rather than just broadcasting messages
- Be prompt in responding to customer questions or complaints on social media
- Monitor what is said about your business online and respond politely as needed
- Consider offering promotions or deals for loyal customers through platforms like Foursquare or Facebook
The Catch Mistakes Before They Cause a Crisis presentation from the 2015 American Copy Editors Society conference in Pittsburgh, Pa. Two slides were removed: One was removed for privacy concerns; the other because it was a Photoshop fake. Apologies for the mistake, conference goers. SVM.
This document provides tips and examples for proofreading documents to catch mistakes. It discusses the difference between editing and proofreading and emphasizes closely examining all aspects of a document. Common mistakes discussed include typos, punctuation errors, factual inaccuracies, bad formatting, and copyright issues. The document provides many examples of real-world mistakes and discusses the importance of proofreading various types of media like print, online, and social media. It emphasizes taking one's time and having a careful eye to catch any errors.
The document discusses proofreading and its importance. It defines proofreading as a detailed review that checks for errors in spelling, punctuation, grammar, design elements, and logical consistency. The document notes that proofreading is important for various mediums beyond just print, including web links, promotional materials, maps, scripts, videos, and books. It provides tips for proofreading such as checking for common grammatical mistakes, logical inconsistencies, proper formatting, and accurate visual elements. Throughout, it emphasizes taking a close, critical look at all details in a project.
The document provides tips for surviving a website, app, or print redesign project. It recommends thinking strategically about goals, being a project manager to set expectations and schedules, doing user research, writing a creative brief, having one decision maker, testing extensively, and accepting that the redesign will be an iterative process of incremental improvements. Key aspects are managing expectations, listening to feedback, and having patience and a sense of humor during the process.
Social media can be a powerful marketing tool for entrepreneurs if used strategically. Key points include:
- Research which social media platforms your target customers use most and focus your efforts there
- Engage with customers by listening to them and having conversations rather than just broadcasting messages
- Be prompt in responding to customer questions or complaints on social media
- Monitor what is said about your business online and respond politely as needed
- Consider offering promotions or deals for loyal customers through platforms like Foursquare or Facebook
1. The Power of Proofreading
Sherrie Voss Matthews, The University of Texas at San Antonio
Sherri Hildebrandt, Owner, Relativity Ink
John Braun, Vanguard Group
1
2. What is proofreading?
Similar to editing
Give every aspect of a project a closer look, including:
Design
White space
Spelling
Punctuation
All nitpicky details
3. More than print
Many of us are responsible for multiple projects
Web: Do the links work?
Promotional materials: Does the pen write?
Maps: Does this make logical sense? Are geographical references correct?
Scripts: Does the text make sense to those outside of the organization?
Video: Are transitions even? Does the transcript match the script?
Books: Do the chapters match the table of contents? What about the index?
4. Bloopers: Grammar
I want TWO!
Watch for common
grammatical mistakes
by nonwriters.
9. Imports: Double-check them!
Sometimes designers pull the
wrong chart for the text.
Sometimes the wrong version has
been handed off to the design
team. Always check to make sure
the chart is correct to the text and
the context.
9
10. Big mistakes
Cross-check photos to text.
This looks correct. It isn’t.
Why?
The photo isn’t Charles A. Wells, Jr.
This is Mr. Wells:
11. Big mistakes
This is not the
president.
It is also NOT Iowa.
11
12. Photo crop horrors
Be careful your photos are not cropped too tightly.
12
13. Photo crop horrors
Or cropped too far to the left or too far to the right.
13
14. Photo crop horrors
Or have been cropped to the point that they
start to look a little creepy.
14
15. Bad times
Make sure the
placeholder text
blocks are filled in
before you go to
press!
15
18. Misinterpretations
Keep this in mind:
Not everyone will see
illustrations or images
the same way.
Ask for multiple
opinions if anything
could be open to
interpretation.
18
19. Misinterpretations
Nor will everyone read
things the same way.
Again: Think like a 12-
year-old boy.
19
20. Triple-check spell check
Have fresh eyes when you
check. Spell check won’t
catch everything, but it
should have caught this!
Reading aloud will slow you
down and help you check
for flow.
Reading backwards will
slow you down and help you
check spelling.
21. Dirty minds always needed
This has made the
Facebook and TV
show rounds.
Don’t go there.
Even if it is funny,
don’t go there. :)
22. Triple-check spell check
Make sure you’ve run spell check
and had a few folks check the
dictionary before calling the neon
sign maker!
22
26. Dirty minds always needed
Someone let this headline go
past without question.
Please, don’t be that person.
26
27. Look at the graphics. With a dirty mind.
The humor is
unintentional.
Watch those
images!
28. Look at the graphics. And pop culture references.
I’m not a huge Beatles
fan.
Also not a World of
Warcraft player.
Something doesn’t add
up here, though.
Or Yoko Ono really
hasn’t aged well . . .
28
29. Don’t assume everyone gets the joke
Props to the headline
writer, but one problem:
Not everyone is going to
get the joke.
Be sure the references
are clear enough before
trying the pun.
30. Make sure the writing will make sense to the readers
The headline fits the
specs.
It is factually true.
But does it make sense to
a reader skimming the
page?
34. It Happens to the Best of Us
Even on deadline, be sure to check the jumps.
Read to the end.
The first few words might be correct . . .
34
35. Check for typos, part 2.
We have all had tired
eyes at the end of the
night (or day).
Flipping the page upside
down might have helped
prevent this.
35
36. Let’s do the Time Warp again!
Think the proofer was, um,
distracted?
This was the December
2010 issue, not a futuristic
issue of the magazine.
36
38. Check for typos, part 3.
On the
upside, web
errors are
easy to fix.
On the
downside,
you still look
bad.
38
39. Giving the wrong impression
I’m sure the BBC did not want to say that Gordon Brown had no legacy.
That is the impression this page left, however.
39
40. Check the links!
Look at the top Texas Tribune
post. Note the link . . .
40
41. Click: Admin access
I just was lucky to see this.
The Trib put up a story, but created
the Facebook Share link using not
the story link, but the log-in page for
the content management system.
They fixed it within five minutes, but
for those five minutes . . .
41
42. Watch websites that might reflect on you
This was not her official website. It still showed up on Gawker.
42
44. Know your geography
From the Lexington (Ky.) Herald-
Fort Mill is in South Leader:
Carolina. You wouldn’t
FORT MILL, N.C. --- The Rev. John
know that from these Giuliani noticed several boys last
reports: month trading Pokemon cards near
his church's water fountain. Amazed
that children were so spellbound --
and worried about kids collecting
fictional monsters -- he had an idea:
Holy-Man cards."Every month they'll
get a card with a real person on it
who lived a good life,“ says Giuliani,
pastor of Fort Mill's St. Phillip Neri
Catholic Church.
From The Times Leader of Wilkes-Barre, Pa:
FORT MILL, N.C. --- Long first-inning home runs
by Nick Punto and Chase Utley provided most of
the offense in the Scranton/Wilkes-Barre Red
Barons' 7-3 victory against the Charlotte Knights
on Tuesday night.
45. Check. Everything.
From the Augusta (Ga.) Chronicle
From National Mortgage News: HSBC Few people can say they placed among
Mortgage Services of Fort Mill, N.C., is
exiting the subprime correspondent channel,
the top 10 in a world championship, but
National Mortgage News has learned. Grovetown resident Nick Jacobson can
add that distinction to his list of
Use Google to be absolutely sure: accomplishments.
HSBC Mortgage Services This summer, Nick spent the better part
of two months practicing and then
maps.google.com
3023 HSBC Way
competing in drum and bugle corps
Fort Mill, SC 29707-7144 contests with Carolina Crown Drum and
(803) 835-6000 Bugle Corps, based in Fort Mill, N.C.
46. Abiline? Abilene? Able-ine?
Never assume
graphic designers
Whoops. can spell.
Check every bit
of text.
Abilene is
misspelled.
47. Triple-check spellings with multiple options
Some names are going to trip you up. Always
check.
We changed Gonzalez to Gonzales on multiple
publications. A quick Google check confirms
the “S” spelling.
48. Going postal
Our post office never allows text centered
on a postcard’s lower portion.
Double-check everything. Don’t just look
for obvious mistakes.
This would have been a costly printing
error, had we not caught it.
Our postmaster would have sent 1,000
postcards back to us.
49. Editing madness
From The Charlotte Observer:
When submitted to the copy desk, it had
Emily Bellows started
swimming in 1908 in the read:
creeks and millponds around
Beech Island, S.C., a few
miles from Emily Bellows started swimming in 1908 in
Augusta, Ga. the creeks and millponds around Island
Beach, Ga., a few miles from Augusta.
50. Multiple-eye miss
Five people approved this before it went to the printer. None of us have a
tattoo. Or know how to spell tattoo, apparently.
52. Check hyphens
Hyphenation in a
block of ragged-right
text.
Note how this just
looks goofy.
Watch for bad breaks.
53. Check the Web addresses
Note how the Web address is broken
between two lines for no good reason.
This is another instance of bad breaks that
could be avoided to eliminate confusion.
Also: Check every Web address. Call every
phone number. Never trust the copywriters to
be right.
54. Check the hard returns
This hard return was in
a draft of a document,
which was then
imported into a
graphics file.
56. Do the math
Compound interest
Basic formula
Future value = Present value x (1 + interest
rate)(number of years)
or FV = PV(1+i)n
57. Do the math
FV = PV(1+i)n
means that:
FV is a multiple of PV. If you put twice
as much in, you get twice as much
back out.
Time (n) increases FV exponentially. If you
double the time, you get more than twice the
58. Sometimes we get it right . . .
Compounding can make a difference when you save over the long
term. For example, a $1,000 investment, growing at an average
rate of 8% per year, could compound to $1,469 in five years and
$2,159 in ten years!
* Ordinarily, the account would grow 8% a year, or $80.
* After five years, you should have $1,400. But through
compounding, you have $69 more.
* After 10 years, you should have $1,800, but you have $359
more.
59. Sometimes we get it wrong . . .
Let’s look at Jim and Joe, both of whom earn $25,000.
Jim contributes 3% to the plan and receives a company
contribution of 2% for a total contribution of 5%. Over 20
years Jim would accumulate close to $100,000.
Joe contributes 6% to the plan and receives a company
contribution of 3.5% for a total contribution of 9.5%. Over
20 years Joe would accumulate about $150,000.
This hypothetical example assumes a return of 8% and does
not represent the return on any particular investment
Corrected to: Jim contributes 3% to the plan and receives a
company contribution of 2% for a total contribution of 5%.
Over 20 years Jim would accumulate close to $60,000.
Joe contributes 6% to the plan and receives a company
contribution of 3.5% for a total contribution of 9.5%. Over
20 years Joe would accumulate about $110,000.
60. Sometimes we get it wrong . . .
Chris, age 30, earns $40,000 a year and hopes to retire at
age 65. He is contributing 4% and has a balance of $50,000
in his Plan account. He is invested conservatively, so his
portfolio earns about 5% a year.
Saving 4%, plus getting a 4% match from his employer,
Chris will have about $259,300 total, or $10,370 a year to
spend in retirement. Not quite what he needs.
Chris decides to increase his contribution rate by two
percentage points for a total of 6% to get the full company
match of 6%. With this boost, he will have $870,100 total, or
$34,810 annually for his retirement expenses. That’s
$610,800 more when he retires, and $24,440 a year more to
spend.
61. Lessons to learn
Be skeptical.
Check everything.
Never trust Word’s spell check.
Walk away. Then proof again.
Find a reliable backup proofreader.
Read slowly. Out loud. Backwards.
In doubt? Find an in-house expert.
Know your weaknesses.
Go somewhere quiet to proofread.
66. Designers, know thyselves …
and what’s in the paper
“A designer handling sports pages one night last week
caught a big problem on A1 when the papers came up:
One of the two flag keys, a big one covering 70
percent of the width of the page, touted a story in
Sports about the removal of trees from the outfield at
Target Field.
“Problem was: Sports didn't have room for the story
and didn't run it.
“We should have caught the error in the slotting and
proofing, but going 100 mph we missed it.”
- Ben Welter, copy desk chief, Star Tribune
67. Is this what music has come to?
Indie folk singer Haley
Bonar already has recorded
songs for her next album,
“Golder,” but needs money to
cover the cost of touring as she
promotes tit.
69. AP? CMS? APA?
What’s your style?
Luverne
CHIT CHAT’S FAMILY RESTAURANT
920 South Kniss Ave.
Luverne, Minnesota 56156
507-283-4458
Located one-half blocks north of Interstate Highway
90 in Luverne
71. Know your left from your right
Before officers could
get the handcuffs on
him, Jackie Badguye
tussled briefly with
police, which resulted
in a gash on his left
cheek and a black
and blue right eye.
72. To summarize
Take nothing for granted
Designers and writers can miss the obvious
as well as the subtle
Pay attention when referring to all
of your document
Don’t embarrass your publication (or your
sources)
Have a sense of style
73. Time-honored tips and tricks
Pressroom guys have eyes
Don’t be afraid to get your hands dirty
Think backwards
Know your weaknesses
Listen to that little voice in your head
The devil really is in the details
74. Resources
Purdue University: http://
owl.english.purdue.edu/owl/resource/561/01/
University of North Carolina: http://
www.unc.edu/depts/wcweb/handouts/
proofread.html
Merriam-Webster proofreading symbols: http://
www.merriam-webster.com/mw/table/
proofrea.htm
75. Just for fun
ApostropheAbuse.com or Like them on Facebook
For Every Time You Misuse an Apostrophe, I’m Going to Remove a
Finger - Like them on Facebook
77. Panel discussion; many thanks to:
Special thanks and extra credit to Melody
Sanders, Kirsten Efird, Luci Calanor, Jack
Pointer, Laura Johnson, Greg Matthews,
Sherrie Voss Matthews, John Braun, Charles
Apple, Gina Lamb, Lynn Gosnell, Gawker
Media and The Huffington Post for the
bloopers.
Editor's Notes
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Pass around the pen that doesn’t write. And the mug that isn’t spelled correctly.\n
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Use laser pointer to note misspelling!\n
Insert bad head here\n
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Insert star wars head\n
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Note: Mention how you must beware using out-of-house contractors. Make sure the specs are crystal-clear. We also had difficulties with bleeds, trim and expectations. \n
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In my defense, it was late in the day. Make sure you proof with fresh eyes. Five of us approved this, by the way. \n
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Use laser pointer to show hard return.\n
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Cultivate people with strange hobbies. Have someone who knows obscure trivia. It helps. \n