Avoiding Mistakes in the Printed Word – and the Costs of Putting Them Right

Once the print run has started, it's too late to correct errors. Opening your first box of 5,000 documents and spotting a mistake is no fun – and costly to correct. But most people with experience of arranging printing can remember a time when they discovered a glaring error that they couldn't believe they'd missed in the draft they'd given the printer.

It's not surprising, given that printing is often done to tight deadlines – but if the documents aren't right, you've wasted time and money and you've got a problem on your hands.

Some problems are more subtle. When you look at the writing, it's all correct. But is it doing its job properly? Have you persuaded your readers to take any action, or is the document already on its way to the recycling sack?

A lot is at stake when you get material printed. The credibility of your company and your relationship with customers and potential customers can be damaged. If information is wrong, you'll lose sales, and if you fail to get your message across, your time and money has been wasted.

What not to do

• Don't make language mistakes. Royal Mail research shows that 74% of customers don't trust businesses that use poor spelling and grammar, and 30% would not do business with companies that made these mistakes.

Proofreading is critical. Check absolutely every detail. Proofread at least twice – first for content and sense (read aloud), and second for spelling, grammar and punctuation. Don't rely on your computer's spellchecker – get another human being to check it too. If you're not confident about your spelling and grammar, find someone who is – colleague, friend or family member.

Once you sign the proof off, you're confirming that you are satisfied with it – and if you spot a problem with the finalised versions that was showing in the proof copy, you'll have no grounds for complaint.

• Don't miss out important information. It seems obvious, but it's surprisingly common for flyers and other printed material to lack factual details. Whether you're stressed out or excited by the thought of having to come up with paragraphs of sales text, it's all too easy to leave out the basic information, intending to add it in at the end. And then forget. So, check that you have included everything the reader needs to know.

• Don't ignore the need for a final proof. When you're in a rush, and you're confident that what you sent through was fine, it's tempting to tell the printer to just get on with the job. Some printers insist on a final proof sign off, but others don't. Whether it's a business card or a glossy annual report, get the proof and make the time to check it properly.

• Don't produce business cards that don't tell people what you do. Just because you know what your business is all about doesn't mean everyone else does. It's important that your business cards make it clear to everyone what you do. Don't assume that just because you've talked to someone they will remember you later particularly if the conversation was part of a heavy networking session.

Don't rely on a catchy strapline such as "building performance" or "making change happen". Come up with a simple statement that really tells people what you're all about, and your card has got far more chance of being kept and used.

• Don't just test it only on people already involved. Because you and your colleagues are so closely involved with your business, it's often hard to see how others will perceive your printed material. Once you've got something that you're happy with, ask people outside the business for their comments. Does it work for them? And explain that you really need them to be honest!

If you're planning a big mailing, or an ongoing promotion, consider doing several different versions of the document, and tracking the success of each. You can then decide which version you continue with in the future. Even small variations in, for example, the text of a direct mail letter, can make a big difference to success rates.

• Don't forget to update information. Often, you will have documents that you send regularly for reprint. It's all too easy just to ask for the same again – then find that a detail is out of date. Make sure that you proof every document, whether new or old.

• Don't write ineffective copy. Whatever your document, you're paying to have it printed because you want to get a message across. Unless that message is communicated clearly, concisely, and effectively, you've wasted your money. To do this involves much more than just being able to write correct English.

Premier Print and Design can not only help you with effective copy writing, design and print but, can provide the much needed assistance to help you avoid the pitfalls of ineffective marketing campaigns. We are here to make your next print job a success. We know that when you succeed, you will come back to us next time. Tel: 01202 576266  sales@premierprint.co.uk