Never underestimate the importance of using the right tone for the right product.
Having worked in such diverse industries, I have come to understand that you don’t use the same vibe for a package holiday brochure as one would for a care home blog. It also has to be recognised that it is not always the person reading the copy that is the purchaser, another important point to think about.
Blogs, websites, user guides, press releases, brochures and call to action
documentation are all examples of the type of writing I have worked on before. Variety is the spice of life!

From the 20th century days of traditional direct mail to today’s social media and email, marketing has changed a lot over the years. People engage to find out about companies and products in many different ways. The basics remain the same though. It is about brand awareness, targeting the correct audience and then evaluating what worked once any campaign is over.
People still like the ‘leaflet’ to take home and show people or a brochure on the coffee table to refer back to. Newsletters are a great way to keep existing customers engaged too.

Checking spelling and punctuation are the basics of proof reading with the editing process then encompassing grammar. Do the sentence structures work? Are the paragraphs presented correctly? Does it actually make sense when read in its entirety? It can be a dissertation, policy document, book manuscript, historic copy or an article ready for submission.
Sometimes constantly reading the same thing tricks the brain into thinking it says what we have read but how often have we put two ‘ands’ in copy or thought we knew how to spell something only to find out differently years later? If it’s important to you, it’s important to have it proofread.