WOW. Seriously? Hold on, let me read this again. Wait, is this story for real? Sure is.
You don’t need any narrative about why this SO bad or anyone’s opinions - positive or negative - on Barbies, Mattel, the Wicked franchise or dolls. And I’m not going to pretend I’ve never let something going out the door with a typo (we all have). I am going to give you some tips that will help you avoid a wicked messy oversight like this.
Ready copy backwards.
When you read copy (or ‘text’) your brain fills in words sun consciously, especially articles ‘a’ , ‘an’ and ‘the’. When you read it backwards, you focus on spelling and errant punctuation. Don’t have time to read backwards? Well, you don’t have time for a recall on your product packaging either. Also, in one of my previous jobs, I had to proof the Fair Credit Reporting Act that we reset and published with our products. It’s 108 pages. I read it backwards. You have time.
Call phone numbers.
Reading or comprehension challenges aside, it’s easy for anyone to transpose numbers. Numbers can be written or typed wrong with the initial copy. Call the number and make sure right organization or department answers.
Type in web URLs.
Open a browser you don’t normally use, so the search bar doesn’t auto fill and carefully type in the URL listed, including landing page IDs that come after slashes (/).
Scan the QR code.
Unlike an image or logo, it’s nearly impossible to distinguish a QR code by sight. If your company is using a lot of them in your print materials or commercials, get out your phone, scan the code and make sure it’s headed to the right site or sub-page.
Get a second set of eyes.
This is one of the best ways to proofread. Preferably this is someone who has never seen your document or project before. Co-workers, people in other departments, contractors like Fiverr or even Chat GPT can give you some help.
And a bonus! Know your weaknesses.
Mine are I-E combos (because “i before e except after…” is a load of $%*@.), dates and double letter combo words such as “commitment” “millennium” or “commissioner”. So I keep a list of these hot points and make sure I look at projects with these elements multiple times and very carefully. Have a proofing helper? Exchange your lists so you can have each other’s backs.
And finally, Mattel. If you need some help in the proofreading department, please call The Brandstalk.
