Don’t believe having your work professionally proofread is important? You may change the way you think after reading about one costly error for Macy’s, and the end result.
The upscale chain of stores not only is able to align such stars for its television spots – Taylor Swift, Justin Bieber, Donald Trump, and Sean Combs, to name a few – but thanks to a costly catalog typo, the stars above aligned for a few lucky customers as well.
According to WFAA-TV, the retailer mailed out their catalog to customers advertising a “Super Buy,” and was it ever! A big HUGE thank you to the typo that listed a $1,500 necklace –made of sterling silver and 14-karat gold with diamond accents – for the low, low “Super Buy” price of only … $47.
Macy’s did not fulfill all orders placed for this piece of jewelry, but for the few customers who were lucky enough to take advantage of this mistake, kudos to you!
Look, this isn’t a huge decision to make: a proofreader is vital to clean copy. Have your work proofread, and proofread it again before sending the files to the printer. Then, for good measure, proof the print proof. Because the fact of the matter is, typos happen. All. The. Time. So hire a proofreader to perform this task: don’t expect the copywriter who has looked at his/her own copy a gazillion times, and knows it by heart, to know what the copy should say. Because they will miss something, I can almost guarantee it. No, invest in the services of a proofreader, a fresh set of eyes, to rip through that copy and find every single typo in your copy. And find them they will. Because that’s their job, and oh, how proofreaders love finding copy mistakes!
Unfortunately, this story does NOT have a happy ending: the copywriter who worked on this particular catalog was fired. For not catching her own costly typo.
This would not have happened if a proofreader had been on the project, too. Just sayin’.