The Content Marketing Hurricane: Using Proven Content Marketing Principles to Blow Your Competition Away! by Justin P. Lambert - HTML preview

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27 PROOFREAD

 

This is where you're going to go over your draft with a fine-toothed comb and make it even better than it already is.

Before you do, though, remember that just last chapter, I asked you to do nothing. That's because your first draft is 80% right.

That's going to be hard for you to accept when you look at it again because we're all our worst critics. Your internal editor has been pointing out everything you've ever done wrong for your entire life, especially when it comes to creative pursuits.

But guess what?

Your internal editor was wrong about whether or not you could be an expert. Your internal editor was also wrong about whether or not that first piece of content you put out there would get any response. (It did, didn't it? You've been monitoring it. Check out the results... Not so bad, right?)

So do me a favor and tell your internal editor to shut up.

Why do we do it?

Now that your internal editor has backed off for a few minutes, let's keep it real: your first draft has errors.

You're going to trust it to a large extent, but you still need to polish it up before it's ready to do great work for you as a publishable piece of content.

How do we do it?

It’s probably not necessary to go back to English class again and relearn all the professional proofreader’s marks, or to stock up on red grease pencils.

But, if that makes you more comfortable, go for it.

The point of proofreading at this stage is to eliminate silly errors such as spelling or punctuation. Fix any glaring grammar errors that you didn’t purposely put into the piece.

Consider adjusting the formatting if it’s not pleasing to the eye, or if, after writing it all down, you decide your initial thoughts on format may have been off the mark.

Another vital step to the proofreading process, if you can manage it, is time.

If a piece is long enough, important enough, or if the audience is large and influential enough, a lot of time may be in order.

Sleep on it, if you can. Allow yourself a day or two before picking it back up again. Look at it with fresh eyes.

If this isn’t possible because you’re strapped for time, at least take a ten minute break to get up and take your eyes off the words you have worked so hard to produce.

By coming back to them after a break, no matter how long, you’re much more likely to notice areas for improvement that you were blind to before.

Exercise #23 – Proofread

1. Glance over the first draft you created in Exercises #20 and #21

2. Correct any obvious spelling, punctuation or grammar errors that harm the piece.

3. Give it anywhere between 10 minutes and two days.

4. Read it again more carefully, with an eye for format and for any simple errors you overlooked the last time.

5. Read the next chapter.