A great idea will fall flat on its face if the copy isn’t clean.
I see it all the time—valuable content with punchy headlines and a smart structure. But then a jarring sentence, a confusing phrase, or a sloppy typo throws it off. It’s enough to break the reader’s flow—and sometimes, it’s enough to lose them altogether.
Proofreading is about removing anything that gets in the way of the message. Typos, yes. But also extra words, lazy phrasing, tone shifts, weak verbs. If it blurs the point or breaks the flow, delete it.
And yet, a lot of people treat proofreading like a checkbox at the end of a job. Quick scan. Run spellcheck. Hit send. That’s not proofreading. That’s gambling.
Proofreading vs editing – know what you’re doing
Editing and proofreading are not the same job. Editing is where you make the big decisions. Cut that paragraph. Flip the order. Rewrite that limp intro. It’s the rebuild. Proofreading? That’s the polish. The final check. You’re not asking, “Is this good?” anymore—you’re asking, “What could still trip this up?”
Proofreading is what makes your writing tight. Uncluttered. Confident. That final 5% that makes all the difference.
7 Subtle mistakes that weaken your writing
Forget the grammar police routine for a second. Here’s what really matters when you’re proofing your own (or someone else’s) marketing copy:
1. Anything that sounds off
Read it aloud. If you trip on a sentence, your reader will too. If it sounds like writing instead of talking, fix it. Proofreading is half about the ear.
2. Tone slips
You’re going for smart and helpful, but then there’s a line that feels off—too casual, too stiff, or just not quite right? Strip it back to match the tone all the way through.
3. Repetition
If you use the same word three times in two paragraphs, it shows. Vary it. Or better—cut the fat and say it once, right.
4. Unnecessary fillers
“Very.” “Really.” “Just.” “Actually.” Delete most of them. Trust your sentence to stand on its own.
5. Overuse of commas
Yes, they’re handy. No, you don’t need ten of them in a four-line paragraph. If you find a long sentence with three commas, see if it should be two sentences instead.
6. Numbers and facts
Triple check them. Typos in prices, dates, or stats make you look sloppy. Worse, they erode trust.
7. The lazy “that”
Start searching for the word “that.” Delete it when it doesn’t change the meaning. Nine times out of ten, it’s just slowing the sentence down.
Tricks that actually work
Here are a few simple, no-nonsense ways to catch what your brain wants to skim past:
- Change the font before you proof. Makes it feel unfamiliar to your eyes.
- Print it out. It slows you down—in a good way—and reveals mistakes screens often hide.
- Step away for a few hours. Or overnight, if you can. Fresh eyes spot more.
- Read it aloud. It’ll catch clunky sentences, awkward pacing, and anything that just sounds wrong.
Don’t let the details kill the deal
People don’t always notice flawless copy. But they always feel it.
Smooth copy keeps the reader in the zone. It builds trust. It makes the message hit harder. And in marketing, that can mean the difference between interest and action.
So proof like it matters—because it does.
Want a second set of eyes on your copy?
Whether it needs tightening, trimming, or just a solid polish –I can help you catch what’s easy to miss. Get in touch, I’d love to hear from you.