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One more reason to use a proofreader: Clarity

By
Services for Real Estate Pros with Marte Cliff Copywriting

It’s a given that we all make mistakes in our writing. It might be a typo or a misspelling. It might be a word doubled or left out when we were editing.

Often we can catch those kinds of mistakes ourselves, but there’s another mistake that we’re less likely to catch when we do our own proofreading. That one is lack of clarity.

When we write something, we know what we mean. That doesn’t guarantee that someone else reading itconfusion will also know what we meant.

This week an agent sent me the link to a long web page that he wanted re-written. It wasn’t a terrible page, but it could be improved upon. The biggest problem was that it left the reader with some significant questions. For instance – what does the price include?

In this instance, the information was missing. In other instances, the confusion comes from misplaced modifiers.

I always go back to the old example: “The woman hit the cow in the red car.” This one might make you stop and look twice, but at least you probably do know that the phrase “in the red car” referred to the woman, even though it was placed after the cow.

Other times, it’s a bit more difficult to figure out. Since our local newspaper has no proofreader and an editor who still writes “should of” instead of “should have,” it’s often filled with such puzzles. I’ve re-read sentences 3 and 4 times before deciding what I thought the writer was trying to say.

But... I shouldn't be overly critical. I've seen some pretty fantastic mistakes in hard-bound books produced by major publishing companies. Just last week I read a book in which the writer forgot that he was talking about a woman and referred to her as "He." In another book, the person's hair color changed from one paragraph to the next. 

Since those companies have paid, experienced proofreaders, it makes me feel a little better about missing an error now and then. 

You don’t have to hire a professional proofreader or even a person with exceptional grammar skills for this one. Just ask a friend or family member to read your copy and let you know if anything confuses them or leaves them with questions. And impress upon them that it’s important for them to give you their honest opinion.

The biggest trouble with using family and friends for proofreading is their reluctance to criticize your work. After all, they don’t want to hurt your feelings. It took me years to convince my husband that I wasn’t looking for approval when I asked him to read something – I really, really wanted to know if there were mistakes or if anything was confusing or in some way “off.”

Thankfully, he’s gotten pretty good at it! 

Image courtesy of morguefile.com

Comments(5)

Teral McDowell
Referral Patners LLC - Murphy, TX

Marte, always a good read coupled with great advice, thanks.

Sep 25, 2016 09:02 AM
Marte Cliff

Thank you Teral McDowell - I appreciate your support.

Sep 25, 2016 09:37 AM
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

It is even better have a friend proof read it before publication.  I saw at SJSU a Vietnamese-American English major was crying. She wanted to be a writer and her faculty suggested she become a better creative writing student or no diploma. Many Americans from low income neighborhoods are having problem getting through English writing in graduate schools. Many get discouraged and dropped out or forced out. 

For real estate I was suprised many realtors can not spell or write well. I often fix their MLS descriptions or fliers for them.

Sep 25, 2016 09:21 AM
Marte Cliff

Sam Shueh It is a disgrace that students can get through grammar school and high school without learning these skills. Not to mention college before graduate school!


Even the poorest neighborhoods have schools - they just need teachers who are willing to teach, and parents who support their efforts.


I was in my son's 2nd grade class one day when the teacher had students come up for show and tell. One boy stood looking at his feet and said "When me and my brother was going.." I could not believe that the teacher did not correct him. 


When I asked her about it later, she told me that she couldn't correct the kids, because that's how their parents talked at home and it would be insulting to them. I did complain about that to the principal, but I don't think it did any good. 


I can understand having trouble with creative writing - my Mom was a master story teller, but I didn't inherit the talent. 


As for real estate - there are no writing tests! Filling out the blanks on multiple choice questions doesn't help. 


You are a kind and giving soul to correct errors for your fellow agents. 

Sep 25, 2016 09:44 AM
Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Marte - I need someone to do that for me. Neither Mary nor our assistant Brandy will really take me to task when I write poorly - they're good on spelling, okay on grammar, but not willing to criticize, no matter how much I ask.

Sep 26, 2016 04:51 AM
Marte Cliff

Dick Greenberg - I understand what a problem that is. People who care about you don't want to hurt your feelings. My husband used to just say "It looks fine," even when it didn't. I had to repeat over and over that I didn't want approval - I wanted a critic. 

Sep 26, 2016 05:02 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices California Properties - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte excellent advice, unfortunately we live in a fast paced busy world and sadly this issue is low on many people's priority levels. My best critic is Diane unfortunately seldom do I ask her, only when I have  a very important high end client. Endre

Sep 27, 2016 01:00 PM
Marte Cliff

Endre Barath, Jr. At least you DO have someone to ask. That's a big advantage. 

Sep 27, 2016 02:14 PM
Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

Hi Marte... I learned proofing skills when one of my responsibilities in my long ago corporate life was coordinating the production of a Fortune 500's annual report for 5 years straight. It is a learned skill, but most anything written often needs more than one pair of eyes on it.

Sep 29, 2016 06:57 AM
Marte Cliff

Nina Hollander That extra pair of eyes simply "sees" things that the writer doesn't see. I have one newsletter reader who loves to alert me to my typos - they appear now and then even though I read those messages at least 4 or 5 times before I sent them. 

Sep 29, 2016 07:19 AM