Marketing, promotions, product fact sheets, catalogues, websites: what all of these have in common is the written word. How you prepare text, determines the success of a campaign, how successful a product is, and how much profit you make.
The written word is key. Before you start your next project, let’s talk!
STARTING POINT: Words count!
Working with our network of professional writers and editors, Evolving Media & Design can provide you with a full suite of writing and editorial services. These include everything from writing to final copy editing. As with our design work, Evolving Media provides you with the tools you need to develop your business or complete your project.
The professional services we provide for content creation are offered at competitive prices, calculated on a project-by-project basis.
The written word is key.
Before you start your next project, let’s talk!
If you have taken the time to write your text for a brochure, ad, or website. Evolving Media can use your copy as is —errors and all. Or we can have the written material you provide proofread to ensure your message is not convoluted.
Only by reading the material can we gauge what type of service you will need before the design stage of your project.
Many authors and clients alike don’t fully grasp the difference between a line edit and a copyedit. There are some similarities between the two: both pay detailed attention to your use of language and involve markup on the pages of your promotional copy. But make no mistake, these are two entirely different processes, handled by professionals with different skill sets, and should occur at very different times during the writing and production process.
What’s a Line Edit?
A line edit addresses the creative content, writing style, and language use at the sentence and paragraph level. But the purpose of a line edit is not to comb your ad, poster, brochure, catalogue, or website for errors. But rather, a line edit focuses on the way you use language and your spelling (Canadian English, American English, or UK English) to communicate your products, services, or overall story to the potential buyer.
Is your language clear and enticing to read?
Does it convey a sense of atmosphere, emotion, and tone? Do the words you’ve chosen exude a precise meaning, or are you using broad generalizations and clichés that, in the end, really do not sell your product or service?
An editor may draw your attention to:
Words or sentences that are extraneous or overused;
Run-on sentences, Redundancies from repeating the same information in different ways;
Dialogue or paragraphs can be tighter;
Tonal shifts and unnatural phrasing;
Text that don’t read well due to bland language use;
Words or phrases that may clarify or enhance your meaning.
The purpose of working with a general editor in this way is not just to improve your current promotional copy, but to differentiate, through the use of language, your product or service from your competition.
Corrects spelling, grammar, punctuation, and syntax;
Ensures consistency in spelling, hyphenation, numerals, fonts, and capitalization;
Flags ambiguous or factually incorrect statements (especially important for Ad copy);
Tracks macro concerns like internal consistency.
There will be some overlap between the work of a general editor and a copyeditor. Most developmental editors will point out technical errors or logical inconsistencies when they jump out, because they’re trying to make your writing better, and because editors tend to be perfectionists by disposition.
Our team combs through your prose, fixes your grammar and typos, capitalizes proper nouns, or changes all spellings of color to colour, harbor to harbour because we’re in Canada, not the United States. This is the job of a copyeditor, and it requires a rule-based understanding of standard Canadian, British, or American English usage that traditional editors don’t have. As such, your copyedit may, at our discretion come with a “style sheet” that explains how these rules and principals apply to specific things in your promotional Ad copy. So while your general editor will probably not have The Canadian Style: A Guide to Writing and Editing or the Chicago Manual of Style committed to memory, our copyeditor might.
There is one other reason that line editing and copyediting aren’t the same jobs: copyediting should always come after line edit, never at the same time or before. The page-by-page, sentence-by-sentence content of your promotional copy should be finalized before being fine-tuned on the level of a copyedit. Because what is the point of spending time (and money) proofreading portions of an early draft that might be significantly altered, completely cut, or rewritten by the time the final draft rolls around?
At Evolving Media, promotional copy that describes your product or service, regardless of industry, is written and edited, before the design process.
A final edit of the promotional piece (ad, brochure, catalogue, or website), and obtaining a signature is required before going to press or launching your website.
Evolving Media & Design Inc. also provides translation services, but that is for another discussion.
Evolving Media Chronicles
Marketing without a plan is like navigating a maze, sometimes you get lost. That’s why you need a guide. Let Evolving Media help you as your strategic partner.