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The best ways to proof and check your copy, before you submit it.

Let's say you have spent the last three hours writing a promotional email.

You have made numerous changes along the way. Maybe you have even written two or more complete drafts.

Finally you are happy with it and you are ready to submit the copy to your client or manager.

Not so fast!

As writers we can become hypnotised by our own copy. When we have been focused on our own writing for hours at a stretch, it becomes harder and harder to be truly objective about the result.

Here are three tips to help you make sure that your copy really is as good, and as finished as you think it is.

1. Leave it for a few hours. Preferably overnight.

Just put it aside. Don't even look at what you have written for a few hours.

The longer the better.

Why is the "overnight test" test so valuable? Because it reveals flaws in your writing.

When you are working on copy, and keep reading it over and over, your mind starts to compensate for mistakes and weaknesses in what you have written.

When you look at the same copy with fresh eyes the next day, it's sometimes shocking to discover that there are glaring typos in what you wrote, and perhaps some horrible weaknesses in the flow of your sales message.

The day before these weaknesses were simply plastered over by your mind.

In fact, half the time you are not even "reading" what you have written. You are remembering it almost word for word and, as you read, your eyes are simply prompting you...and your mind is reading from memory.

2. Read your copy out loud.

Don't whisper it either. Really read it out loud and listen to how it sounds.

Suddenly you'll realize that you have repeated the same word or phrase three times in two sentences.

Or you'll discover that your favourite sentence from the day before is actually quite clumsy. A regular tongue-twister.

Or you'll suddenly frown and realize that the amazing, skilful segue you created between paragraphs one and two actually doesn't work at all.

Or you'll notice that the rhythm and flow of your copy just isn't working.

3. Have someone else read it out loud to you.

Pick someone who isn't working with you on the project. For sure, it needs to be someone who hasn't even seen this particular piece of copy.

Don't let him read it to himself first. Just hand over a printed version and ask him or her to read it to you, out loud, in a strong voice.

And now listen and watch.

Listen to the flow. In particular, listen to when the reader pauses or stumbles.

Listen out for the slightest hesitation or break in the flow.

Above all, be honest with yourself.

If your reader hesitates or stumbles, so will your final audience.

If your reader seems to be losing pace or momentum half way through paragraph three, so will your audience.

And don't even think about prompting the reader, or explaining why something is written in a particular way. You won't be there to explain your copy when it goes live.

It will either work. Or it won't.

Concluding thoughts...

The three points above probably aren't news to you.

But do you do it?

Not just sometimes, but always?

If you don't, then you are submitting unfinished work.