Double check and test your work always.
I know how it is. You've worked on a piece for days, weeks or months. You're sick of seeing it and you're sure everything is right. After all you've poured over it a dozen times. But as much as you want to get it out the door take the time to switch gears and be an editor. If at this point you can get another person to review the work all the better. It can be a co-worker, spouse, friend or anyone you trust to be honest and thorough. Even if such a person isn't available check the work yourself.
1. Read each word out loud, exactly as it is written. Read contractions as complete words. Is it "it's" or "its"?
2. If the word looks wrong check the dictionary. Don't rely on spell checkers.
3. Test all links and email addresses. Are they working? A few moments of testing could save you a wasted campaign that sends readers to a 404 error page.
4. Check dates and days with a calendar. Make sure December 24th is Thursday and not really Wednesday.
5. Print it out. Looking at your work in black and white makes it easier to spot mistakes.
Even if you are up against a deadline and you absolutely must turn the work in take the five to ten minutes to do steps 1 through 5. You'll save yourself the Homer Simpson, "D'oh!" moment and possibly a wasted campaign.
