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* Actually dial all phone or fax numbers to make sure you haven't transposed digits or worse. It's common for people to confuse their own phone and fax numbers, for instance. Test URLs in same way, and carefully examine ZIP codes and street numbers.
* In a recurrent publication, like a newsletter, or a letter you're adapting for a new recipient, make sure you've appropriately changed all dates and no-longer-relevant information deep in piece.
* Confirm spelling of all place names, company names and proper names. Often reference desk of a public library will check atlases and business encyclopedias for you over phone.
* Take another look at stated prices. Missing decimal points, switched numbers, shipping costs updated in one spot and not another all bollix up ordering process.
* Double-check your headlines and any corrections or additional copy inserted at last minute. Mistakes there are hardest to see.
Not convinced that misspellings make a difference? Recently in Wellesley, Massachusetts, a man handed a bank teller a note that read: "Give me your 10s and 20s and no die pack." Distracted by misspelling of "die" for "dye," teller had to reread note to realize that this was an attempted stickup. Indignant, she crumpled up note and told guy, "I'm not going to give you any money. Now get hell out of here." He obeyed, his message having failed to get across.
Marcia Yudkin is the author of the classic guide to comprehensive PR, "6 Steps to Free Publicity," now for sale in an updated edition at Amazon.com and in bookstores everywhere. She also spills the secrets on advanced tactics for today's publicity seekers in "Powerful, Painless Online Publicity," available from www.yudkin.com/powerpr.htm .