Yes, we have repeatedly been told not to do so for the sake of our mental and spiritual well-being, but in the advertising world, it's our job to dot every "i" and cross every "t." It's our responsibility to make it right, whether it's our own copy or provided by the client. In the latter case, we shouldn't hesitate to question copy points, confirm spelling or make grammatical corrections for fear of a client's negative reaction. On the contrary, most clients appreciate that level of attention to detail and passion for excellence--and come to rely on it. After all, it's usually one of the reasons they have chosen to work with an agency.
Webster defines style for the written word as "a convention with respect to spelling, punctuation, capitalization, and typographic arrangement and display followed in writing or printing." But a style sheet goes beyond those basic elements. The importance of client style sheets (not to be confused with the cascading variety—we’re talking old school here!) in the proofreading process cannot be overemphasized. Beyond corporate ID/graphic standards, a good style sheet/guide/book should also include the following elements:
- List of client officers and other personnel (names, titles, addresses, phone numbers, websites—anything that might appear in print or on a screen)
- List of product names and related trademark status (TM, ®, ©, etc.)
- Specialized industry glossary
- Client idiosyncrasies (they hate ellipses, for example)
- *Anything* else that might be relevant to either proofreading or great account service: names of client family members, birthdays, food likes/dislikes or allergies to assist with catering or restaurant selection…no detail is too small.
Essentially, it's a Client Cheat Sheet—providing detailed information that might now be compartmentalized within the account team to any associate who might need it. (Just in case you're hit by a truck!) Most importantly: keep it up-to-date. A style sheet should be ever-evolving, but review it at least quarterly.
Have you developed a style sheet for your client yet? If not, what are you waiting for—an expensive error?
Example: http://wordenpr.wikispaces.com/Client+Style+Sheets
Over-the-top on detail, but missing the personal touch: http://standards.ieee.org/guides/style/2009_Style_Manual.pdf
Related: http://www.digitalsuzi.com/blog/?p=27
Have a format that works well and want to share it?