How many times have you read an article in which the author either missed a typo or made a major faux pas? Did you actually want to keep reading or did you, like me, immediately feel like the author just lost a little credibility? Effective writing also requires thorough proofing and revision; it may take you hours upon hours to craft an article but it only takes 30 seconds for a reader to impulsively decide that continuing to read is a waste of time.