You’ve seen them before and you’ll see them again. The boo-boos. The spelling errors. The simple typos that could have been avoided had someone taken the time to use spellcheck or proofed their writing one more time….
I keep a file of marketing boo-boos. Not because I like to wallow in someone else’s misery, but because I know I’ll use those examples one day in one of my workshops.
We’ve all seen them. Heck, I’m sure we’ve all made them, too. We’re human. But, that’s the point. The computer isn’t human and is programmed to catch most of our errors. So, how come so many people don’t use the easiest and best business tool going?
How’s this for a marketing e-mail subject line?
[company name]-Your Sorce for Promotional Products and Gifts
How’s this subhead that appeared in an online article on a major site:
Adapted from an article publlished on [name of publication]
How about this customized message to me from a business associate?
I’ve learned…. Beverly, YOU ARE MY FRIEND AND I AM HONORED!
Thank you for taking time to meet with me today. You are AWESOME!!!!!!
Only problem is….my name’s not Beverly!
Oh, and get a load of this automated e-mail confirmation from a print publication:
You will be receiving a e-mail conformation.
I could go on, but you get the point. Using a simple spellchecker, available in most software, may not catch every single error or typo, but it sure can cut down on them. Reading what you write – a couple of times – also helps reduce your faux-pas.
Now, you may ask…why is it important? Because it speaks to your credibility, your professionalism…your brand, whether it’s your company’s brand or your personal brand.
So, turn on that editor and make sure you’ve got it write. (Just kidding.) : )
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It also helps, if you have the resources available, to have someone in your office proofread your work. I’m the office spelling geek, and I’ve caught so many of these in my co-workers’ correspondence.
Spellcheck is a good tool, Elaine. But JD – that’s absolutely right. Another pair of eyes helps enormously. As I always say…EVERYONE needs an editor, even (or maybe especially) the best writers.
I agree! Yet, for those who are single entrepreneurs, another pair of eyes isn’t always around. For the less important stuff, I advise using the spellcheck and grammar software tools. But, for the important stuff, you’re right. They can either hire a proofreader or ask someone they trust to check their writing.
I wonder how many business deals, quotations or proposals get tossed because bad spelling or grammar sent a negative message.
Ann is my favorite editor. Helps me stay on JD’s good side.
Eric
Spellcheck has one big weakness — it won’t catch your using it’s for its, yore for your, etc.
Still, spellcheck is a good start!
1. If it’s important, print it out! You’ll catch things on paper that you won’t on the screen.
2. For your repetitive boo-boos (e.g. my fingers always seem to type “chnage” instead of “change”), add automatic corrections to AutoCorrect in Word. To do this, enable the Autotext toolbar: (Word 2003).