Why words really do matter
What do they mean?
Imagine receiving correspondence from your local MP full of spelling mistakes, or spotting typos whilst reading a national broadsheet. Would you begin to doubt the credibility of what you were reading? Would you question the professionalism and perhaps even the intelligence of your local government, or think that this “quality” paper was a bit of a joke? Of course you would.
So why would you allow this to happen with your company’s literature and marketing copy?
Bad or unsophisticated English, poor grammar, spelling mistakes and typos all create a bad impression, particularly if this is the first impression a prospective customer has of your business. It could seem that you hadn’t invested much money or time into the marketing of your company, or hadn’t bothered to check and re-check the material. If this is the impression that you give then how seriously will your company be taken?
I recently received an invite to the opening of a local restaurant which said “First come, first severed”!
Typos or punctuation in the wrong place can completely change the meaning of a sentence, – think of the book “Eats, shoots and leaves” or “Eats shoots and leaves”. The wrong word order as well can create confusion – in a US State Journal (Lansing, MI) a journalist wrote about someone who was “getting married for the third time in 10 days”!
Finally, it is essential to proofread before you allow anything to be published or sent out. The computer’s spell-check doesn’t pick up everything, for example “were” instead of “where”, or “though” instead of “through”.
The wrong use of words can certainly give the wrong impression. Mistakes and the incorrect use of language make your company seem unprofessional and potential clients may think twice about your credibility and expertise. Don’t let your own lack of time and copywriting experience hold back your business.
Using a professional copywriter makes sense, just as you may use an accountant for your books or a web designer for your website. If you don’t have the know-how, hire someone who does!
