Tweak Your Biz » Marketing » Marketing? Excuse me, your suit is covered with stains…

Marketing? Excuse me, your suit is covered with stains…



Spelling errors? Big yawn. Who cares – as long as you get across the big message?

Is that what you think?

I just came across a LinkedIn group comment from someone anxious to publicise his new CD:

“I’m proud to announce that my inspiprational and motivational ‘Amplify Your Success’ CD is now available.”

The CD is titled: ‘Highly Effective Back to Basics Approach for Building Your Confidence & Achieving Success’.

We mustn’t get too pedantirrational about such little errors. But the subject of track No. 7 on the CD is: Make A Great Impression. (Let’s ignore for now the subject of track No. 8: ‘Confident Communication‘).

Nice suit, pity about the stains

Imagine someone standing before a group of wide-eyed people keen to learn the Secrets of Success. He’s wearing a well-cut suit, smart tie, sparkling cufflinks. He looks smart – and successful – from a distance.

It’s a bit draughty at the back of the room, so you move up to a front seat. You get a closer look at Mr Successful Guru. A little white stain on one of his lapels. Hm, careless … happens to us all. Then you notice another little stain on one of his sleeves … and then another on his trousers. You start counting them – seven in all.

You haven’t heard a word he’s been saying for a minute or two, so you focus back on his words – in a slightly sceptical frame of mind.

Little thing, big effect

Like stains on one’s clothes, spelling and other types of errors in our writing are little things that can, insidiously, have a big effect.

One or two minor errors don’t matter much (we all do it). Consistently making errors is another matter.

Say someone is offering website services. The marketing message is: Fantastic. Best in the business. Unrivalled service. But the copy is riddled with mistakes, so a secondary message is being conveyed: Sloppy. No attention to detail. Unprofessional.

Yet everywhere you look you see errors – in LinkedIn discussions, forum comments, marketing material, website copy – committed by people who are trying to promote themselves.

A lot of the writing is so slipshod you can’t even work out what the person is trying to say. But that’s a matter for another day.

Yes, I know, this is not a very inspiprational bit of writing, but we need to remind ourselves to pay attention to our words before they go public. If we don’t, we’re not likely to Make A Great Impression.

Meanwhile, if you’re doing some public speaking and want to Communicate Confidently, don’t forget to check your clothes before you go on stage.

Do you agree? Do you have some good examples of minor mistakes marring a big message?



The Author:

I'm a freelance writer and editor who worked for years in journalism and journalism training. Under the name SwiftWrite, I provide copywriting, editing/proofreading, web copy, article-writing and press-release services for businesses and a wide range of organisations in Ireland and abroad. My main focus is on crystal-clear, concise, vigorous, error-free copy - and, in the case of business copy, words that sell. http://www.swiftwrite.ie

Add Your Comment

  • http://twitter.com/fredchannel Fred

    Cool post David and welcome to Bloggertone!
    I guess one good example of this is when you’re working on your email newsletter. There’re loads of things to coordinate, especially if you’re managing the platform yourself. Once you tackle everything, you’re anxious to launch and even though you did proof-reading… you always (always) find a typo.
    In my experience, when you’re working on a piece of text, it’s paramount to use the auto-corrector BUT to also read the full text at least twice. If possible, have someone else read it before hitting “Publish”!

  • http://www.btbtraining.com/blog Niall Devitt

    Hi David, Welcome to Bloggertone. As someone who has benefited from promoting myself online & as someone who a poor speller etc, this is an issue for me. It is not always possible but to get someone else to proof read your stuff is a good idea in my opinion.

  • http://www.writewordseditorial.ie Derbhile

    As a fellow copywriter, I agree wholeheartedly with what you say. A business spends a lot of time ensuring its products are displayed attractively, its staff are well trained and its premises look neat and inviting. It’s a pity that this doesn’t always extend to their content.

  • http://twitter.com/wingspouse Kathi Browne

    A teacher who says “I seen his last writing assignment and it still needs work.”
    A project manager who doesn’t notice a pee dribble by his zipper.
    A doctor/nurse who smokes and gives advice on how to get healthier by changing a habit.

  • http://blog.myprojecttracker.com Barney Austen

    Hello David. Welcome to Bloggertone. Accuracy on the simple things can make a huge difference to the perception of both you and your business. Your point is well made. Not only that – I learnt a new word – pedantirrational :) . Thanks for sharing.

  • DavidQ

    Thanks for all the comments, colleagues. Derbhile’s remark raises the issue of why we treat content differently. An English teacher once told me that the Chemistry teacher in her school had offered to take her class for her. She replied: Would you let me take your Chemistry class? “You must be joking!” he said. And she said: “What then makes you think you’re qualified to take an English class? I’ve spent just as many years training to be an expert in my field as you have in yours.” Briefly, few of us know our Chemistry, or advanced html, so we leave it to the experts. But we all read and write, so we tend to undervalue the know-how and skills required. (I should add, though, that many people who aren’t professional writers are great writers and communicators.)Anyway, on a lighter note, thank God there were no proofreaders around when school kids came up with the following gems:”When William the Conqueror approached London, the citizens quacked with fear.”"When the Vikings raided the Irish monasteries, they took all the valuables, including the women.” [In this one, I think 'circumscribed' may have been the word that was half-remembered:] “Sir Walter Raleigh circumcised the globe with a 70 foot clipper.”

  • http://twitter.com/SelfAccountable Cyi Taiga

    I LOVE your post! Thank you! When I point out all of the little things that people do they tell me I’m a perfectionist. I believe I’m a realist. All those little things add up to the over all impression of YOU. Davidquin, THANK YOU for pointing out the inconsistencies without being attacking. I respect your professionalism and appreciate your post. ^_^

  • http://www.seefincoaching.com/blog Elaine Rogers

    Hi David,
    I always liked English, and have been quite particular about spelling, punctuation and grammar when writing. However, I have found myself getting sloppy as I use Social Networking and texting more and more. Sometimes, if there is no spell check or auto-correct, I won’t bother to correct little errors.
    I feel that this is becoming the norm and filtering into the professional world also, with blogging, forums and commenting.
    However, my personal thoughts are that we should maintain professionalism with the written word when dealing with customers, clients, suppliers etc. But this line is also fading as I meet people on twitter, facebook personally, and then that relationship turns professional. Do I stop using the smilies and LOLs?

  • # jeffyablon

    I’m astounded byhow badly so many of us write-slash-communicate and how few of us are willing to say so.

    OMG. I LOL’d ;-)

    Really, that’s what it’s come to?

    Jeff Yablon
    President & CEO
    Answer Guy and Virtual VIP Computer Support, Business Change Coaching and Virtual Assistant Services

    Answer Guy and Virtual VIP on Twitter

  • DavidQ

    Interesting point, Elaine. I suppose that ‘chatting’ on twitter and Facebook can resemble the way we talk to each other informally — with lots of ums and ahs, false-starts, repeats, overlaps, and so on. But what we say to friends vanishes into their brains and the air.
    The trouble is that, on social-networking sites, we’re writing down our informal communications, so they’re given a kind of permanence. So more care is needed.
    In any case, it’s no harm to get into the habit of being exact – without getting too uptight about it.

  • Anonymous

    Brilliant post! I absolutely agree, it makes my eyes bleed when I see spelling errors in promo material. My local Spar has a sign up saying !!!!!”Competition” Winners Annonced Every Friday!!!!!!
    It makes me want to gouge my own eyes out

  • http://twitter.com/ballymountaccs Tom Holmes

    Thanks Niall – yeah the 25% R&D tax credit is a very useful tax break to consider and it’s not just test tubes in a lab type stuff that qualifies. The definition of what constitutes R&D is quiet wide ranging and could very easily apply to a lot of corporate businesses out there! Cheers :)

  • http://www.FionaAshe.com/ Fiona Ashe

    These are all excellent insights, Tom. Many thanks for sharing them! Best wishes, Fiona.

  • http://twitter.com/ballymountaccs Tom Holmes

    Cheers Fiona – hopefully it will help to save a few quid for someone. Have a good Xmas break. Chat again soon!

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    Tom,
    A huge welcome from me to TYB, this post is hugely informative and beneficial for all. Some really valid and accessible reliefs and refunds to be had.
    A great post – thanks for the timely share – pity for some, 2 weeks won’t be enough to avail of un-known or forgotten reliefs and claims. I hope people act with haste as you suggest :)

  • http://twitter.com/ballymountaccs Tom Holmes

    Thanks Elaine for the welcome – feel like the new kid!! Anyway glad you found the post useful and informative – hopefully it can save someone somewhere a few euros. Happy Christmas to you and hope you have a successful new year! :)

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