I once applied for a job as Marketing Manager for an up-and-coming software provider. In the interview, I was really put through my paces. In military style, every aspect of my capabilities were scrutinised, questioned and battered. I came out of the room feeling slightly downcast, knowing that I had not convinced the manager that I was a good fit.
Two days later, I was offered a more senior role working for a different vendor. As expected, the other job went to someone else. However, in the application process I had signed up as a newsletter subscriber of the first company, which meant that I started receiving email updates from them a couple of months down the line. I took some interest in reading them, as I knew they would have been written – or at least approved – by the role I had applied for.
In the same vein as looking up an old school mate on Facebook, I suppose I wanted to check out how good they were and compare myself to them.
The first spelling error was in the subject line. A little bit unfortunate, but not catastrophic. It did, however, make me scan the rest of the text a bit more closely to see if there were any more mistakes. Shockingly, I found another two errors in the same newsletter, one of them being a misspelling of their own product. I’d be lying if I said I wasn’t a little bit amused by this discovery!
I read the next monthly newsletter with the expectation that any quality issues would surely have been rectified by now. But embarrassingly, this issue too was riddled with spelling and grammar mistakes. As was the next, and the next. It got to the point where error-spotting became a bit of a game for me. How many mistakes will there be this time – and how quickly can I find them?
Almost a year after applying for the job, I happened to be having lunch in the same restaurant as the gentleman who conducted the interview. We had a brief chat, in which I mentioned I still received their newsletters. I hesitated at first, but then asked if he was aware that not a single one had been fault-free in the last year. At this, his face went very pale. He wasn’t aware. (He obviously didn’t read them himself). As amusing as it was to me at the time, particularly as it brought me some level of vengeful pleasure, this became a vivid reminder of how important spelling and grammar can be in communications.
It only took one mistake for me to start subconsciously scanning for more mistakes, and every one of those mistakes would impact the credibility of the brand.
Rather than focusing on the content, I was spotting spelling mistakes. And rather than building a trusted brand, they were turning into a joke – while senior management were none the wiser.
I recently ran a poll in a group of entrepreneurs in my network, and 81% agreed with the statement that “Spelling and grammar mistakes cause a brand or author to lose some credibility”. 38% also stated that they felt “frustrated or annoyed” with the lack of quality that errors like these denote, while 19% of them even expressed that mistakes in written communications “could cause them to choose an alternative brand in the future”.
When it comes to social media updates, users tend to be a little bit more lenient as these are often done on the fly and without proper spell check support. But marketing emails, website copy, adverts and printed materials are the vehicles that carry your brand – which should be flawless.
My guess is that your business doesn’t quite fancy the idea of sending 19% of your prospects to your competitors. So how about investing some time in copy editing and proof reading for your next campaign?