Questions for you: Would you visit a doctor who spelled your condition wrong on their website under “specializations”? How about a real estate agent or a loan officer who doesn’t use any punctuation in email exchanges? Or, maybe worse, adds on a couple of extra zeros by mistake?
In order to build trust with our customers and to validate our credentials, we have to care about good editing.
We’ve all seen the classic typos that make headlines. Would you want to “become a partner in pubic education” in this rather…unique sponsorship opportunity? (Not so sure that banner will bring in the expected funds.)
Maybe you’re thinking, I’m not a doctor, so is this really a life or death situation? We happen to think that attention to detail goes a long way in building a reputable brand. And, yes, this could be life or death for your company. Here’s why editing (still) matters…
Put Your Best Foot Forward
Have you ever reviewed resumes of potential job candidates? Resume Writing 101 would tell every applicant to diligently proofread their resumes and cover letters.
You have only 15 seconds to capture a consumer’s attention, so you shouldn’t underestimate how much spelling matters in business communications.
The same is true for your business. Your website, social media, email campaigns, business cards, and every form of communication that you have with potential clients are all job applications for your company. You have to put your best foot forward and treat these platforms with the same attention to detail that you would use when crafting a resume.
Because, if you don’t, someone else will get the job. Your competitor—who has perfected their communications efforts with a fine-tooth comb—will win the new business.
Consumers Care About Spelling and Grammar
For those who still don’t think that proofreading really matters, that it’s more about the product that you’re selling, what if we told you that consumers are watching, and they do care? According to Disruptive Communications, when consumers reported what was most likely to damage their opinion of a brand in social media, 42.5% answered poor spelling or grammar.
Imagine you’re in the cereal aisle. You can pick between a brand touting “Serios Health Benfits!” or the box right next to it offering “Serious Health Benefits!” Whom would you trust with your health? The same is true for a quick social media post or an email blasted out to all of your subscribers.
As Entrepreneur reports, you have only 15 seconds to capture a consumer’s attention, so you shouldn’t underestimate how much spelling matters in business communications. Do you want a website filled with silly errors? There’s a high chance the visitor will leave your site and move on to the next one.
It’s a Reflection of Your Quality Standards
If you don’t spend time carefully writing and reviewing your work before you share it with the world, it can demonstrate that you won’t be careful and accurate with your clients’ work—no matter the industry.
If you don’t spend time carefully writing and reviewing your work before you share it with the world, it can demonstrate that you won’t be careful and accurate with your clients’ work.
In our age of social media, where news travels fast, you may feel like you just have to get the information out as quickly as possible. Pump the brakes! Inaccurate or sloppy information won’t keep you ahead of the game; rather, it will communicate that your quality standards are set pretty low.
It’s important to incorporate editing time into every project schedule. It’s a reflection of everyone involved if a pop-up banner is printed with misspellings or incorrect information. Sometimes it’s as simple as an extra pair of eyes to catch a small mistake before it goes into production.
You Have Holes in Your Story
We all do it—we tell a story in which we’re deeply entrenched, and we leave out important details along the way. Our brains fill in the holes, but we forget to communicate all the steps. You might tell a story at a party about how you ended up breaking a heel while hitchhiking in New Mexico. A close listener will ask, “Wait, why were you hitchhiking…in heels…in New Mexico?” Oh, that’s right, you forgot to mention that you ran out of gas driving to your hotel after a work conference. (Quite a different story, right?)
Your website, social media, emails, business cards, and every form of communication that you have with potential clients are all job applications for your company.
Just like the story you recounted at the party, it’s easy to press “send” or “print” too soon. You may have spent hours, days even, writing this piece that’s now become too familiar to you. Some outside perspective—better yet, an eagle eye editor—will quickly spot any missing parts of the story you’re trying to tell.
It may be a quick glance to double-check. Other times, editing is a lengthier process, involving an expert wordsmith who is also an outsider looking into your story. Even editors need editors! Our NB editorial team helps each other out by reading our own writing and filling in the holes. When we’re too close to a story, we have to step back and bring in outside perspectives.
Tell the Full Story
Don’t send out sloppy work that could damage your company’s brand. Get the editorial support that you need to round out your unique story.
