Here in the Message On Hold Copywriting Department, we write a lot of scripts. We proof them personally before we submit them to be proofed by the other copywriters. Needless to say, we’re forever looking for errors in our copy. There are a few cardinal sins… using stale phrases like ‘one-stop shop’ and ‘needs & requirements’ or mistaking ‘you’re’ for ‘your’. Proofing is where these sorts of subtle errors get picked up.
Should a mistake slip between our fine-toothed comb for one of our clients to pick up, we find a fair bit of egg on our face. If they don’t, the gentlemen in studio will, making it virtually impossible for a written typo to be recorded that, in turn, makes our clients sound foolish.
This is not a luxury you get with all marketing efforts, especially ones you do yourself. You can now make and host your own website, print out your own pamphlets and upload your own videos to the web (as mentioned in this story). If no one is looking over the copy you’re putting out there, you run the risk of public embarrassment. If you want to bottom out your credibility as fast as possible, just chuck in an obvious typo and watch your brand equity evaporate.
I recently found a website that contained the word ‘personalised’ in the company name yet in the ‘About Us’ section they had referred to themselves as ‘personzlied’. ‘Personz lied’ to whoever thinks this is an acceptable public display of your brand. The easiest typos to miss are the skipped words (e.g. ‘the’, ‘that’, ‘a’). Unless you want to sound like you were raised by apes, get someone else to read over your copy… more often than not you’ll be surprised by what they find.
Take this opportunity to proof-read your website and ad material, if you catch any typos… you can thank us later.