The Double Impact Of A Spelling or Grammatical Error

We're all human. We all make mistakes.
(there's probably an error in this very post!)

However, it's not excusable as it can cause some serious problems.

​In my copywriting classes, I explain how important it is to proofread everything you write, because a spelling, fact or grammar error has more of an impact on your audience than what you initially may think.

Here's what happens and how you can avoid the two unwanted consequences!

There are so many rules in English which seem to apply in some situations and then not the next. 
Silent letters, "I before E", is it octopuses or octopi? Is or are? Me or I? This list goes on...

English can be tricky for everyone, even if you're a fluent speaker using it every single day. But it's not just its difficulty that can cause you problems- it's also the occasional mistake or error we can make as we type quickly to meet our never-ending list of deadlines each day.

Unfortunately, these little typos can cost us more than we realise, and it's all to do with the reactions of our customers who are reading, listening and watching our content.

So, what are the two impacts that an error can have on our audience?

1. Loss of credibility

The obvious one, of course!

An incorrect number, a misspelled word, a poorly researched fact or obvious grammar error immediately makes our audience distrust our publication. 

Sure, it's not a big deal and they will probably move on, but the reality is, people begin to judge. It's human nature.  If they don't immediately stop reading, they will definitely be thinking twice about how credible the content is from that moment on, and this negativity can linger in their minds for a while.

As businesses, the last thing we want our customers doing when interacting with our brand is second-guessing the faith and trust they have in us! 

Our industries are too competitive to risk our customers thinking this way about our brand.  

2. Disengagement

THIS is the bigger problem of the two, and one that no one seems to consider.

The moment your audience spots an error, their mind begins to wander away and they fall out of your story. They disengage with your message and start to wonder:

Why was there two full stops there? How come a reputable business doesn't use an editor? That reminds me of that time when my son did that in his homework ... oh that's right, I need to sign my son's homework and..." 

You've lost them. They're gone.

In a world where it's hard enough to get people's precious attention, a spelling or grammar error can lose their focus and prevent them from receiving the message that the content was aiming to convey. This could cost you leads and sales- all from something as simple as a tiny error.

5 tips to help you proofread and avoid these problems

1. After your draft is complete, read it from the start to finish out loud- this will often pick up a lot of errors  as you will stumble over any problems.
2. Get your spell checker to give it a scan and see what it picks up.
3. If you have time and it's a  larger piece of work, like a report or a book, sleep on it. Close your final draft, and revisit it much later when you're fresher.
4. Get someone else to review it. You'll be surprised what a second pair of eyes will pick up.
5. Hire a professional copywriter, either to polish your draft or check it over.

Don't let a spelling or grammar error cost you your audience's attention.

How Can Melotti Media Copywriting Help You?

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.

You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!

For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
 
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