How important is spelling in marketing?
September 22, 2010
We all want our marketing to be perfect but sometimes waiting for perfection can destroy your business.
A few years ago a business approached me to help them with their marketing. We met with them, were impressed by their business that employed 15 people and turned over nearly £2million a year. Our only concern was their reliance on a couple of large contracts that were due to be completed in 18 months time.
So having met with them, sorted out what they needed and agreed a budget we produced a marketing plan that they thought was just great. Suppliers were contracted to produce a new website, leaflets, brochure and more … work started in earnest and a great website and leaflet designs were produced. My work was complete and I moved on to other contracts.
Then it all started to go wrong. The business owner wanted minor changes making to the design and he wanted a second proof reader to check all the leaflet and brochures. His rationale was that his business success depended on attention to detail and details mattered. I could understand his concern and had no problems until more subtle changes were required on the website and time started running away. Months passed whilst minute changes were made to the design and colour schemes on the website and brochures.
Ultimately 18 months passed and he'd reached no resolution with this designers. I tried in vain to get him to launch the website but he was determined to get it absolutely perfect.
The problem was in the 18 months this took no marketing was taking place. His contracts completed but no more work came in and his business folded!
This is a shocking true story. I sympathise with his quest for perfection but not a the cost of losing his business.
You see most people will not notice small imperfections in your marketing. As much as I like to see perfection in all we produce I know that 99% of people will not notice an odd spelling mistake. The human brain doesn't seize up if it sees a spelling error it compensates and makes sense of it.
I'm not suggesting you don't aim for perfection … just that you use common sense and get your marketing in front of customers as soon as you can.
And if you don't think the human mind, strange as it is can cope with a few spelling errors read on.
If you can raed this, you have a sgtrane mnid too
Can you raed this? Aoubt 55 plepoe out of 100 can.
I cdnuolt blveiee that I cluod aulaclty uesdnatnrd what I was rdanieg. The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it dseno't mtaetr in what oerdr the ltteres in a word are, the olny iproamtnt tihng is that the frsit and last ltteer be in the rghit pclae. The rset can be a taotl mses and you can still raed it whotuit a pboerlm. This is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the word as a wlohe. Azanmig huh? Yaeh and I awlyas tghuhot slpeling was ipmorantt! If you can raed this forwrad it
So do we need to ensure everything we write is correctly spelt?
Yes, of course we should. My real message is that you shouldn't obsess about getting every detail right above implementation of marketing …. the important thing is to get your marketing materials out there.
A radical thought maybe …. what do you think?
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