You’ve got spelling and grammar checkers on your laptop computer, so you’re all set to crank out the perfect sales letter while you’re on the road.
But Chandra Clarke and Terence Johnson of the online editing service Scribendi.com would urge you to not hit the “print” button just yet. Those spelling and grammar checkers can make mistakes, and even one typo could not only ruin the impact of your letter but reflect poorly on you and your company.
Written marketing materials are often the first impression prospective customers have of a company. And prospects can be very unforgiving of those little typos.
In the article “Ethos and Error: How Business People React to Errors,” University of South Alabama English professor Larry Beason found that mistakes in written materials create confusion regarding meaning and harm the image of the writer and the writer’s company. The typos often reflect on more than the writer’s communication skills, Beason said. The people he interviewed called sloppy writers “hasty,” “uninformed,” “careless” and “uncaring.”...
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