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Are You Double Checking Your Marketing Copy?
By Denise O'Berry
Expert Author
Article Date: 2010-04-06
Have you ever seen a sign or received mail that includes an error in spelling or word usage?
These type of errors are easy to make. Our brains have a habit of seeing the right thing when the wrong thing is the reality. I know I've been guilty of making mistakes with words. And although I proof everything I write, some errors just slip though.
But in business, these errors can make your company look stupid and actually drive customers away.
Recent news about the RNC mailer that sent people to the wrong 800 number reminded me how often mistakes happen. Direct mail pieces (both US mail and email) can be particularly susceptible to major gaffes so it's critical to have a simple quality control process in place before you pop your marketing piece in the mail.
Here are some things you can do to prevent your mail piece (or email) from making your business look stupid.
>> Let it rest. Once you have your marketing copy written, don't send it off right away. Give it a chance to sit overnight, then re-read it. You'll often find mistakes you had not seen before.
>> Read it backward. Start at the end of the message and read every single word. You'll be more deliberate and errors will stand out.
>> Test URLs and Phone Numbers. Copy and paste URLs in your browser bar to make sure you've typed them correctly. And don't forget to call any phone numbers in your message. Your marketing won't work if people can't find you.
Do you have other tricks you use to make sure your company doesn't look stupid? Please share in the comments.
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About the Author:
Denise O’Berry is a small business expert who provides tools, tips and advice to help small business owners be successful. O’Berry is the author of “Small Business Cash Flow: Strategies for Making Your Business a Financial Success.” Her blog can be found at Just for Small Business.
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