Proofread, please

The public might not except the allusion that you’re company means business if you disregard there intelligence by forgetting to focus on grammer

You may be excused for thinking that there isn’t much wrong with the sentence above. After all, bar the last word, everything is spelled correctly and the word order makes sense. But that’s not all that matters. If you look closely, you’ll find four different, legitimate words that were used incorrectly, changing the meaning and potentially turning this into an embarrassing situation. In truth, sending your words into the stratosphere (or your neighbourhood, as it were) might call for the help of a professional.

Whether trying to sell a brand, a book, a service or a bottle of wine, the perfect sales pitch is paramount to landing the deal. The right word at the right time could, indeed, mean the making or breaking of a deal. It comes as a surprise then to notice how many pieces of sales copy contain errors. How can the public take a company seriously if they assault the wrong words with apostrophes or habitually commit heinous grammatical crimes? Why would companies spend thousands of rands on the perfect design for a logo or advertising campaign, but neglect to let a professional proofread the copy first? Is it because they think that the public won’t notice?

Business owners shouldn’t be fooled by the perception that the man on the street is oblivious to the finer details of written copy. Just like the right garnish can take a slither of fish from blah to beautiful in a fancy restaurant, a finely written tagline can elevate a product or service to a new level of professionalism, regardless of its inherent quality or lack thereof. After all, underestimating Tom, Dick and Harry’s intelligence could effectively lead to someone else making a profit off three new customers.

Trust is the key factor here. Discerning consumers buy products they trust, from brands they believe in. So, let’s be honest: no patient would trust a dentist sans front teeth, or a dermatologist with volcanic acne. Who would trust a sign writer that specialises in “Sign’s”, then? Neglecting to polish all the grammatical aspects of a product might create the impression that the company is content with mediocrity. Why would the product itself be any better than its packaging?

There are many professional proofreaders standing by to meet any linguistic requirements that a business might have. A simple Google search could do the trick. The South African Translators’ Institute (SATI) can also recommend accredited members for high quality work. They regulate pricing and enforce quality standards, so that desired outcomes are guaranteed. More often than not, a proofread text can be returned in the blink of an eye, so that the effect on a tight deadline is minimal. For a reasonable price, any company could have the peace of mind of knowing that their interests are properly and correctly represented.

So, what’s the bottom line? Mistakes can cost a lot of money, in terms of brand credibility and actual profit. For a minimal fee, however, any possible missteps can easily be avoided. If a company is truly serious about what they pin their name and reputation on, they’ll make sure to cross all their t’s and dot those i’s – or, at least pay someone else to do it for them.

If you’re still considering chancing it, rethink the consequences. The public will thank you for it and frankly, so would your bank manager.