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We’ve all done it – fired off an email in haste, only to notice the glaring typo in the subject line after hitting send.
Or maybe you’ve made a quick post on Facebook gushing over your recent “exotic” vacation only to get teased mercilessly about your “erotic” getaway. Sigh.
There’s no doubt spelling mistakes, poor punctuation and typos can cause embarrassment – not to mention the occasional LOL moment. But for businesses, errors in communication can do more than impact the ego – they can impact your bottom line.
A recent study in the UK found that a single spelling mistake on a website can drop online sales by 50 per cent. Read on to see how a few small typos had some big consequences, then check out a few of our favourite proofreading tips below.
Putting a comma in the wrong place can be a doozey: hundreds turn into thousands and thousands turn into millions. Often when such a mix up occurs, businesses can wiggle out of it, but it does mean their credibility, if not their wallets, takes a hit.
Case in point, in 2006 Alitalia Airlines offered executive-class flights from Toronto to Cyprus for $39, rather than $3,900. A couple thousand folks took advantage before the mistake was corrected, and when the airline tried to cancel the purchases it was a public relations disaster. Alitalia eventually agreed to the price reduction in an effort to protect its reputation, but at an estimated cost of more than $7 million!
An unfortunate case of a misplaced typographical character noted in The Irish Times cited a medical publication that just came short of libeling a therapist when his occupation was listed as “the rapist.” Yikes!
And remember that little exotic/erotic comment at the top? It was the basis of a gross negligence suit in which Yellow Pages had to pay $19 million in damages to a California travel agency.
While they may not necessarily be libelous, typographical errors and spelling mistakes can play havoc with online marketing campaigns. Spelling errors in email subject lines can result in messages being mistaken for spam or cause customers to unsubscribe from mailing lists.
And did you know that search engines can actually detect poor grammar and spelling issues in websites, resulting in lower rankings for search results? Not to mention that misspellings in keywords and titles can prevent potential clients from finding your products and services. Believe us, proofreading matters.
When it really counts, you may want to bring in the professionals. But even if you decide to go it alone, there are a few things you can do to help keep your copy clean and error-free. Here are a few tried and true methods:
Chances are your new proofing skills won’t save you millions, but they may help save your reputation as someone who actually went to school. Either way, it truly does pay to pay attention. Happy proofing!