Does It Matter Where the Commas Go?

Is it?

Imagine pulling up to a doctor's office for an appointment. You notice peeling paint and a crumbling sidewalk. Things are no better inside. Stained carpet, dusty furniture and a coffee maker that hasn't been cleaned since a Bush lived in the White House greet you in the lobby.

The doctor may be wonderful. In fact, she may be the greatest, smartest doctor in the world. But given the condition of the building, you've already formed an opinion about her ability to provide high quality healthcare. (Admit it. You scheduled a second opinion before setting foot the exam room, right?)

Keep a clean storefront

Just as my fabricated doctor needs to work on her building, businesses today must ensure their "digital storefronts" are clean and tidy.

Today's customers engage with brands across multiple channels before making purchases or booking services. Websites, social media, email, apps and texts allow customers to connect emotionally with brands before money changes hands.  

And since those messages and communications play such a vital role in customers' decision-making processes, they simply must be free of grammatical and spelling errors. 

Mistakes Mean Lost Profit

Perception matters more than ever before. Customers quickly determine if a business is trustworthy, professional and capable based on what they see at first glance. If customers find comma splices, misused words and run-on sentences in your digital marketing campaigns, they'll immediately form opinions -- usually bad -- about your business.

That's not just my opinion. Consider this 2013 survey by Compass Languages. The survey asked people from various backgrounds and industries if grammar and spelling errors in promotional materials impact their willingness to use, purchase or endorse a product or service. Here are some of their responses:

"I give no credit to any source that doesn't bother to proofread their material, no matter how much I am interested in their product or whatever it is what they are selling/promoting."

"If a company lacks attention to detail in their promotional material, it speaks volumes to me about their attention to detail in other areas."

"Poor spelling makes one question the writer; Do they not care? Are they lazy? Regardless of what industry, this is the company's representation.​"

Ouch. Nothing like brutal honesty.

How to Avoid Mistakes in Writing

If you make a grammatical error in a Facebook post, you're certainly not alone. Even with a team of experts on staff, the world's biggest brands make the occasional typo. (Who do you think is more error prone? Coke or Pepsi?)

And while you shouldn't stay up nights worried whether you should have written "nauseous" or "nauseated," you should look for ways to minimize errors. (In the interest of full disclosure, I used these words incorrectly for longer than I care to admit.)

Extensions and apps like Grammarly and Ginger are good tools to use. They highlight potential mistakes so you can make corrections before hitting the "publish" button. You can also subscribe to any number of sites that deliver grammar tips and insights to your inbox.

Or you can hire an expert. A professional writer and editor not only prevents grammatical errors, he or she will help you craft engaging, entertaining content that improves your brand's overall image.

Given the value modern consumers put on digital engagement, hiring a freelance writer is worth the investment to ensure clean, consistent content. Get in touch today to discuss your needs and get a quote.  

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