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New FREE stuff
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If you haven't dropped by our website
recently, you probably don't know that we
have just loaded it up with a bunch of new
articles—this time on the subject of
communications. While there, feel free to
browse the
marketing articles, too. We think your
business
will be better for it. Adams Jette
Marketing
+
Communications
100 Argyle Avenue
Suite
202
Ottawa, ON K2P 1B6 Tel:
613.235.5445
Fax: 613.235.5514
info@adamsjette.com
www.adamsjette.com
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"To be or to be."
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Typos. They're insidious. (Didn't see it? Read it
again. It should be "To be or not to
be.") And it's exactly the same typo found in
a recent edition of Hamlet that turned one
publisher's face red. And who can forget the
extra comma in a contract that recently cost
Rogers Television more than two million
dollars in a dispute with Alliance? Okay,
maybe you don't remember. But rest assured,
Rogers won't soon forget.
Typos are, at the very least,
embarrassing. At most--as Rogers found
out--they can be very expensive. If
you've ever published the wrong
telephone number in one of your ads, for
example, you may not even know how much that
cost you. (US retailer L.L. Bean knows all
about that. It once published a
back-to-school catalogue that invited readers
to call 1-800--when it should have been
1-877. L.L. Bean paid big bucks to take over
that 1-800 number from a Virginia company.)
Sometimes, typos simply turn
people off--and that can derail a planned
purchase.
So what can you do to avoid those
potentially costly mistakes? Here are a few
pointers:
- Get a second opinion. Get a second
set of eyes to look over the document--try to
find a pair that hasn't seen the text a dozen
times already.
- Let the text rest--overnight, if
possible. Fresh eyes can almost be as good as
a second pair.
- If your text has website addresses or
telephone numbers, physically check them. You
never know.
- For a regularly published document such
as a newsletter, keep a checklist of things
that change every issue such as date or
volume number. Review the list last.
- A person's name or title, a company name,
a place name--these are all spelling disasters
waiting to happen. Check and re-check.
- Nothing is more frustrating to a consumer
than a misstated price. Give that price list
a second, critical look.
- Where could a typo be the most
embarrassing? In the headline, of course! If
you have time to check only 10 words, make it
these ones.
- Last-minute additions to the text are
magnets for errors. Be very careful.
- Assuming your document isn't a tome, read
every word-backwards. This technique helps
you focus on individual word spellings.
The more care you take, the less chance you will
bowl, er, I mean, blow it. And the less
chance your sales will suffer because of it.
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What our clients are saying...
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"Thanks for your assistance with
this project—we are very pleased with both
the speed and the quality of your work. It
became clear soon after we began that you
share our commitment to providing value in
terms of great service and high-quality
products. We look forward to working with you,
again, soon."
John Liptak, President
OakWood Design + Build
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QuikTip
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restaurateur -- Although
restauranteur (with an "n") is
somewhat acceptable and used frequently, the
preferred and correct spelling is
restaurateur (no "n").
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