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Q. What's the most common spelling or grammar mistake you see when you edit: its vs. it's or your vs. you're?

A. The answer may surprise you. We most often see people writing "you" when they meant to write "your," as in "thank you for all you help" or "we appreciate you business."

While irked by the typo, we give two thumbs up to the party-animal sentiments expressed by these penguins sipping cocktails on a tropical beach. Q: "What are you celebrating?" A: "Anything you want!"

We don't think anybody consciously chooses the wrong word. It's just a very common typo that spell checkers don't catch. Edit-check may even introduce this error! The missing "r" is so elusive that diligently proofreading your own work won't always cause you to spot it.

We were victims of the you/your mistake last month. We hosted a tropical-themed open house party at our new office (see photos of the office on our Facebook page.) Guests enjoyed island-inspired foods, umbrella drinks, colorful leis and breezy tunes. In that spirit, we decided to give away a door prize of a $100 gift certificate to Bahama Breeze Island Grille. The gift certificate arrived in a customized card that read: "From you friends at Hollister Creative." Holy talking penguins, is there no escape from typos?

Hey, youse! Take this poll: When you're speaking informally to a group of people, how do you address them? Results will be posted on our Facebook page.

Need help with writing or editing content for your website, email newsletter or print collateral? Email Kim Landry.

 

We all know that a David-size small business can look like Goliath on the Internet, just by giving website visitors the same quality experience that larger competitors provide. A trade show is another competitive arena where small businesses have an opportunity to appear larger than they are.

If you have attended trade shows, you have seen Goliath installations that must have been delivered in an 18-wheeler and set up by a battalion of carpenters and electricians. No small business can afford that.

 

You also have seen poor little Davey. He's the lonely guy sitting in the folding chair behind a 6-foot table with his trifold brochures and business cards fanned out across the standard gray table cover. Every small business can do better than that.

 

If you're buying space at a trade show to get noticed, invest in a display that will put you on par with larger competitors. A wide range of portable displays are available for $500 to $5,000. Choose the size that suits your space and your budget. Then work with a writer and designer to create an arresting combination of words and images. Here are three tips to keep in mind:

1. Think of your display as the billboard that makes prospects veer out of the travel lane and stop at your booth. Passersby should be able to read the large heading in 6 seconds or less.
2. Use one image or a related group of images to give passersby instant context for your message. Context helps them process the message quickly and decide whether to stop.
3. Keep all important text and images above table height and consider investing in a custom table drape that will blend with your display design and extend the impact down to the floor. 

These trade show displays designed for MavenWire and Sylvia illustrate the power of bold simplicity in words and images. Click for larger view.

These twin displays for Metro Alert are designed for use either side-by-side in a double booth or alone in a single booth. Click for larger view.

Have a creative challenge? Let Hollister Creative help you find the best solution. Email Kim Landry. 

"Wait! Get back! Help!" McCartney yells down the street after Lennon. He phones Lennon's house, but there's no reply. He thinks, "John, if you want me to, I will."

Next morning, Lennon arrives at the studio with a short set of lyrics that evoke feelings of warmth and nostalgia, edged with a hint of emptiness. He calls it "In My Life." McCartney presents him with a driving, pounding, longish composition inspired by the roller coaster of love and desire. He calls it "Helter Skelter."

Lennon's lyrics don't fit the melody, so he edits down each line into shorter bites. McCartney lengthens his melody lines to give Lennon's words some room. Lennon toughens up some of the language to match the rhythms. McCartney tones down the edginess to accommodate Lennon's wistful mood. The result is rubbish. They give up and go get a beer. Musical genius is thwarted. The End.

 

Why subject you, dear readers, to that sad cautionary tale? To make a point, of course. The words and images in your marketing pieces have to work in concert, like the lyrics and melody of a song. And the best way to ensure that outcome is for writers and designers to come together and collaborate from the start.

• DO agree in advance on the tone and voice of the design and the text.  
• DO establish word counts before writing starts. Otherwise, the writer may be forced to edit down prose from succinct to senseless or add unnecessary fluff to fill the space.
• DO story-board a brochure by folding a piece of blank paper in the chosen style and sketching out what text and images will appear on each panel. This allows the designer and writer to plan the order in which the text is revealed, and see what panels are next to each other as the brochure is unfolded.

Can you name all of these great creative duos? Click for answers.

Need a great creative duo for your next project? Email Kim Landry.