The Copywriter's Crucible

Surviving the Vagaries of the Freelance Life

Posts Tagged ‘malapropism’

How one writing error can instantly damage your business’s reputation

Posted by rachelwriter on January 27, 2010

Photo Courtesy: Flickr/Greg-ography

Embarrassing, but true: a few days ago, I spotted at least one glaring grammatical error on each of the Web sites of two well-known business schools here in Georgia.

The first was a subject-verb disagreement: “Each are….” instead of “Each is….”

The second was an embarrassing typo-turned-malapropism: “Perquisite” instead of “Prerequisite.”

And, I’m not talking about a hastily-scribed blog post, either.  I’m talking about the universities’ primary marketing copy.  The meat of the schools’ Web content.  The stuff that’s supposed to make prospective students salivate at the mere thought of enrolling.

Now, I don’t know about other people, but I wasn’t salivating much after stumbling upon these errors.  Blushing in embarrassment, perhaps.  Wide-eyed and flabbergasted, maybe.  But definitely not salivating.

Because, to me, these errors not only represented a flagrant carelessness concerning the schools’ brands and academic reputations, but they also suggested a rather low-quality education and academic environments that celebrate mediocrity over excellence.

Not true?  Perhaps.  But by now, that’s irrelevant.  Sloppy copy on the schools’ most important marketing tool—their Web sites—overshadowed everything else I read and, unfortunately, created a perception that these schools are not quality academic institutions.

Anyway, the lesson, folks, is this: perception is everything.  If your marketing copy isn’t crystal clear and error-free, you’re sending a message to your prospects that you’re careless, unprofessional, and inexperienced.  Oh, yeah—and totally not worth the money.

Is that really the reputation you want to create for yourself and your business?  Just some food for thought.

–Rachel

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