How an Editor Can Help Your Bottom Line

OK, sure, the concept of sharing examples of unfortunate choices in grammar, spelling and punctuation is not new. The figurative red pen is wielded to good effect by editorially minded types like the Grammar Vandal and The Society for the Promotion of Good Grammar. But I don’t believe this market, if a bit damp, is yet saturated to the level of puddle formation. And, hey, pointing out and improving ineffective communication is what I do.

Of course, it’s not always a black-and-white matter of grammar or spelling that makes a piece of writing miss its mark. As an editor with Pace Communications, part of my job has been to help wrangle copy into a proper tone or brand voice for clients ranging from airlines to hotels to banks to casinos to children’s libraries. Sometimes the simplest adjustments really make a difference, as in please use any available contractions when producing marketing copy for a casino. “It is more fun than ever” just won’t do.

As is the case with tone, good grammar and punctuation aren’t always fixed targets. The rules may change depending on audience. I, for example, can be a fairly liberal user of sentence fragments in communications such as, say, blog posts.

But some things just need to be right. If your business works with a custom content partner, you have someone ensuring that the message you send to your customers and prospects is the one you want to send.  If you’re going it alone, you’d do well to explore any resources that could help you pay heed to the basics of standard English, or whatever language is relevant.

And yes, things move fast in the digital age, but being online doesn’t give you a pass. I steer clear of online shops where the copy reads like it was produced by a third-grader. Poorly edited text doesn’t engender trust. (Lest you think I am the pickiest human on Earth, with my reluctance to purchase goods or services from a vendor that can’t tell its from it’s, let it be known that my husband refuses to patronize any establishment that employs his most hated font, Papyrus, which can make it difficult to procure Thai food or spa services.) And I’m not alone: It’s been documented that lack of editing can cost your business money.

On a smaller scale, the thrift shop I visited recently would be out 24 3/4 cents per cup if it actually had to sell me one for ¼ of a cent, as its sign proclaims. And no, I didn’t see any that were “otherwise marked,” not even the ones emblazoned with country geese. That tiny dot makes a big difference to the sign’s meaning.

Now, I realize I’ve set myself up for you to point out any spell check–defying text gremlins that may squeak through in these posts. Go ahead.  I can take it.  While you’re at it, send me your own photos (alicia.miller@paceco.com) of any grammar gaffes you spot around town. For a positive spin, we’ll mix things up with occasional examples of communication done well.

Posted By: Alicia Miller Corbett