I'll have copywriting with a double side of editing, please.
Monday, January 4, 2010 at 9:56PM Editing (aka copyediting) is definitely the letter “E” in my ABC’s of Marketing Communication. I’ve written about this before, so it’s no surprise how important I think it is. But why is it so important? Well, let’s look at a scenario outside of the world of copywriting to help put it into perspective.
Consider going to a restaurant for the first time. You walk in, and the ambiance is wonderful, the hostess is friendly, the aroma is enticing. When seated at your table, however, you notice crumbs lingering from the previous diners. Then you wait what seems like an eternity for your server to arrive. Although you consider leaving, your server shows up, and thankfully she’s perfectly pleasant. So your hopes are renewed, especially after you see the menu. Mmm mmm. The wine list is also fantastic. You choose your favorite Sauvignon Blanc, yet when your server returns with an only slightly chilled white wine, she fumbles with the corkscrew and drips a little too much on the table. Your appetizer soon arrives and is delicious. But when your entrée is served, it’s quite tasty, though cold from obviously sitting too long. And you had to ask for water refills all night. So while the restaurant had a lot of promise and a few high points, it just didn’t hit the mark. Maybe you should have left after all. You certainly won’t be back.
What does this scenario have to do with your marketing communication? Copyediting? Simply put, if your prospects have to look past several errors and other issues in your content they may not bother to take the time or clear the budget to find out just how great your product or service really is. Or if they happen to give you a chance yet the lack of attention to detail continues, they could be “one-and-done” with you. After all, if you don’t pay attention to the details of your own company, why should your customers think you will treat their business any differently?
The good news is that editing can and will help you focus on the details of your marketing communication. Before signing off with the printer or pushing the publish button on your website or blog, go over your marketing content and ask several questions.
Question 1: Could your copywriting be tweaked to read more easily? Take this example I recently found online:
Promo: If you have a coupon for a discount. The above price is without discount. You will enter your coupon during the checkout process.
Sure, you get what they’re trying to communicate. But it isn’t as easily understood or clear as it could be. Instead, how about:
Promo: The above price reflects no discount. If you have a coupon or promo code, please enter it at checkout.
Question 2: Are your facts and figures correct? Missing an error or inaccuracy is very easy to do when you’ve looked at a piece of writing many times. Yet the result can be costly. For example, maybe you only meant to offer a 15% discount and not a 25% discount. Or if you’ve been in business since 1935 but inadvertently typed in 1995, your company may have take a 60-year hit on longevity, trust and tradition.
Question 3: Did you rely on spell-check? It’s certainly not foolproof and can lead to errors that can be embarrassing. Take the business that requests help stocking its food panty for the holidays. Now, I’m sure the less fortunate could sometimes use some new panties, but I’m guessing a well-stocked food pantry would be more helpful. (Yep, that’s a true story.)
Some other copyediting questions to consider: Did you use a lot of industry jargon that your readers may not understand? Could you have used a numeral or symbol to help a particular part of your message stand out? Are your headlines and calls to action compelling?
One other word of caution: don’t depend on a stunning “look” to get you by because your graphic design is only going to get you so far. Yes, your marketing must look good -- it’s going to catch a prospect’s eye and build/maintain your credibility. That’s only one aspect of the communication process, though. Remember why you’re creating the brochure, website or newsletter (or whatever piece) in the first place - to communicate! – and make sure to invest just as much time into your content so you can achieve the results you’re looking for. And part of that investment must be copyediting. Yes, it can be a major undertaking, but many times it’s the small changes that make a big difference.
Now it’s your turn to weigh in. Is editing an issue with your company or organization? Do you invest as much time as you would like to on making sure the details are covered in your copywriting? If you don’t spend much time on editing, why not? Has editing – or a lack of editing – had an effect on your business in some way? What’s your take?
Reader Comments (3)
thanks a lot dear, im very interesting for your article. im very impresing for this :)
jasa iklan
I recently came across your post and have been reading along. I thought I would leave my first comment. I don't know what to say except that it caught my interest and you've provided informative points. I will visit this blog often.
Thank you,
Small Business Loans
People deserve very good life time and mortgage loans or sba loan would make it much better. Just because people's freedom is grounded on money state. akjldc akjldc - Moncler jakke Salg.