Spelling. It is such a basic thing. We are taught to spell the moment we enter school at 5 or 6 (or younger) with small, basic words, and work our way up each and every year through the most difficult. Then we were privileged enough to be given the gift of spell check, which makes all of us lazy. Or better spellers. It depends on who you are talking to and if you remember to use the spell check in the first place. Then, through the miracle of technology we started texting. In the world of text…spelling just doesn’t exist. And now, if we weren’t lazy before with our spelling, we are.
I went shopping with my daughter today. As we pulled out of the parking spot, what do we see? A very nicely printed, colorful, flyer that was very professionally printed. This was for a tattoo company opening in a neighboring city. The colors were amazing. Really. The artwork was actually quite beautiful. It was on heavy stock paper, with a UV lamination coating. No expense was ignored in preparing for this opening, or promotion. I was intrigued, to say the least.I don’t have any tattoos. I have played with the idea of designing one and actually getting it. Honestly, though, I am my own worst customer, and have never agreed with myself on what I would like to have permanently on my body.
All truth be told, the moment I noticed what is in the picture above, I lost all interest. How in the world could I be expected to trust a person to permanently mark my body if they could not remember to spell check their promotional material? This is the kind of mistake that causes companies to loose business. Really. Think about it. This is company that thrives on producing amazing artwork that people will live with for the rest of their life. A lot of the amazing artwork will depend on their spelling, as many customers request quotes, names, and more. And here, in one of their marketing strategies is a glaring mistake that has lost them a customer. Or, at least, someone who could have been a customer, maybe, one day.
The basic lesson here is: Always prepare your files weeks, if not months, in advance of going to print. Run them through spell check, and have many eyes look them over. If the company you choose to use for the print service offers a service to not only proof your work, but to edit or check for spelling, please pay the extra fee, even if you are positive that you have no errors. The worse that will happen is that you spent a little extra money to guarantee a print ready piece in every way. If this special consideration is not taken, you could be out money and product when you receive the piece back and notice spelling mistakes yourself before you hand the marketing material out (I have learned this lesson the hard way) or even worse: you loose the customers you had hoped to gain by launching such an expensive campaign to begin with.
A mistake like this, if caught by the consumer, can cost you not only customers, but cost you the professional image you are trying to build. Good luck to you all!