You are going to acquire a product and you are evaluating your decision between two different brands. Both products are very similar and meet your needs.
You have a salesman in front of you, perfectly dressed, speaking in a moderate tone and expressing his ideas clearly.
Later, another slovenly one comes to you, his suit wrinkled and badly shaved. In addition, he raises his voice for no apparent reason and forgets to pause when speaking, sometimes using a grammar that makes understanding difficult.
Who would you trust to sell you a quality product?
CAREFUL WRITING AS A SIGN OF QUALITY
The written expression of a company communicates to the consumer the degree of professionalism and attention to detail that she has. The presentation of a product or a brand greatly conditions the trust that the customer places in them, and it is the first thing that he sees. Linguistic errors in the product documentation could have a negative effect on the image that is intended, and lead the user to think that if the presentation is of poor quality, the product can also be, although it really is not. In this sense, the documentation that precedes or accompanies the product is like the seller’s suit.
“It is because, when it is sold or communicated on the Internet, 99% of the time is carried out by means of the written word” (Duncombe) .
According to the testimony of the businessman of an online commerce , Charles Duncombe, bad writing can affect sales significantly. Duncombe assured BBC that, after an analysis of the figures on his website with spelling errors, he observed that sales were reduced by up to 50%, and increased after correcting the error.
ORTHOGRAPHIC ERRORS IN EMAILS
In the case of emails, spelling mistakes could cause mail filters to consider your email as spam or phishing attempt. This is so because spelling mistakes and poor wording are often a means used to dodge spam filters, or may be because the scammer is not writing in their native language, so your potential client may suspect genuineness of the email.
LINGUISTIC ERRORS ON THE WEBSITES
In multilingual websites, spelling or grammar errors can negatively affect the SEO (Search Engine Optimization) of the site. These can occur when the text is not properly revised or when an automatic translator or a non-native translator is used to translate the text into other languages.
On the one hand, the positioning, that is, the visibility of your website in the organic results of search engines like Google, depends on the keywords of search (keywords). If your content is not correctly translated and the errors affect the keywords, the website will not appear in the searches of your potential customers.
On the other hand, Google penalizes spelling errors in its positioning algorithm. If you want to know more, we recommend that you visualize this video of Matt Cutts, director of the department against the Google web spam.
The magnitude of the consequences of misspellings has led the Typo Bay company to a new business idea: that of offering an opportunity search engine on Ebay, that is, auctions that do not appear correctly due to some spelling mistake and, therefore, they receive few bids. In this way they offer the opportunity to acquire an object at a low price.
SOCIAL NETWORKS: THE VIRALITY OF ORTHOGRAPHIC ERRORS
Social networks are a very dynamic channel of communication with your consumers. The large amount of content that is published, as well as the accelerated pace with which they are produced, means that the linguistic quality of the message may be affected. Comments, tweets or well written and ingenious publications generate a great impact and spread at great speed. The problem is that errors echo at an even higher rate. Once the mistake is made, it is almost impossible to eliminate it and stop its expansion, and this can affect the image of your company on a large scale. The great diffusion and the “snowball” type multiplier effect in social networks, as well as the impossibility of controlling or eliminating contents once they have entered the circuit, are factors that we must be aware of and suggest the convenience of revising very well our contents before publishing them.
An example is what happened to the company Ocesa Rock with one of its newsletters . In it, they announced to their subscribers the imminent concert of the American singer Iggy Pop and his band in Mexico. In the subject of the email it said:
'Metallica and Iggy Popo together in Mexico City!'
One of its subscribers noticed the error and shared it on social networks, going viral.
Look in the mirror before leaving
No matter how sure you are that your text does not contain errors, it does not hurt to pass the spell checker in search of any errors that could have escaped. However, this is only the first step of the process, and it does not become a 100% reliable solution for texts for the public. The spell checker is not a panacea in any way, and it is not capable of detecting all errors of a grammatical or even orthographic nature. Sometimes, it does not even recognize certain words or languages. How to solve this?
Make sure you understand what you speak
If you want to make a multilingual diffusion of your contents, beware of the automatic translators and turn to specialized professional translators . Automatic translators can not guarantee an adequate quality of the content, they do not distinguish the context. The vast majority of the time they result in a general translation, poor, not very fluid and full of nonsense, so they require, at least, a human revision (postition) by a native speaker.
When writing any type of content, have the knowledge of a qualified reviewer to review the final version of the text before presenting it to the consumer. In this way, fluency is assured and correction in spelling and style is reinforced. Some typical mistakes to watch out for are missing or misplacing of tildes, the incorrect use (abuse) of capital letters, the inconsistent use of semicolons or the incorrect formation of the imperative … But there are also countless involuntary errors with undesirable consequences.
Control your tone of voice and your diction
If you are going to publish on social networks, hire qualified staff who know how to write correctly. Not everyone has the gift of expressing themselves with the right style, and the difference is noticeable.
It takes a lot to get the client’s confidence and a minute to lose it because of spelling, typographical or grammatical errors. Remember that your client can not know if your product is of quality before buying it, so only your words remain as a claim to get your trust. Remember: the well-dressed salesman is the one who gets the sale.