Every week, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This week Judy Hill,  pen name ‘judyjudy44,’ one of our most engaged writers in our Creative Network, explains the importance of  proper spelling and grammar within your ad copy. 

 


 

We must get back to the basics. The basics we learned in elementary school—spelling, sentence structuring, and other grammatical rules we need to understand in order to communicate meaningfully with others. The outcome can make or break your bottom line in the advertising world.

 

As hurried as we are today with all our commitments and not enough minutes in the day—we can’t afford to ignore the simple basics of proofreading to make sure our copy is void of misspelled words and badly constructed sentences…not to mention inexcusable “typos.”

 

Nothing irks me more than to see typos or misspelled words in copy on the internet, or anywhere else for that matter. And, I see them every day! Home or landing pages—the first thing users click on to read what you have to offer—can quickly turn them away before they even learn about the product or service you’re advertising. Does it really matter to readers if they find a misspelled word, or that you’ve left out a word in trying to get your point across? After all, we’re only human and we all make mistakes. Yes, it does matter.

 

“Mr. Duncombe, who runs travel, mobile phones and clothing websites, says that poor spelling is a serious problem for the online economy. He says an analysis of website figures shows a single spelling mistake can cut online sales in half.” Surprised?

 

Taking the time to proofread—and proofread again—(and even a third time reading it backwards or standing on your head) won’t hurt and will be time worth spent. You’re a professional…and your copy should reflect this.

 

I realize we all make misteaks (gotcha), and you think people would understand and overlook them. It happens all the time—after all, we’re not infallible. That’s not an excuse you can literally afford to make.

 

I’ve seen errors in published books, landing pages, numerous ads…and some are so obvious it’s hard to believe they could have been overlooked! Once I received a simple postcard in the mail advertising a huge car sale in large, bold print. One word was misspelled (or misprinted). For goodness sake people—proofread or, heaven forbid, take the time to look up a word in the dictionary if you have any doubts!

 

Most of us have spell-check and other grammar tools to catch our errors—but they’re no good if one refuses to use them because it’s too time-consuming or it doesn’t really matter. I hate when I’ve read something I wrote, or someone else wrote, where there’s a missing or misspelled word. I even scrutinize my personal e-mails. I’m thankful for my spell-check that magically corrects spelling errors…but it doesn’t examine and correct my overall sentence structure.

 

I’ve read other opinions from people online that see this subject in a different light. Some think it’s frivolous to think a few errors in copy could make a difference. Nobody’s perfect. That’s true— and we can’t change the fact— but don’t you think taking the time and effort to proofread is worth considering if it can impact your bottom line?

 


 

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The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.