Proofreading Marketing communications

Perception is a Reader’s Reality. Quality and proofreading marketing communications I attended a function at a local restaurant recently and was surprised to see the menu had five or six obvious spelling errors. I had to comment although I was encouraged by the wonderful social lubricant, “bubbly”. Some of my peers had noticed the errors, others had not and others commented that it made no difference to the enjoyment of our delicious meal. This was true I had to admit. However, if the owners had thrown together the preparation of our food with such little regard for detail and quality, would the attitude of my peers have been different? If a dirty knife or fork had been on the table alongside the badly presented menu, would the diners have complained and reflected on the quality of their meal? In fact, is it wise to assume that quality in products or services does not include pamphlets, leaflets, menus, advertisements or any other such communications? Recently I received a flyer advertising a business “open day”. The business was not in my area, the business name gave no indications and the poorly copied picture on the leaflet gave no context. In fact, the leaflet offered no motivation as to why I should take the time to attend. This promotional activity was wasted. Business owners take such pride and care in developing and producing their product, ensuring it is “cutting edge”, supported by the latest technology, service requirements or research; yet neglect a frontline promotion of their product. At a presentation recently, a young professional presented her business booklet. People did not take the booklet and I had to ask them “why?” The answer was uniform; the font was so small and light in colour, no one could read it. This was a massive missed opportunity. Written promotional materials are as much about professionalism, quality and high expertise as the product itself. They are about highlighting a product, attention to detail and capturing the potential customer’s interest and determination to own or experience your product. Professionally presented written resources are key strategies to the promotion and continual marketing of products, and can be powerful tools if people “take it away to look at it later”. Written leaflets and pamphlets will continue to sell your product long past the time of distribution—if you get it right. Key points for producing leaflets and flyers Remember, perception is the reader’s reality, regardless of your intent. Perception has the power to influence and motivate the reader. Motivated people act according to their current need or interest . Perception is one’s innate ability to process information to create a meaningful picture; and so as a marketer, you have the opportunity to influence your readers . Engage your reader or lose them; but whatever you do, do not take written material development lightly. Appeal to your reader’s needs and be clear on your products advantages. Some key points for producing well-written materials include a good grasp of grammar, a dictionary, a sense of readers’ perception, clarity on your target market and some sensible proofreading tips. • Make your written material look professional with clear graphics and “attention grabbing” headlines. • Give clear and specific information using power words such as “fresh”, “discover”. Make white space work and ensure each word contributes. • Target your reader’s needs and give a strong call to action. • Check every word with your dictionary and develop a style guide (or dictionary) for frequently used words. • Edit the document a minimum of 24 hours later and be ruthless with your first draft and even your second draft. • Ask someone who knows nothing about your product what the flyer/menu/pamphlet is saying. Repeat this on at least half a dozen people and listen to what they tell you. Remember: Consider your reader’s perceptions. Your readers will become or remain your customers.