Denny’s Zinger: A One-word Typo Was a Deal Killer
Peggy and I once took a Mediterranean cruise over Christmas with two days in Israel. In Tel Aviv, we visited the Jewish Diaspora Museum and were deeply moved by the experience.
From The Lantern Theater Company
Here in Philly, the Lantern Theater Company is a tiny venue known for stunning productions with world-class actors practically in your lap.
I received the above email announcing NPR’s Dave Heller would moderate a discussion — “Storytelling and the Jewish Diaspora” — followed by a wine and dessert reception.
I started to sign up. The date: June 5, 2015.
Alas the email arrived July 23.
I figured I received an out-of-date promotion by mistake and was about to delete it.
Elsewhere I noticed the actual date was to be October 5.
Takeaways to Consider:
- If you don’t have a capable copy editor and proofreader in your organization, either hire one fulltime or keep a good freelancer busy.
- This is for all copy leaving your organization — from promotions, ads, billing letters, sales letters all the way up to the output of your top executives.
- “We are all a mouse click away from oblivion.” —George Wolff
- At best, this one-word typo makes the Lantern people look like chumps. At worst it cost them revenue.
- To all the techies who have taken over direct marketing, know this: Flashy expensive “Big Data” and “Data-Driven Marketing” don’t mean squat when the wrong message goes out.
Denny Hatch is marketing consultant, copywriter and designer. The author of four novels and 7 business books, his newest is Write Everything Right!
CLICK HERE to read the first 3 Chapters FREE.
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Denny can be reached at:
email@example.com • www.dennyhatch.com