More Than One Pair of Eyes

I was at a networking meeting the other day and received a marketing piece that was a little different than the usual business card.  I thought what a clever idea.

The business owner had created a bookmark with a photo of one of her products on the front along with her name, business name, and contact info.  On the back was a brief but dynamic description of her business along with a small map showing where her store was located.

It had been professionally printed in full color and stood out from all the other bookmarks. But as I read through the description (which was very well written), a grammatical error was so blatant that it immediately caught my eye.  There was another spelling error as well.

By not catching these two errors before her marketing materials were printed, the business owner gave the impression that the small things don’t count.  Since I’ve known this business owner for a long time, I know that is  the furthest thing from the truth, but in marketing, perception is often reality. Catching grammatical errors or typos before producing marketing materials will not only make sure that the impression you are creating, with the person you give it t, is a positive one but it can save you the time and monetary costs of a reprint.

It is always a good idea to not just trust your own eyes but to have it proofread by someone else.  We try to prevent errors in our magazine, GiftRetailersConnection, by having two different people proof it after I have completed it.  But even then, errors do get past all three of us.  But there are far fewer errors than if I were the only one producing and then proofing the manuscript.

To be on the safe side, try not to depend only on your own pair of eyes when producing marketing materials. You only get one chance to make a first impression, so you want it to be your best.