The reason why your written content is more about the message than it is the commas.
If you’ve ever hired a copywriter or written your own form of content, you’d be likely to have some level of understanding of the importance of spelling, punctuation and grammar.
But, how much does this impact your reader’s decision to buy from you? Or sign up with you? Or join your team? Or subscribe to your mailing list?
While a capital letter, full stop, comma and question mark are all valuable tools when transferring your words to your reader’s minds, it is not the main reason why your business is going to make sales, or lose them.
Is spelling and grammar the final technique that changes your reader’s mind from a hard ‘No’ to a ‘Yes! Where do I sign?’
Is a perfect, error-free Instagram caption going to transfer your audience’s online interest into offline transactions?
It is as simple, and as complex as that.
A missed comma isn’t going to impact your audience’s idea of your brand.
But, a missed testimonial, a missed story, or a missed experience will. If you begin using your words to capture the moments that your online audience doesn’t see, you will begin planting the seeds and encouraging business success for the future.
It is not all about the comma, the semi-colon, or the exclamation mark. If your written piece mistakenly misses these technical aspects, you still have an impactful story to tell. Spend more of your time using your words to tell that story, and less of your time perfecting the expert grammar, spelling and specialised writing techniques that partner a well-researched written piece. This is especially targeted at those who use their time to critique their social media captions, given that there are 47 billion daily users on Facebook, and 400 million Instagram users creating Instagram stories every day (Statista,2018), it’s time to break through the noise.
While spelling is a basic requirement for decent writing, its value is outweighed by the story your words tell.
With 55% (Hubspot, 2018) of marketers saying blog creation is their top inbound marketing strategy, it’s clear that you’re here to tell a story. Your copywriter should be doing just that. You have the opportunity to use endless online platforms to create your message in different formats. One missed L in ‘totaly’ isn’t going to damage the strength of a good, honest, authentic story. Just be prepared to be questioned, and maybe make the conscious decision to enable spell-check.
It always comes back to the unsaid.
If your actions aren’t in line with your words, your reader’s trust is as good as gone. That’s why your deeper thinking and understanding needs to come from the root of your message, and not the dot at the bottom of your exclamation mark. 86% of consumers prefer an authentic, honest brand personality (Sprout Social, 2016), so all evidence suggests your authentic story is what needs to consume more of your focus, and not your spelling.
Use your business goals and objectives to drive your words, steering you toward an outcome that was eagerly anticipated before your story even began.
Your story is so much more than words on Instagram, an SEO search, Google ranking or digital marketing strategy. It’s so much more than a missed full stop, an incorrectly used hyphen or an additional question mark. So, do not limit its greatness by spending an excessive amount of time focusing on the technicalities when you should be focusing on the message behind it.
Your spelling and punctuation may be worth less on the currency scale, but your words and the stories they tell are worth far more. In fact, they’re invaluable. You are in charge of telling your story with every intention of making it to your final destination. And, if you cannot find the right words to do that, get a copywriter who can.