Still think typos don't cost you?
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Reprinted with permission from the Marketing
Minute, a free weekly
newsletter written by Marcia Yudkin on creating marketing: http://www.yudkin.com/markmin.htm
Occasionally I encounter marketers who insist spelling
doesn't matter. "No one really cares," their argument
goes. "Typos humanize the copy, and besides, everyone
knows what we mean."
Oh, really?
* In 2004, Judge Jacob P. Hart of Philadelphia slashed the
fee due an attorney in half because of overabundant typos.
The lawyer lost $31,350.
* In Britain, DDS Media had to destroy 10,000 spelling game
DVDs whose cover misspelled a popular TV anchor's name.
* A Wisconsin-based editor paid an executive recruiter
$1,720 to spruce up her resume and send it to 200 potential
employers, only to learn that the resumes went out
containing a section of gibberish. The editor sued the
headhunter for more than $75,000.
* In 2005, a trader on the Tokyo stock exchange intended to
trade 1 share at 610,000 yen, but instead placed an order
for 610,000 shares at 1 yen each. The firm's loss:
around
$18.7 million.
* A spell-check service whose motto is "no more embarrassing
errors" itself uses "then" where "than" is correct. Will
potential clients really laugh this off?
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READ MORE: For additional stories about the high cost of
typos and a checklist on how to avoid them, go to:
http://www.yudkin.com/typos.htm
Find out what happened when a would-be bank robber just
couldn't spell.
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