This is my second article in the same day. I’m feeling froggy!
Edit: I just realized this is also my 200th post! Wow!
Last night, I was watching TV and a local dental ad came up. Something was catching my eye, but I wasn’t sure what it was. It just didn’t look right. So, I used the DVR to back it up and then paused it. It’s interesting how our brains will make corrections automatically, so we can miss mistakes at first glance and even the second glance. Then I saw the reason(s) it didn’t look right.
Flexable? Afforable? And no space between “afforable” and “payment?”
I posted this on Dentaltown. Most thought it was not a good thing. Some argued that it’s not a big deal.
Personally, I do think it’s a big deal. I suppose I’m a snob. No… I’m quite sure I’m a snob!
I submit that a professional’s marketing should reflect his / her education. Would you hire a poorly-spoken lawyer? Some may argue that spelling and grammar aren’t important for health care. What about attention to detail? If the doctor lets this get by, does it not reflect his or her attention to detail in everything else? Maybe? Maybe not? I believe that at least some people WILL judge you by your ability to spell and use proper grammar.
Trish Walraven of www.DentalBuzz.com drew my attention to a website for a Houston dental practice. Apparently, the errors on this website have not been corrected for years. See screenshots of the home page below:
“From complicated oral SUGARY to basic routine check up…” It should be SURGERY.
“Insure” should be ENSURE.
I’ve marked up this section with “red pen.” It’s simply a grammatical and syntactical basket case. I forgot to circle “Satifaction” in the headline on the right side.
As a writer, I am naturally sensitive to the issue of spelling and grammar. However, I think I can argue that in our marketing, we are effectively communicating with prospective patients. Just as how we dress… Just as how the interior design and decor of our office is done… Just as patients will judge you by the cleanliness of your bathroom… Just as our manner of speaking… How we WRITE reflects who we are and how we are perceived. Accordingly, I submit that spelling and grammar ARE important when it comes to our marketing.
If grammar and spelling aren’t your strong suit, get help. Even if you hire a professional to write copy for your marketing, have a trusted friend proofread it!
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‘xx Dentists does it all’ is an error as well.
‘xx Dentists do it all’ would be proper construction.
Yes, I am a grammar nazi.
Also ‘ with friendly Doctor and staff’ –this is a nightmare- that whole ad copy is a nightmare. Pleasurable is not a term I would use in dental advertising. It is schlocky at best- false advertising at worst- unless you are Bill Murray in A Little Shop of Horrors.
Hi Jay,
Thanks for your comments. Yeah… there are SO many problems with the copy, we could spend a LOT of time combing through them.
My grammar is bad. I don’t write good either 😉 That’s why I hire professional copywriters.
Misspellings and bad grammar are huge pet peeves of mine when it comes to formal writing. Emails are fine, the same goes for texts. But I don’t even like reading bad grammar in FB posts.
Honestly, if I was looking for a dentist and I came across those ads, I’d keep looking. Attention to detail. If you can’t proofread your ad, how am I going to trust you with my mouth???
Like I said, my grammar is not great- but I expect dental and other medical professionals to know better. Yes, it’s hypocritical, but it is what it is…