Or do they? Should they?
Increasingly, I’ve noticed poor spelling, grammar, and syntax in the media. I see it in print and on TV. While I suspect many don’t think it matters, and many don’t see it (because of their own deficits), it bugs me. I believe it is symptomatic of the “dumbing down of America.” Sadly, I’m also seeing it in dental marketing pieces.
You’re JOURNALISTS, for gosh sake!
The stock and trade of the news media is the English language (here in the U.S.). And, they get it wrong far too often.
I pulled all of these off my own TV, watching at home.
You’re DOCTORS, for G.V. Black’s sake!
While doctors (of all kinds) have never been known for their linguistic or literary prowess, marketing forces at work today put those skills to the test and in the public eye. If you’re a dentist today, you’re likely marketing in various media that involves writing, such as: newspapers, magazines, websites, and maybe even the Yellow Pages (the 1990s called). Dentists are highly educated and should realize that their writing skills, when viewed by the public, should reflect that education. I submit that bad grammar and spelling have some deleterious effects on your marketing pieces.
I posted this dentist’s TV ad in a previous post about a year ago. But, it’s worth posting again.
This just in!
I saw this ad this morning in the local paper. I asked my wife to look at it to see if she noticed anything. It took only a few seconds. And, that precipitated today’s blog post.
My intent isn’t to demean or disparage dentists who are not (and don’t claim to be) gifted writers. But, I am compelled to suggest that those dentists need to recruit a partner, friend, or relative to proofread their ad copy. This also goes for websites, which are naturally heavy with copy, creating even more opportunity for mistakes.
Your ads are designed and intended to reflect your unique qualities. Don’t inadvertently put out marketing that draws the wrong kind of attention. Get help! If you insist on doing it yourself, then ask MULTIPLE people (from various backgrounds) to proofread for you. Otherwise, consider hiring a dental marketing firm that employs its own proofreaders.
And, if you DID hire a “professional” who makes these mistakes, you should demand a refund and then fire them.