Why Writing and Grammar Matter
Unless you’re a grammar enthusiast or a professional writer or editor, you probably don’t worry too much about the small details in your brand’s writing.
But you really should.
Written copy shapes your brand’s personality. Good writing draws people in and holds them. It doesn’t bore the reader, overwhelm them, or make them work too hard. It’s clear, concise and to the point, and makes judicious use of punctuation.
Grammarians are too often viewed as persnickety perfectionists, but the truth is that poor grammar can quickly muddy your writing and cause people to lose confidence in your brand.
Consider the (fake) Tails magazine cover featuring Rachael Ray and the line, “Rachael Ray finds inspiration in cooking her family and her dog.”
The image was widely circulated online before it was revealed to be Photoshopped. The cover originally said, “Rachael Ray finds inspiration in cooking, her family, and her dog.”
People notice poor grammar. It makes your brand look unprofessional. In fact, a 2013 survey of over 1,000 UK consumers found that nearly half of them rate poor spelling and grammar as their biggest turn-off with brands on social media.
That’s not to say that one mistake, one time, will sink your brand. And that’s also not to say that you can’t bend the rules a little bit to suit your audience. Keep in mind that one of the hallmarks of good writing is its readability, and overly formal language or structure takes away from that.
Really though, grammatical rules exist for a reason. And the nitty-gritty of your copy merits just as much scrutiny as everything else you’ve so carefully considered.