Can a grammatically incorrect sentence structure or improper spelling assist in conveying brand messages?
We are increasingly encountering the phenomenon where advertisers – consciously, or in worse cases „unconsciously” – use „bad” spelling to sell their products or services. How effective are advertising texts containing spelling mistakes or carelessly formulated messages in capturing people's attention?
The grammar of marketing is largely context-dependent, and one does not always have to adhere to rigid rules, but…
Does deviating from grammatically correct „advertising” do more harm than good?
With the Pareto principle (80/20 rule), copywriters can justify the use of unconventional grammar. According to this, 80 percent of people who encounter marketing communications with „bad” spelling either do not recognize the mistake or recognize it but do not care.
It can help in addressing younger target groups, allowing marketers to communicate without adhering to norms with members of Generation Z.
In the world of online marketing, some believe that spelling is not crucial. This is particularly evident in companies that advertise to younger target groups: the hangnem is not only more informal, relaxed, and humorous, but perfect syntax often takes a back seat. Although David Ogilvy did not live to see the rise of digital media, he said:
„I do not know the rules of grammar. If we are trying to get people to do something or buy something, I think we should use their language.”
The 20 percent minority can of course „signal” the mistakes, but this practically draws attention to the advertisement, increasing the product/service's recognition or sales figures.
The importance of grammar in marketing cannot be overstated.
No matter how lenient the rules have become over the past decades, there are certain grammatical errors that are inappropriate in marketing (for example, in newsletters, product descriptions, press releases). Grammatical rules also play an important role in content marketing, as they affect the user experience.
Mistakes can call into question the credibility and professionalism of the company or an expert (they do not take the trouble to proofread their campaigns, they do not consider every aspect of their activity equally important, etc.), not to mention that in the case of online texts, „typos” can even influence content ranking and conversion rates.
There are also numerous examples where the use of incorrect grammar can undermine brand credibility. According to e-commerce entrepreneur Charles Duncombe:„"... leading companies depend on old-fashioned skills” and a single spelling mistake can reduce online sales by half. As the worst-case scenario, these negative first impressions can also influence whether a potential consumer will even contact the company.
A Globális nyelv study pointed out that 74% of British consumers notice mistakes on websites. 59% would not buy or use products/services from a company that makes spelling mistakes on its website. The Disruptive Communications study also points out that users are mostly annoyed by poor grammar and spelling. This suggests that companies that make fewer mistakes are generally more successful than their competitors.
So, who is right? The advertising expert or the entrepreneur? Perhaps both. But why take the risk? A missed comma or a misspelled word can prove to be a decisive factor between success and failure.
Rita's further writings on the marketing secrets blog. here.
