Proper language conveys authority, and people respect and obey authority.

Sad but true, no matter if you grew up “Stickin’ it to the man”, you’ll still respond faster to a commanding tone of voice, anyone in uniform (even the guy driving the septic cleanout truck), and people with a better command of the language being used to market.

That’s why it annoys me so much to witness poor grammar and (arguably worse) misuse of expressions in marketing. For example, it’s “does that jibe with your understanding?” (Jibe or gibe, meaning “to mesh with”), not “Does that jive with your understanding?” (Jive, meaning jazz musicians’ slang).

How has this situation come to pass? I’d submit that it’s a failure to pay enough attention to, and pay, good copy writers.

Shrugging that off? Ask these questions:

·        How much are your copy writers are paid, relative to your graphic artists.

·        What’s the copy writer’s place in the design team?

·        How often do you write your own copy (because after all, it’s not like it requires any special talent, right)?

If your answers are what I suspect, you’re jeopardizing your marketing programs. Your programs will only be as strong as the weakest link in the chain of their execution. So don’t skimp on the copy. Imagine you spent $25 per person to invite senior executives to a forum. The forum itself costs $700 per head. But on your heavy invitation, delivered via FedEx, there’s a typo. Or poor grammar. How many responses will that cost you? Wouldn’t it have been worth paying the copy writer slightly more, or even hiring one?