This image gained a measure of local social media attention on Reddit et al.. A misspelled entrance sign is a small matter yes, but it is an equally small matter to know the correct spelling of a word you intend to use. Every similar error instills an undesirable compound impression in the minds of viewers: your brand + careless errors. Would those viewers –potential consumers all– be wrong to wonder what other careless errors your business might commit, inadvertently or otherwise?
Any position that produces copy can and should be staffed by someone with demonstrable if rudimentary knowledge of the languages used. The more nuanced the copy, the more skilled a writer is called for. The promotional sign shop at Budweiser might consider running prepress copy through MARCOM a needless waste of time, but MARCOM –whose job it is to represent the brand with clarity and practiced enthusiasm– might consider errors like this a frustrating step backward.
The writer you hire for your sign shop might not represent himself as a writer at all. Favor the well-spoken applicant: the applicant who chooses his words carefully. HR plays a key role in finding such workers, but so too must managers instruct HR to scan applicants for verbal acuity. If the sole qualification is willingness to work for $11.50 an hour, the following is the inevitable result.
A small matter yes, but equally small to do correctly. Now consider the impact of an equally simple spelling error in a quarterly letter to investors from your CFO, or in a technical document describing your company’s core technology. The effect is to rob the reader of confidence in your company at the precise moment you seek to instill confidence. Like this beer garden sign that email is one of hundreds the company produces –one small instance– but because humans have long memories the association with a certain amenability to error will persist. Hiring a writer, or at least a worker who’s good with words, nips all these potentially negative outcomes in the bud.