Regardless of the type of business you own, your grammar is a reflection of your brand. Whenever you send out a written communication, you’re making an impression, good or bad.
It’s likely your business relies a great deal on the written word. Letters, emails, press releases, mailing shots, social media posts, websites and blogs make up a huge part of a modern company’s day-to-day tasks.
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Add to this, tenders; reports to stakeholders and clients; responses to customer inquiries; and various other types of marketing. Suddenly, the list seems endless.
Why is correct British grammar so important?
Both the written word and the accompanying graphics play a vital role in cementing the reputation of a brand. Problems begin when the writers make grammatical errors that can make your business look unprofessional and even foolish.
Using the correct British grammar on behalf of a business is paramount. Spelling mistakes give the wrong impression. You want to come across as the business professional you are, as customers have less confidence in brands that display spelling errors and bad grammar.
In terms of marketing, you want to grab people’s attention, but you also need to earn respect. Knowing how to use punctuation will give potential customers more confidence in the person and company behind the words.
Spelling mistakes on websites can “cost millions” in online sales, according to a report published by the BBC. An analysis of website data has revealed even one spelling mistake can reduce online sales by up to 50%, as consumers switch off.
A website has around six seconds to capture the attention. If a spelling or grammatical error grabs them from the outset, they are more likely to scroll past and search elsewhere. It instils doubt about a website’s credibility and sparks fears that the business may operate in a less than professional manner.
Suppliers and clients are also more likely to trust a company that communicates clearly, using the correct grammar. This helps to maintain a business’s credibility and reputation as a trustworthy and professional enterprise.
According to the Confederation of British Industry, some employees are using “text speak” in official business letters.
Researchers at the Internet Institute of Oxford University say problems arise because some informal parts of the internet, such as social networking sites, have a “greater tolerance” towards more casual spelling and grammar.
However, when this creeps into a business’s home page or commercial advertising site, where the readers are not simply chatting online in a casual manner, it “raises concerns over trust and credibility”.
What are the most common errors?
Certain errors in spelling, grammar and punctuation crop up time and time again, irking readers. One common mistake is to mix English and American spellings. While a business might argue it is a global enterprise, so using American spellings isn’t a problem; writing a mixture of English and American spelling looks unprofessional.
Some prime examples are writing “color” instead of “colour” and “center” instead of “centre”. If your website is UK-based, it’s normal to use British spellings. Consumers tend to shy away from websites that use a different version of English. They don’t feel comfortable and think, subconsciously, it isn’t for them.
Aside from this, some grammatical errors grate on people’s nerves because they seem so obvious, yet still, they appear. One of the most common is the difference between “there”, “their” and “they’re”. These words are known as “homophones”, meaning they all sound the same, but have different meanings.
Remember the rules when using these words in a sentence:
- Use “there” to refer to another place, such as “over there”.
- Also use “there” when stating something – for example, “There is no petrol in the car.”
- The word “their” indicates possession, such as “their shoes” or “their mobile phones”.
- “They’re” is short for “they are” and the apostrophe replaces the letter “a”.
For people who understand grammar, seeing a sentence that begins, “Their are some great offers on our website,” will scream out “unprofessional” instantly and they may not look any further.
Another common error is “could/would/should of”, a mistake made a multitude of times in all kinds of sentences. Imagine the famous ad campaign for a spectacles brand, where the TV adverts end with the words, “Should’ve gone to Specsavers.”
While it makes perfect sense hearing this phrase, writing it down as, “Should of gone to Specsavers,” looks awkward. However, this is a grammatical error that thousands of people make every day. It arises because the shortened form of “should have” is “should’ve”, with the apostrophe replacing two letters in this case, “h” and “a”.
When written incorrectly, the word “have” is being replaced by “of”. When this appears on a corporate website, it makes no sense.
Using apostrophes correctly
Misplaced apostrophes are another gripe for people who appreciate good grammar. They aren’t difficult to use, but putting one apostrophe in the wrong place can make the whole sentence look strange.
Apostrophes indicate possession and can be used when describing “the girl’s shopping basket” or “the customer’s bill”. However, when you see the words, “Today’s Special’s”, on the blackboard in a cafe or takeaway, it looks unprofessional.
Apostrophes are also used to shorten a word, such as “don’t” rather than “do not”, or “haven’t” instead of “have not”. Nothing looks more galling than an apostrophe used in the wrong place in this situation, yet it is one of the simplest rules to remember.
For example, writing “have’nt” is incorrect because the apostrophe should be replacing the letter “o”. Inserting it after “have” means it isn’t replacing anything. Think, logically, about what letter the apostrophe is replacing and it will be almost impossible to put it in the wrong place.
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