‘Clothes make the man. Naked people have little or no influence on society!’
This quote, by the famous US humourist and author Mark Twain, in some twisted way, is nearly prophetic. All the more so in the modern context, where the quality of content has a huge impact on potential buyers and many a times even ends up influencing buying decisions.
Clothes do to humans what error-free content will do to your company’s image. Like someone from Mercedes Benz once told me how, in the context of translating their User Manuals, they take grammatical accuracy very seriously because an error in their content will dent the image of their brand.
Errors in your content, be it on your website, in your sales material or then in any communication with your stakeholders, could thus be nibbling away at your company’s image.
No matter what language your content goes out in, here are three reasons why you need to clean up your act:
- Errors in content affect perceived value
Companies are in the business of selling dreams, where everything is perfect. They do this by packaging their products and services in a way that enhances their perceived value.
Whether it is software, some electrical component, a fancy car or then an ordinary ball pen, every word ever written about the product is trying to convince us how this product is the best there is on the market and how, by virtue of buying it, our lives will change for the better.
Content that is interspersed with errors will ensure that this dream is shattered, that the perceived value takes a hit.
- Tendency to link quality of content to quality of product
Quality is not an accident. It is the result of a process that involves paying minute attention to every element that forms the whole. The absence of quality in any one of these elements, language included, is therefore potentially risky.
It would be useful to remind you how we humans are a judgmental lot, quick to form opinions and only happy to jump to conclusions. This tendency peaks when we buy products or services, in which case we tend to be near unforgiving.
Errors in your content will therefore make it easy for potential buyers to believe that your product or service might not be as good as promised.
- Errors in content kills user experience
Today, the customer is king and user experience rules. Bad user experience almost always leads to bad reviews and poor sales. Millions of dollars are therefore spent annually on enhancing the customer’s user experience in an effort to make them brand loyal and ensure that they keep coming back for more.
User manuals, installation guides, user instructions, help files, FAQs or instructional videos, all these are tools that users depend on to better understand and interact with your products.
Errors in the language used in any of these will surely affect their ability to get the most out of your products and thereby affect their user experience.
The way ahead…
Irrespective of the language or languages you are using to communicate with your stakeholders, cleaning up your corporate content need not be a time- or cost-intensive activity. Depending on the quantum of the content, all you will need are some easy-to-use applications and a few smart tips.
If you would like to know more about how you can go about cleaning up your content, we would be more than happy to help. Write to us at firstname.lastname@example.org or call us on 83800 31438 to start a conversation.