No One Expects Perfection in Business, But it Always Helps to Minimize Your Mistakes. Here's How.

By Lee Zewatsky 

When I first got into mail order, I would read just about every circular and ad I could get my hands on to see "how it was done" and what other dealers were selling. What struck me early on was the enormous number of errors I found--misspelled words, obvious typos, misuse of words, and bad grammar.

A real turn off!

When I read a circular (or ad) with numerous errors, it's quite apparent that the writer had done little or no proofreading. Why? Because he/she didn't care? Didn't have the time? Didn't know any better? It doesn't matter. My "impression" is that the writer is unprofessional, amateurish, careless and very lax in handling his/her business. In other words, this isn't someone I want to do business with, since he/she presumably will deal with me and my request in the same haphazard, unprofessional manner.

The result is I will NOT purchase whatever is being offered. Now, the person may not be this way at all, but this is my (the customer's) perception and, after all, that's the only thing that really counts. A former boss of mine once told me, "Perception is everything. Intention means nothing." True words, don't you think?

What amazes me most is that the "creator" of this offer/program probably spent days, weeks or even months developing and putting it together. Then he/she hurries up to put it on paper and never bothers to read over what was written. The developer puts the least amount of time in one of the most critical parts of the project--communicating with the customer or prospect to make the sale. Isn't that what it's all about?

WHAT'S YOUR IMAGE?

I'm sure not every dealer out there in "Mail Order Land" feels the way I do. But I'm equally sure there's a significant number that do. And before anyone gets bent out of shape, I'm not referring to the few errors we all occasionally make (I definitely make my share). You see, no one expects, or is looking for, perfection. I realize that most dealers have other jobs and have only limited time to devote to their business.

I'm referring to the circulars with eight, 10 or even more errors and the one-inch ad with two or three errors. It's obvious the writer didn't bother at all to look over what was written. That's not very good business when you consider that, in mail order, the only contact you make with our prospects and customers is in written form (ad, circular, letter). The image you project is based solely on what is written and how it is written.

So what image do you wish to project? What types of dealers do you want to do business with? Obviously, the answer is "professional."

WHAT'S THE PROBLEM?

Let me explain a bit more. Typos and misspelled words are very common, but the misuse of words is equally as common. Two words that are frequently misused are "your" and "you're." The word "your" denotes possession (your business), while "you're" is a contraction for "you are" (you're going to love this program).

Also frequently misused are "there" (at or in that place--e.g., I will be there tomorrow) and "their" (denotes possession--e.g., it is their business). Occasionally, you will see "there" or "their" used instead of "they're" (a contraction for "they are").

Then we have "to" (toward, reach--e.g., I am going to Pittsburgh) and "too" (also, in addition--e.g., a dealership is included, too). Less frequently misused (but I still see it) are "do" (to perform an act, complete) and "due" (payable, owed, scheduled).

In addition, I see the use of "will" (indicating a future time--e.g., I will go there) when the contraction "we'll" is meant (we will). There are certainly others, but you get the point.

To put this all together, here's an example of a circular I recently received containing numerous errors. I don't recall exactly what it said (I trashed it), but it ended by saying something like this (with typos):

"Your going to make money with this program. Includes a free dealership to. Will even put you name and address on a camera ready circular like this."

Well, there's no way I want to do business with this dealer and I certainly don't want my name on this circular. Definitely a lost sale!

WHAT'S THE SOLUTION?

I recognize that we aren't all English scholars (I'm certainly not) and we don't need to be. But I do believe we need to project a certain amount of professionalism. Don't you agree? There are a number of things we can easily do to help:

• First and foremost, please take the time to thoroughly review what you have written to catch the obvious error.

• If you use word processing or desktop publishing software, use the spell check feature.

• Definitely use a dictionary (buy an inexpensive one, if necessary).

• If your grammar is a little rusty, buy a basic grammar book. Also, many community colleges offer basic grammar classes at a reasonable cost.

• Ask your spouse, a friend or a fellow dealer to review your material.

• If necessary, find someone that offers an editing service.

A little extra time and effort will go a long way and result in increased sales.

So if you think you may be guilty of "Turning Off Your Customers," do yourself (and your business) a favor and proofread your material before sending it out and brush up on your grammar. I strongly believe it will be worth the effort.

And, who knows? Maybe I'll buy into one of your programs!

Lee Zewatsky is the owner of L&M Wholesale Distributors and offers a variety of programs, print and mail, typesetting and editing services. To obtain FREE samples, send two first-class stamps to:

L&M Wholesale Distributors
P.O. Box 11
Verona, PA 15147

You may also email Lee--Leez@nb.net

Or visit his website at: http://www.freeyellow.com/members8/leez

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