The battle of brands: companies with better grammar win
I have already talked about evidence that good grammar increases your income. Rob Asgard has determined that there are grammar crimes that can actually prevent you from getting a job. Forbes employee Zack O’Malley Greenberg has even shown that musicians who earn the most are almost always those who use grammar the best.
Now major brands are participating in this. For every company that becomes its own content producer, from tweets and blogs to billboard advertisements, the ability to provide error-free material is key.
While? as few people can find a grammatical error on a LinkedIn corporate page, serious errors (in advertising, corporate websites and points of sale) can seriously undermine the credibility of a company’s brand. If a company cannot spell a word correctly, then how can consumers trust it to deliver a quality product?
Acting in this spirit, a team of spelling error detection software company Grammarly decided to explore the possibilities of several leading national brands. While they didn’t check all the means of communication (who hasn’t been irritated by the grammar, at least on a pair of billboards and signs? Jay Leno even created a permanent section for fun about heading errors and advertisements people find), team members Checked the latest LinkedIn posts from three groups of highly competitive firms. They looked at the latest posts until they reached about 400 words for each company, to analyze the spelling, grammar and punctuation errors of each of them.
Here’s what they found:
Coca-Cola vs. Pepsi: Coca-Cola is a clear winner in this contest, making four times fewer written mistakes than Pepsi in its LinkedIn posts. Similarly, Coca-Cola surpasses Pepsi’s market share by a wide margin (42% to 31%) in its stake in the Cola market, but Pepsi receives more cash due to its diverse production lines.
Facebook vs. Google: Who would have thought? Google makes four times less mistakes than Facebook. And it also earns much more: even after a large loss in the second quarter of $ 14.1 billion, which is more than seven times more than Facebook’s revenue of $ 1.8 billion (although, in fairness, it’s worth noting that the growth Facebook is much more rapid in many ways).
Ford vs. GM: GM makes two and a half times more written errors than Ford. Probably, this skill is behind the increase in the company’s competitiveness against such a large rival as GM, with a 13.1% increase in sales in the second quarter and the “killing of GM” in the balance of income and expenses, according to Motley Fool.
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Yes, the analysis is more than far-fetched – it is unlikely that you or anyone else would choose Coca-Cola or Pepsi, or buy a Ford instead of a GM car because of the conscious annoyance of the grammatical errors that they make. But subconsciously, at least, investors and competitors (as well as customers) can judge sloppy writing as a sign of negligence regarding the company’s ability to perform work and act as a whole.
First of all, a small business suffers, which pays a high price for its reputation due to typos and descriptions that they do by negligence. In addition, the communication environment is indeed fundamental. A spelling mistake in an unofficial Twitter environment is not fatal, but make the same mistake on a billboard or company ad – and the arrows will fly.
We have all become less critical of the everyday spelling that we see in company slogans and signs, such as “Wendy’s late nite dining” (approx. Lane instead of night). But those who have the ability to write and edit, still see the grammatical oversights found in slogans such as “less calories” – “less calories” (as opposed to the correct “fewer calories” used with countable nouns) and internally cringe.
And we all die with laughter when something unintentionally funny can be found on a billboard. Such as, for example, the school system, announcing “15 best things about pubic schools”, where instead of the 15 best things about public schools (approx. Transl. Pubic – pubic), you can learn something else, but clearly not about their ability to successfully learn spelling.
How important is grammar for a successful business in reality?