Proofreading is Fundamental
  • NAILS Magazine
  • July 31, 2012

During the Premiere Orlando show, I received some advice on writing this blog. I was told let it all hang out because chances are someone else will be going though the same situation or could just learn from my issues. Believe me, I have some serious issues. What I have decided to do is to share my issues (situations) more often to encourage others to go for it.

This week’s issue: Proofread all of your marketing materials! It sounds so simple, right? You’re probably thinking, “But I always proofread,” but, let me tell you, the one time you don’t can cost you.

Last week a new guest called the salon wanting to schedule an appointment. The service provider went through the basic information-gathering session with the guest — name, phone, e-mail and the lead source to help us find out where she found out about the salon. This particular guest stated she received a mailer (Sidebar: I love to hear that because direct mail still works, people.) but here’s the kicker: She called the phone number on the postcard and it was WRONG. YES, WRONG….As I’m hearing this story I’m thinking to myself, “Tell me it isn’t so.” All I could visualize is the largely printed WRONG phone number at the bottom of 5,000 postcards.

When I finally pulled up the postcard artwork I went straight to the largely printed phone number…and it was right. Then I looked over to the return address where I put the phone number and e-mail for additional information and THAT is where I made my mistake. I reversed two numbers.

So, the moral of the story is to proofread your work after your proofreader reads it. Know your phone number or make sure to get your contact information on the marketing material at least twice.

--Ramar, True Envy Salon Spa, Orlando

Keywords:   marketing/promotions  

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