Even the pro PR writers make mistakes.

Discussion in 'Copywriting' started by marketjunction, Aug 13, 2007.

  1. #1
    Whoops.

    Here's a line from a recent press release from Borders, which is a good-sized bookstore chain (1,200 stores).

    See it?

    The writer left out the ".com" after bordersmedia. So, when thousands of people click on the link, nothing comes up.

    Brilliant. :D

    This release went out all over the place.

    Even copy n pasters at the Wall Street Journal have it wrong. Just goes to show you, check, recheck, check again, and check some more. :)
     
    marketjunction, Aug 13, 2007 IP
  2. jhmattern

    jhmattern Illustrious Member

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    #2
    Good example, and great advice. Check you links, check your contact info, check your headline... check everything.
     
    jhmattern, Aug 13, 2007 IP
  3. marketjunction

    marketjunction Well-Known Member

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    #3
    I can understand other mistakes, but there's no excuse for a URL mistake.

    This was a very important component of the PR. In fact, the whole thing was about going to find out when this group was coming. And now it's lost.

    Sure, tech savvy folks can pick up on the issue, but most won't.

    Ka-boom
     
    marketjunction, Aug 13, 2007 IP
  4. Oosha

    Oosha Well-Known Member

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    #4
    Interesting find! We may miss the typos and stuff but surely not a URL. I would think that was something they would double check to see if its working.

    Pro's and their 'over confidence'..while the amateur would click n click n.....
     
    Oosha, Aug 13, 2007 IP
  5. latoya

    latoya Active Member

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    #5
    And then get someone else to check it for you, especially for something of this magnitude.
     
    latoya, Aug 13, 2007 IP
  6. jhmattern

    jhmattern Illustrious Member

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    #6
    A mistake shown by a pro certainly doesn't mean that amateurs would be any better in the situation. I see amateur releases every day (just look at PRweb; it's flooded with them). Most are crap. It would be naive to think anyone is perfect in any kind of writing 100% of the time. Hopefully they'll be honest about it if they catch it, and rectify the situation with the client though.
     
    jhmattern, Aug 13, 2007 IP
  7. Oosha

    Oosha Well-Known Member

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    #7
    I don't mean to say an amateur is better than a pro (obviously not). A pro tends to miss the finer details and I have seen this happen many a time in an otherwise perfect sales copy.

    I am sure they'll get that rectified. This is pretty obvious and not something they can turn a blind eye to.
     
    Oosha, Aug 13, 2007 IP
  8. marketjunction

    marketjunction Well-Known Member

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    #8
    They can issue a correction or issue another release, but the damage is done. This particular release was picked up all over, including places like the WSJ.

    Hell, they probably don't even know there's a problem. :D

    Anyway, the point of this whole thread is to drive home the idea of checking and rechecking.

    When you think the work is perfect, check it 1-2 more times.

    And for goodness sakes, paste your URLs into a browser (or click them) to make sure they work. :)

    Oosha, you have a lot of people in the IMC world who have yet to realize that there's this thing called the "Internet" out there. Honestly, I know of many who are just way behind the curve.

    It reminds me of the "old person" who is stuck in his/her ways. At some point they either evolve or they get replaced.
     
    marketjunction, Aug 13, 2007 IP
  9. Oosha

    Oosha Well-Known Member

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    #9
    I was lucky enough to be taken under the wings of a great writer and internet marketer, early on in my IM career.

    He is well-known for his sales copy and is considered to be one of the best. The first time I found errors/typos in his sales copy, I was thrilled to bits. I was just a newbie and he a pro, but he never felt awkward asking me to take a look at his work.

    This shows that a second look is essential. Getting it checked helps a great deal.
     
    Oosha, Aug 14, 2007 IP
  10. Bob M.

    Bob M. Peon

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    #10
    Definetely agree...no matter how experienced you are...double checking is a must
     
    Bob M., Aug 18, 2007 IP
  11. zac439

    zac439 Notable Member

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    #11
    The URL is working for me.

    Was it really a mistake, or did they just fix that with a nifty redirect?
     
    zac439, Aug 18, 2007 IP
  12. tradeya

    tradeya Notable Member

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    #12
    are you sure it's working? how could this happened? you can not access tot he website with the full url (with.com) maybe you cna give us screenshot of your webbrowser. this is interesting. :eek:
     
    tradeya, Aug 18, 2007 IP
  13. marketjunction

    marketjunction Well-Known Member

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    #13
    Zac,

    What browser are you using? I know my Safari will insert .com if I forget it, but only with keywords without slashes and such (type "blah" and it goes to "blah.com").
     
    marketjunction, Aug 18, 2007 IP
  14. zac439

    zac439 Notable Member

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    #14
    I'm using FireFox.

    It's probably FireFox's doing. I didn't even think of that. I'm fairly absent minded at the moment, haha.

    My apologies.
     
    zac439, Aug 19, 2007 IP
  15. marketjunction

    marketjunction Well-Known Member

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    #15
    I got it to work in FireFox.

    Still a stupid mistake, but at least they should get some traffic. :)
     
    marketjunction, Aug 19, 2007 IP