I just sent out a newsletter riddled with typos again. This time, it wasn’t owing to my neglect. Or at least, it’s not that I didn’t see them: I just seem not to have saved my corrections properly. You just received my penultimate draft, not my final one.
Worrying about this will result in my never again sending out the newsletter for fear it hasn’t yet been properly proofread. So here’s my new policy:
This is an artisanal product. The imperfections are part of the charm. This is a deliberate part of my marketing strategy:
Imperfect or “unperfect” products are becoming increasingly appealing to many consumers, who relish the fact that these offbeat products are unique and aren’t typically replicated. In fact, as we have seen from a growing number of company examples we have been tracking through our research, consumers not only love to associate themselves with these products but will also become, in effect, their brand ambassadors.
Also, any typo-ridden newsletter may be exchanged, one day later, for the copy-edited Internet version. Free of charge.
Because the typos actually make me insane.