Every now and then one of my posts about the words you use in real estate marketing will receive a comment from someone who thinks it really isn't a big deal.
I disagree. I think it's a very big deal.
Why? Because words are our means of communication. We can only communicate clearly when we choose the correct words.
When we're speaking we have some leeway. Our body language and tone of voice helps convey our meaning. And of course, spelling doesn't enter into verbal communication.
If we want people to understand our written communications, we need to use the correct words – not just words that sound correct when spoken aloud.
"Why do I need to go to all that trouble? If it sounds like the right word, people will know what I mean."
Well yes, if you say "Meat me at the office" they probably will figure it out. In fact, those who can't spell and don't know grammar probably won't even notice the mistake. They also won't notice if you write car's when you mean cars. And they won't notice if you write hear when you mean here.
But for those who DO know, those errors will act like huge stop signs. They'll have to stop, look twice, re-read the sentence, and decide what you meant.
Stop signs have no place in a marketing message.
A really effective marketing message will flow from the words on your page directly and effortlessly into your reader's mind. If you stick a stop sign in the middle of that message, the flow is gone – and your message is probably gone with it.
In addition, that reader will think one of two things: You're either uneducated or you don't pay attention to details. Neither is the first impression you want to make with a new prospect.
So yes, choosing the correct word IS a big deal if you want prospects to view you as a professional.