Gee, why bother to breathe?
When you use your language with authority, then by gosh and by golly, you look like an authority. With authority comes credibility, and with credibility comes that most important coin: trust.
A couple of weeks ago, I took my car to a car wrapping service to get a quote. Tooling around Sarasota with “EditNATION.com” emblazoned on all four sides of my Honda (not the Porsche!!) is like an editor’s wet dream because a) everybody needs an editor, and b) no one knows how to find a good one. In fact, I liked the slogan “…because everybody needs an editor” so much, I got the .com and made it my tag line. (One of my tag lines, anyway, because I have a couple, depending on the audience: “…because good writing makes you money” for business-related projects and “…because good writing makes you look smart” for individuals.)
So the guy snapped pictures of the Honda and a couple of days later back came the mock up, with a tag line that read “…because everybody need an editor.”
Lemme ask you a question: Do you think that business got my business? Do you? Not taking those, what?, three seconds? four seconds? to review my mock up cost that business a thousand or so bucks. That’s $250 per second.
Do the math, everyone. Good writing makes you money, and bad writing costs. It’s just dollars and common sense.
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