In this guest post, Craig Matthews (lead image), chief merchandise officer at OfficeBrands, says imperfections in your content can humanise you in this ugly world of AI and bots…
In a world where AI is becoming increasingly sophisticated, it’s easy to think that spelling mistakes and imperfections in marketing content will make your brand look unprofessional and untrustworthy. However, ironically, the opposite can be true.
When you make a spelling mistake or imperfection, it shows that your content is created by a human being. This can help to humanise your brand and make your marketing more relatable to your audience.
Of course, you don’t want to make too many mistakes, or you’ll risk losing your audience’s trust. But a few well-placed imperfections can actually make your marketing more believable and engaging.
Here are a few tips for using spelling mistakes and imperfections in your marketing content:
Use them sparingly. You don’t want to make so many mistakes that your content looks unprofessional or sloppy. But a few well-placed imperfections can actually make your marketing more believable and engaging.
Use them in the right places. Don’t make spelling mistakes in your website copy or other important marketing materials. But you can use them in your social media posts, blog articles, and other less formal content.
Use them strategically. Think about the kind of image you want to project for your brand. If you’re targeting a young and hip audience, you might get away with making more mistakes. But if you’re targeting a more professional audience, you’ll want to be more careful.
Here are a few examples of how you can use spelling mistakes and imperfections in your marketing content:
Use them to show that your brand is relatable. For example, you could write a blog post about the challenges of being a small business owner, and include a few spelling mistakes to show that you’re just a regular person.
Use them to show that your brand is authentic. For example, you could share a behind-the-scenes photo of your team working on a new product, and include a caption with a few typos. This shows that your brand is real and that you’re not afraid to be yourself.
Use them to add humour to your content. For example, you could write a tweet with a funny pun, and make a spelling mistake on purpose. This can help to make your content more engaging and relatable to your audience.
Finally, do some A/B testing of the same content to see which copy generates the most opens and clicks, and then test, measure, refine and repeat.
Of course, you don’t want to rely on spelling mistakes and imperfections as your only way to humanise your brand. You should also focus on creating content that is informative, engaging, and relevant to your target audience. But using a few well-placed imperfections can be a great way to make your marketing more believable and stand out from the crowd in an AI perfect world.
BTW – Did you pick up my spelling mistake?
Foot Locker, in collaboration with Nike, has teamed up with Preacher and BURN for the launch of its global holiday campaign, “The Heart of Sneakers”. Directed by Greg Hardes and starring NBA’s Kevin Durant, the commercial is part of a larger Foot Locker rollout out which also features the likes of LaMelo Ball and Anthony […]
TEAM LEWIS, the global marketing agency, has announced plans to rapidly expand its Australia team with 10 new hires, including Head of Creative and Head of Social roles. Lead image: TEAM LEWIS, left to right – Chris McGhee, Director, AU; Smitha Virik, Regional Head of Client Services, APAC; Martin Harkin, Managing Director, AU. The independent […]
Meta has appointed Icon Agency and Snack Drawer as its Australian PR agencies of record, and Pead as its New Zealand PR agency of record, following a competitive pitch process. Together, Icon Agency and Pead will deliver a mix of corporate, B2B, policy, and consumer communications in Australia and New Zealand respectively. Snack Drawer will […]
Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]
oOh!media has appointed former ASX Group head of human resources, Lisa Green (lead image), as chief people and culture officer. Experienced in leading business transformation initiatives at times of significant growth, Green will head the delivery of oOh!’s strategy across its 900-strong team, including key responsibility for oOh!’s values and DEI objectives. With over 25 […]
Anathea Ruys is not only one of the most important people in agency land, but also one of the nicest. Ruys has been the CEO of UM Australia for almost three years, following stints at agencies across Asia and the US. She also recently featured on, talking about her prior life as a journalist. With […]
With the countdown to the summer holidays on, PR and creative agency Keep Left has launched an integrated brand campaign for PassportCard, its first work for the new travel insurance disruptor. The campaign ‘When ‘It’ Happens’ leans into the reality that no matter how prepared you are when you travel, unexpected things can happen that […]
Christina Aguilera’s arrival in Australia for the first time in 15 years gave Menulog and Thinkerbell a unique opportunity to launch the new global TVC and brand campaign in a locally relevant way for Australians. Utilising Menulog’s distinctive delivery bag, Thinkerbell recruited Australian Indie designer By Weave Collection, to re-imagine it and create a star-studded […]
Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry, today announced a new Board of Directors and a changing of the guard as the industry body enters its fourth year. Lead Image: 2023 Leadership Team The IMAA was founded in 2020 by five independent media agency directors […]
With the “Louie The Flyhunt” campaign, Australians are invited to participate in a unique experience that combines traditional manhunt tropes with cutting-edge technology. Set against the backdrop of the opening of Australia’s fly season, Mortein’s campaign features the notorious Australian icon, Louie the Fly, as the target in a thrilling fly hunt. Wanted posters featuring […]
We’re living in challenging economic times and, sadly, marketing departments often have their budgets cut first. At the same, companies are asking those same departments to produce more whilst cutting costs. That can seem like an un-squareable circle and, frankly, can be quite demoralising for teams. Marketing teams can save money, however. Over the past […]
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]