Copywriting - Apostrophe catastrophe

Less is usually more when it comes to proper use of this oft-wayward item of punctuation. Lexicon's Nicola Joyce takes a stroll through town and returns home traumatised.

"MOT’s while you wait" declares one garage, whilst a pub quiz offers "great prize’s" at its quiz night ("CD’s", no doubt). A printing firm has a handy service: "menu’s printed to order". A local wood is now, apparently, "in it’s prime". Even my local paper had a glaring error on the front page this weekend (not for the first time, either).

This is a bust! Put down the apostrophe and back away from the sign with your hands in the air!

As a copywriter, misuse of grammar leaps out at me from the page or signboard. I can’t help it; it’s an occupational hazard. How often do you notice incorrect punctuation on webpages, in newspapers or on signs? More to the point, when was the last time you checked your own website or promotional material for SPG (spelling, punctuation and grammar) more than once before publishing it? Incorrect grammar on official and promotional material is sure to be noticed by many of your potential clients and may turn some of them away: in the direction of a better-punctuated competitor whose grasp of grammar gives them a more polished, professional exterior.

I have to admit that I’ve seen some shocking examples where haste, lack of knowledge or laziness has ruined professional copy that is attempting to sell a service or broadcast a company’s message. It seems to be a problem which isn’t going away: recent BBC programmes "The Pedants' Revolt" and "Never Mind The Full Stops" may make grammar police of us all yet.

Before you publish your next article on Business in Berkshire, print your next company newsletter or order your next set of compliment slips, check the grammar again (or ask a professional to do it). It’s a small job, but such an important one.