In the business world, Nike usually is a shining star.
But it was the lack of precision with words that sank the company’s chance to sign NBA superstar Stephen Curry to an endorsement deal and sent him instead to competitor Under Armour.
According to a report from ESPN, the executives from Nike sat down with Curry and his father, former pro basketball player Dell Curry, to make their pitch in 2013. Stephen Curry had been under contract as a Nike endorser, and it was time for the rising star to renew.
But from the outset, the meeting didn’t go very well. A Nike executive greeted the younger Curry by pronouncing his name “Steff-on”; the proper pronunciation is “Steff-en,” however. And then, a slide on the PowerPoint presentation that Nike made detailing their offer to Curry instead had the name of another NBA star, Kevin Durant.
When you are putting together a proposal for any client, you can’t have any errors. And that starts by knowing the client’s name and going the extra mile to proofread all your materials.
Nike learned a valuable lesson in the form of a mistake that sent the reigning MVP of the NBA to a competitor. Don’t let that happen to you. Good writing. Good editing. Good proofreading. They make all the difference.
(NBC Sports photo)
If you read a newspaper, chances are you read it online. The reason? Print circulation is declining, but the overall newspaper audience is increasing due to digital platforms.
According to the globalwebindex, digital comprises more than 50 percent of the time that readers spend with media worldwide, while print accounts for 5 percent.
So why should business owners even bother with print to reach potential customers? Because the response rate to letters typically is 30 times greater than to email, according to a survey by the World Advertising Research Center.
Email "is faster, but letter is better," according to the survey, which says "a good direct-mail newsletter might generate a 3 percent to 5 percent response rate, while a good email newsletter might only get one-half of a percent. Print newsletters seem to have more influence."
According to the Statistic Brain Research Institute, an office worker checks his or her email an average of 30 times an hour, meaning the communication mode is far from special.
Because print is used less to reach potential clients, "it stands out more," according to the Institute. People still feel flattered to see their name on an old-fashioned letter or direct mail.
Further bolstering the print approach, International Communications Research reports that 73 percent of consumers like direct mail more than all other forms of communication. In email, ad blockers and other digital annoyances are additional reasons that people can feel more comfortable with print products.
And lastly, with print, people can read what they want to read, not what they must read.
The bottom line in the print vs. digital debate, though, is that your business's content has to be worth reading. That's where PRigital can help. We'll help make that content clean and professional, allowing you to focus on pleasing those new customers.
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