“Don’t judge a book by its cover,” they say, but we all know that first impressions last.
That is why a professional, polished white paper and website is essential for ICOs in maximising buyer faith and investment.
It’s about more than just first impressions too. For me, as a writer, there’s nothing worse than landing on a poorly written or badly edited web page in the blockchain or cryptocurrency space, riddled with spelling mistakes and/or grammatical errors (to say nothing of punctuation or syntax).
Alas, to my chagrin, this event has become commonplace.
It’s distracting, to say the least, when I’m reading about a project and every other line of text presents me with an avoidable error that any self-respecting editor should have picked up in a flash. This is particularly an issue with ICOs coming out of countries where English is not the first language but which, none the less, aspire to be taken seriously by an international (and largely English-speaking) audience.
Some of these projects are definitely worthy of generous backing but they do themselves no favours with sub-par copy.
That’s why you need someone with a high degree of proficiency with the English language on your team making sure that your copy is crisp, clean, and easy to read.
You want your audience’s attention to be 100% focused on your excellent concept and brand, not wading through a morass of spelling and syntax errors.
The reality is that the more mistakes your page or paper features, the more amateurish you look – even though you may have the greatest concept, token, and team on earth. Getting the basics of language wrong repeatedly is not reassuring for prospective investors.
Don’t let language be a barrier.
Show people that you mean business: make sure your copy is as good as the product or coin that it’s elucidating!
It’s the simple things in life
The example below is taken from an actual ICO page. I’ve highlighted several areas that need an editor’s attention (while ignoring the place where an Oxford comma might have been inserted) – see if you can spot the errors. This is a good project whose copy is dragging their brand down.
Stay the course
Another issue is switching between English and American language conventions. We’ve found examples of this too in the blockchain ICO/token sale space.
Here’s the rub: pick one and stick with it!
Decide if you’re going with American English or traditional (UK) English and stay consistent.
Below is an example of UK English being used (see the topmost blue box) – as well as a missing full stop (at the end). (We have removed the company’s name. We’re not picking on anyone here!)
On another page of the same site we see a switch to the American spelling featuring a “z” instead of “s” (below).
Sins of Commission
Below in this next small sample of text we spotted at least three unforgivable errors – including a missing space in the bottom blue box (the space bar ain’t hard to find, people!). None of these mistakes would have made it to the published web page if it had undergone editing and proofreading by trained eyes prior.
Firstly we find “Frequently” spelled as “Frequestly,” followed by “knowladge-base” (I think you mean “knowledge-base”), and lastly, the missing space.
O’ mine eyes! Hast thou no mercy?
Editing and Proofreading Pay Off
At this point, with your attention focused in on these “minor” details, I trust that the importance of editing and proofreading is sinking in. It’s the difference between looking like a pro or a rookie.
Do you want people spell-checking your white paper as they read?, or would you prefer to be blowing their mind with your incredible idea?
Would you rather convert ICO investigators into on-the-spot editors distracted by sloppy copy, or, would you rather turn them into BACKERS?
The difference is in the details. Use an editor.