My very first blog back in 2013 was on how to recognise a spam or fraudulent email from a bank or telecoms provider in your inbox. Often there are a few little things that are not quite right. The use of the corporate image may be slightly wrong. There may be slightly odd wording or minor errors in the text. It may be slightly inconsistent with previous emails. These are all clues to look more closely at the communication.
The ability to recognise spam, scam or fraudulent emails or texts highlights the importance of editing in professional communication. People don’t notice when it’s right, but they often notice when you get it wrong.
People now receive so many digital communications, both legitimate and not, they often don’t have the time or cognitive energy to consider them thoroughly. There’s even an Australian government website, Scamwatch, which is constantly updated with alerts to new scams.
With increasing cybersecurity concerns, professional communication is vital. Any call to action needs to be clear. Legitimate organisations do not want their communications to be dismissed or ignored by the intended audience.
Does this mean spammers should use professional editors? No, the message is that organisations that need to be taken seriously and influence people to take action have to ensure high quality digital communications.
Editors can help ensure:
- appropriate headings to get attention
- appropriate structure of a message and subheadings
- appropriate images that match the content
- consistent and appropriate tone
- consistent use of the corporate image such as the logo, corporate colours or the font for the text
- clear writing with no errors
- clear calls to action, recognising privacy and security concerns.