Go ahead; give it a read. You’ve spotted it, right? It’s the kind of misspelling that spell-check would have caught (which is a sin worse than any misspelling). There are fewer than 30 words in this piece of collateral – couldn’t the proprietors of Kush and Glass have, like, read, proofed and, yes, spell-checked them?
If you’ve read it twice now and don’t see what I mean, don’t feel bad; it’s not the kind of thing most people would notice -- your eyes see the misspelling but your brain automatically corrects it. So I’ll just spell it out: “I” before “e” except after “c.” R-E-C-E-I-V-E. (I won’t ask you to fall down the rabbit hole of “or when sounding like ‘a,’ as in ‘neighbor’ or ‘weigh.’”)
This error is noteworthy for several reasons, one of which is that failing to spell-check spells “s-t-o-n-e-r.” Not a good look for a merchant -- or the budding cannabis industry at large, which needs all the help it can get. It’s branding, but it’s branding that says, “My unique selling proposition is that I pay no attention to detail.”
Correct spelling is nonnegotiable no matter what sector you’re in. But it’s incumbent upon cannabis businesses to present themselves as exemplars of not only proper spelling but grammar, punctuation, usage, syntax … the whole megillah.
I’m Coming for You
I’ve been kind here. There was a time when my husband/business partner and I published a company newsletter called “Editorializing” (the company was Editorial Emergency). Therein was a feature called “Not Our Clients” in which we mercilessly mocked all kinds of morons for stuff like this. Some of those gems still make me LOL. (We did not make fun of nonnative speakers and their hand-written signage, however, because that’s just mean.)
With this post, I’m resurrecting “Not Our Clients.” I’ve got a bunch more tucked away, but if you see one – you know who you are – please send it to me: firstname.lastname@example.org. Thanks to fellow language enthusiast Rebecca Kraus for spotting and documenting this specimen.
In conclusion, spelling counts.