Grammar slips and typos aren’t the end of the world, if people trust you
Awhile back I saw a Dallas Morning News headline on the so-called bathroom bill.
Technically correct, but framed so narrowly it made the issue sound like it only applied to a sliver of people. In reality, it applies to everyone.
Why write it that way? I can’t say for sure.
My guess: to agitate certain readers and boost clicks.
That’s the business they’re in.
Not the news business so much as the engagement business.
I even messaged the public editor about it. Pointed out the headline was misleading. His reply? Evasive. Acted like he didn’t understand my question. I explained again. Still nothing.
Maybe he was right that I wasn’t clear. I mean, I don’t write for my business every day.
(wait, yes I do).
Fast-forward to this week. Same public editor writes a whole piece about… typos in headlines. “Went” instead of “gone.” “Polices” instead of “policies.” Important, sure — but is that really worth a full column and public apology?
It reminded me of Jesus taking the Pharisees to task for tithing on their mint and cumin while neglecting the weightier matters. Grammar matters, but it’s not the real issue.
Then came the real eye-opener: a line about improvements. Now, 98% of stories are reviewed by an editor before posting. Good, right? Except the number used to be… 28%.
Come again? A major metro paper, calling itself the “paper of record,” admitting it didn’t bother to review over two-thirds of its stories just 6-7 months ago.
And we’re supposed to see that as progress.
Their explanation was cost. I’m sure it was.
But if you’re really in the news business, accuracy isn’t optional.
And if you’re really in the trust business, you don’t brag about fixing a gap that should never have existed.
That got me thinking about my own work.
Most folks would say I’m in the brokerage business.
And that’s true. But more than that, I’m in the trust business.
You can get news anywhere. You can get a broker anywhere. Both are commodities.
The only reason someone picks me is because they believe I’ll shoot straight and protect their interests.
That’s what I actually sell. Trust.
And if that sounds crazy in today’s world — maybe it shouldn’t.
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