In engineering, great precision is called for in the design and construction of large and small works. In cooking, there is less need for exactitude, but the chef still needs to know the difference between agar and agaric, between vurjuice and vinegar. 

Precision in language in many contexts can be just as critical, not only in conveying exact meanings, but in terms of what it says about the individual or organisation issuing it. This applies as much to electronic formats as it does to printed ones. Sloppy or inapropriate use of language in the shape of mis-spellings, employment of inappropriate terms, rambling and unbalanced text, and lack of presicion in meaning will convey a subtle but unmistakable message about who you are and what you do. 

Some recent examples: a large American company marketting high-class catering equipment to professional chefs used the term ‘restauranteur’ throughout its site. In fact, there is no such word. This coining is by analogy with the word ‘restaurant’, of course. But the appropriate term is ‘restaurateur’ , and not to use it to an audience of such highly critical and proud individuals as proffesional chefs when you are hoping to sell them equipment conveys a very counter-productive impression. 

We recently bought an expensive bottle of  Tasmanian white wine: it was a wonderful vintage. But the notification on the label regarding the preservatives employed used the term ‘sulphar dioxside’ for ‘sulphur dioxside’. The wine maker was mortified when we drew this to his attention: an expensive bottle of wine directed to the discriminating drinker deserves better care in its labelling. 

A recent letter from our banker said he apologiesed for wrongly billing us for someone else’s debit: it was several thousand dollars, which was bad enough, but the misspelling left us with the thought that perhaps sloppiness in spelling as well as accounting was something that did not speak well for that institution. 

A major manufacturer recently ran a series of national advertisements for a sports car, in which it missspelled ‘exhilarating’ by analogy with ‘accelerating’; they weren’t being clever, just slack.

So what you say, and how you say it, is more than just a matter of grammattical pedantry. And good writing, precise spelling and well-constructed fluent and unambiguous text are subtle but significant corollaries of the message, service or product you are delivering. 

Our job is to read text, ranging from wine labels to annual reports to advertisements. We will turn most work around overnight, or within the hour. Substantial documents such as annual reports, theses, speeches and papers will take a little longer, and a price will be agreed upon before we start. 

We mark and, if requested, correct or provide alternative text where appropriate. If we find no errors or can make no significant suggestions for improvment, we charge only the base rate of $5 per page). If you had asked us to read this text for you, we would have charged you $50 for the ten or so errors it contains. If you can’t find them all, perhaps you need our services.