AMPERAGE Marketing & Fundraising

BlogMistakes Happen

Mistakes Happen

Yes, in the communications business, mistakes happen: typos, inadvertent images attached, wrong files sent to printers, posts sent prematurely. It goes on and on.

This email surprised me because in some ways it looks normal. Lorem ipsum ectu veritas is a common language of designers. “Lorem ipsum” is placeholder text used to show how a font or copy block will look in a design. We call it greeking in text. It is from “a corrupted version of De finibus bonorum et malorum, a first-century BC text by the Roman statesman and philosopher Cicero, with words altered, added and removed to make it nonsensical, improper Latin,” according to Wikipedia.

Lorem ipsum has been used in typesetting since the 1960s, when it was used in ads for Letraset dry transfer sheets and a burnisher. Yes, I’ve transferred lettering by hand on a design board.  

Yet with all this modern digital typesetting, how does a large company send a template email to everyone who has used its services? Easy, the click of a button.

The problem is never the mistake, but how you handle it. I’m still waiting for VRBO to own up to the error and apologize. We call this the “typo terrorist,” and that terrorist robs your credibility and public trust. However, in this case, it was a nostalgic look back at lorem ipsum and the good ol’ days in college of hand-crafted kerning and leading exercises (not to mention waxers and Rubylith) with Letraset dry transfer letters.


VRBO did respond and owned up to the mistake. And with a nice twist, they stuck the landing.

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With almost 30 years’ experience, AMPERAGE didn’t hire Mark … Mark hired AMPERAGE. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. As one of our fearless leaders (and our go-to sommelier), Mark works tirelessly to solve the complex puzzle that is “communication.” He’s written a whole book about it. If Mark were a dog, he’d be an Australian shepherd, consistently herding and providing direction to the AMPERAGE flock. Aussies also have two different colored eyes, which Mark thinks is great. Mark moves the needle by digging into research, background and persona for clients. It is from that solid foundation that he can empower clients to build large branded houses.