I'm talking about the now vs. not typo. Quite simply, that's when you mean to type one of these two words but your well-practiced fingers type the other instead. Obviously this typo would only affect touch typists, but there are plenty of us in the world.
This typo is particularly insidious for many reasons:
- It's easy to make. It only requires the substitution of a single letter using the same hand.
- Spelling checkers don't catch it.
- Grammar checkers don't catch it.
- It can occur both ways (now to not and not to now).
- It has the effect of completely reversing the meaning of the sentence.
Now it's time to promote it. You quickly add some copy right up at the top of the Zombiesquare home page stating,
Zombiesquare is now available for the iPad.However, what you accidentally post is
Zombiesquare is not available for the iPad.Wow, that sucks. You just took your very best set of target buyers and told them not to bother. That'll definitely cost you some sales. All because of a stupid typo.
The other direction is just as possible and just as bad. Think of how dangerous it is if your coupon is supposed to have mouse type that reads, "Not available in combination with any other offer," but instead states, "Now available in combination with any other offer."
So when I'm proofreading my own or others' work, I always stop on the words not and now and take a beat to ensure they mean what they say. I recommend the same to you.