This morning my artist husband Michael Baum asked me to proof his monthly email newsletter. A “typo” jumped out at me. He had titled a new painting:

“Clouds Building over the Wets”

Colorado’s Wet Mountains are often referred to as the Wets. However, many people don’t know this.

What’s more, “Wets” screams TYPO! It looks like it should be “West.” Nearly everyone who reads Mike’s newsletter would see this “obvious typo” and — here’s the issue — they would be distracted from his image, essentially, his main point.

Moral of the story: Mike could dig in his heels and insist that he is keeping the painting’s title as is, because it is accurate. Instead, he decided to change the title to “Clouds Building over the Wet Mountains” to avoid confusion, eliminate distraction, and keep his readers focused on what really counts.

 

 

Here’s a screen capture from Mike’s newsletter draft. Visit his website at MichaelBaum.com