What do you do?

You'd be surprised how often people ask me this question and don't get my answer. Perhaps it's because I say it, rather than writing it, and it doesn't come out the right way.

But today I found an excellent example of something I do, and I thought I'd share it with you.

Look at this:

This phrase was an error message I got on the Optus website:

Let's just be clear: this message reads "Please type the password same as above." It is supplemented by the word "Mediocre".

Among the things I do is make sure that language like this never makes it onto your site. My job is to make sure that every word that appears in association with your brand is a word you'd want associated with your brand.

(If you're wondering what's wrong with "mediocre", the answer involves targeting a mass market [and associated reading levels], brand values, and brand language. Are your eyes glazing over yet? I thought so.)