Getting the Basics Right

A friend passed along this email invitation to a lunch event sponsored by a local marketing group. They decided to do some basic mail merge to personalize the invitation. The result:

Greetings NOT FOUND

If you're not already familiar with the [Local Marketing Group], here's your chance to learn more about a great organization. [John Doe] and [Jim Poe] of [Fancy Creative Ad Guys], leaders in integrated business-to-business branding and communications, have graciously agreed to speak at the [LMG] luncheon this Thursday. I'm on the Board of the [LMG], and they've agreed to extend the member's only $25 luncheon price to anybody who mentions this email. What a deal! Please join us this Thursday and learn more about ROI that resonates in the board room.

Ouch. I thanked Mr. Found for passing this along (well, I just call him Not, since we're close). How embarrassing. Especially coming from a marketing group.

No to mention the bad apostrophe in "member's."

The basics matter, folks.