Discover the 60 London mistakes that take the credibility out of any text – WAU

* This post was inspired by the gigantic list of 102 London errors from the In digital marketing, especially in content marketing, texts are necessary tools. And I say “tool” in the correct meaning of the word: the text is a true instrument of the strategy, used in order to deliver relevant content to the personas, educate and retain them. For what […]

* This post was inspired by the gigantic list of 102 London errors from the

In digital marketing, especially in content marketing, texts are necessary tools.

And I say “tool” in the correct meaning of the word: the text is a true instrument of the strategy, used in order to deliver relevant content to the personas, educate and retain them.

For this to happen, it is essential that the text is reliable.

The basic “recipe” for a text like this, we already have: we need to provide a relevant topic, a subject that the persona really has an interest in, a valuable reflection or tip, the right answer to a question or an efficient solution to a problem .

But what many do not realize is that the relevance of the text does not depend only on its degree of informativeness.

There is no point in having the perfect way out of a situation in your persona if you cannot express yourself clearly, if you are not able to make yourself understood perfectly. Therefore, the good use of the language is the greatest ally of a valuable text.

And one thing is a fact: in the written language, the cultured norm is the prestige variant. In practice, this means that a well-written text is valued, whereas a text full of mistakes and inconsistencies can make the reader wrinkle his nose and distrust the author’s skills.

Failing to win the reader’s trust is only the first consequence of mistakes, and the second is even more worrying: it is very unlikely that anyone will share and help propagate a criticized text. This sucks for content marketing, right?

In order to help you avoid this situation, we list in this post 60 London errors capable of taking the credibility out of any text. Keep reading and learn to make your content impeccable!

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Spelling errors

Spelling mistakes are those that do not respect the correct way of writing words. Spelling problems can be considered:

1. Typing errors

They happen when you change a letter, or type a character more or less. Did you notice any errors like that in the previous sentence? It was purposeful, for you to understand how the exchange of a letter seems harmless but it can break the flow of reasoning and confuse whoever is reading.

“How much” and “when” are two words in which this occurs a lot, as well as constructions that can end with both s and r: intern / internal, for example.

2. Confusion between similar phonemes

There are more sounds in the language than graphic signs to represent them. Thus, the same phoneme can be spelled using several different letters. This is the case of the sound of “s” in “farm” and “hunting”, “z” in “house” and “oil”, “j” in “boa” and “travel”.

This similarity between phonemes is what makes us write “traz” (verb) instead of “back” (preposition), or form phrases like “Maria didn’t want to know about André’s ebook”.

The good news is that these misconceptions are easy to solve: just have a dictionary nearby (it can be an online one, of course) and perform a careful review at the end. You can ask someone to help or review it yourself.

In the latter case, wait a while after writing the text, to “cool your head” before re-reading. Another very important tip is to always pass the text through an automatic broker.

If your typing errors are frequent, the ideal is to take a typing course to learn the best techniques and improve your coordination, thus reducing errors.

The accentuation also falls into the category of spelling, but, as there are many errors of this type, we will have a topic just for them. Check it out below!

Accentuation errors


Strictly speaking, the “crase” is a combination of identical letters. In the London language, the main form of crase is the connection of the preposition “a” with the letter “a” (usually a definite article), symbolized by a grave accent that indicates this union (that is why this topic fits into accentuation errors ).

Below are some of the most common mistakes made:

3. Crase before male words

As mentioned above, the main occurrence of back pain in London is the junction of the preposition “a” with the defined article “a”, used only before feminine words. As the masculine words are preceded by the article “o”, the junction with the preposition results in “ao”. That’s why we say:

“They go to the company and then to the marketing event”

Therefore, the uses “strictly” and “with respect”, for example, are incorrect. In these cases, only the preposition is used: “strictly” and “about it”.

But, as in every rule, there is an exception: when the expression “à moda de” is hidden in the sentence, we can say, for example: “steak à Osvaldo Aranha” or “sang the song to Roberto Carlos”.

In these cases, the accent mark of crase is a great ally of disambiguation: if we say “sang the song to Roberto Carlos”, it means that the person sang for the King, and not imitating him.

4. Crase before statements

Another exception to the prohibition of accentuation of crase with masculine words is before the demonstrative “that”. This is because the preposition “a” joins the first letter of the pronoun, which is identical. That way, when we have verbs or expressions that require the preposition to + “that”, we can say:

“The post made reference to that content marketing course”.

However, some statements do not begin with the letter “a” nor are they accompanied by the article “a”. That is why it is wrong to use the back quote in phrases like: “the post made reference to this booklet”. In this case, we use only the preposition: “… made reference to this booklet”.

5. Crase before feminine words in the plural

Ok, we already know that the crase occurs when there is a junction of the preposition “a” with the article “a”. But what about when the next word is in the plural?

In these cases, the correct thing to do is to join the article in the plural, naturally: a + as = às. Another option is to use only the preposition. But it is important to note that this choice makes a difference in the sense of the sentence. Watch:

When we say “the post makes reference to security booklets”, there can be several booklets, undetermined. When we say “the post makes reference to the safety booklets”, they are specific booklets, which should be mentioned elsewhere in the text. Both options are correct, depending on the meaning you want to give to the sentence.

But it is incorrect to say “the post makes references to the booklets”, because, as there is no plural article, there is nothing with which the preposition joins. This prevents crase (junction) and the use of the severe accent.

6. Backbone before verbs

The logic applies here again: the crase (junction) only occurs when there is an identical letter immediately after the preposition. Like demonstrative pronouns, verbs do not admit an article (since articles are accompanied by nouns).

Thus, there is nothing with which the preposition joins. It is incorrect, therefore, to say “to leave” or “to combine”: we use only the preposition in these cases: “from” and “to combine”.

It is good to remember that in some situations the crase may even be optional, but it is very useful to preserve the correct meaning of the sentence.

For example, there is much less danger in “getting the bullet” than in “getting the bullet” – unless, of course, the first sentence bullet is offered by a stranger in a van!

New orthographic agreement

The new Orthographic Agreement brought a series of changes to the language, such as the insertion of some letters in the alphabet (“k”, “w” and “y”) and the extinction of the umlaut in words such as sausage, penguin and fifty. But what about the accent, what has changed?

7. Paroxyton accentuation

With regard to the acute accent, there are now two conditions that the word must fulfill at the same time in order not to be more accentuated, according to the new Orthographic Agreement. Are they:

  • The word must be paroxytonic, that is, have the accent stressed on the penultimate syllable;
  • This stressed syllable must have diphthongs “hey” or “hi”.

Some of the main words that lost their accent are: idea, European, jewel, assembly, premiere, audience, jam and heroic.

But why does “heroic” no longer have an accent and “hero” continues to have it? Because “hero” only fulfills one of the conditions: there is an open diphthong “hi” in the stressed syllable, but it is an oxytone (the stressed syllable is the last) and not a paroxytone.

It’s simpler than it looks, right? In any case, always have an online dictionary in your favorites to answer your questions.

8. Flight / Flight

The words with the double vowel “o” are no longer accented with a circumflex. Therefore, we no longer write “flight”, “seasickness” and “forgiveness”, but “flight”, “seasickness” and “forgive”.

9. See / See

In the same way, the words with a double “e” are no longer accentuated, as they see, believe, read, give. But be careful not to confuse “see” with “come”! We will talk about this in the topic on concordance.

Differential Accent

In addition to modifying the accentuation of paroxytones, the Orthographic Agreement extinguished some differential accents that, in practice, no one used anymore. An example is the word “stops” (from “to stop”), which used the accent to contrast with the preposition “para”.

However, many of these differential accents still exist and cannot be overlooked, precisely because they have the function of distinguishing one word from another almost identical. Here are a few:

10. Influence / influence

“Influence”, with an accent, is the noun. “Influence”, without an accent, is the conjugation of the verb to influence.

11. Discomfort / discomfort

Likewise, “discomfort” is a noun “and” discomfort “is a verb conjugation.

12. Debt / debt

“Debt”, with an accent, is a noun that means debt, something owed to someone. “Divide”, in turn, is an imperative or subjunctive of the verb “divide”.

13. Shape / shape (optional)

The accent that highlights the difference between “mold” (form) and the configuration or way of doing something (form) is optional.

Despite being optional, it is recommended to make this distinction when it is not possible to undo the ambiguity just by the context.

14. Can / Can

We use the accent to differentiate the forms in the past and in the present from the verb power: “today he can manage social networks, yesterday he couldn’t”.

15. Put / by

The caret is also used to distinguish between the preposition “por” and the verb “to put” (to place, to lay out).

16. Papers / papers

Confused by the new rules for accentuating the Orthographic Agreement, many people write “papers” when they mean “sheet” or designate someone else’s role. As automatic brokers do not report an error, the text follows with “papers” without an accent.

It turns out that the brokers are also confused: “papers” is the subjunctive conjugated in you of the verb “papar”. In the most common sense, “papers” continues with a strong and firm accent: “Maíra handed the papers over to the lawyer” or “the director distributed the papers to the actors”.

Despite being simple accentuation errors, these mistakes end up causing a semantic confusion, that is, an uncertainty about what the sentence means, which disturbs the reader. Below I will talk a little more about this type of error and its consequences, in the topic called “Paronyms”. Keep following!

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Punctuation errors

17. Comma

We all learned at school that the comma is a break for breathing. You can forget that rule! When we think in this way, we can be led to the most damning errors in the use of commas, including separating the subject from the predicate. Watch:

“An important tip is, search other blogs on the subject.”

Although there is a pause in the spoken language, the sentence above is punctuated incorrectly. It would be best to use a colon or modify the verb:

“An important tip is to search for other blogs …” or “An important tip is: search for other blogs …”.

In fact, the comma is a pause in reasoning, not rhythm. We use commas – and punctuation in general – to separate “blocks of meaning” in the text and organize the flow of thought, making life easier for those who need to interpret what is written.

For example, did you see what I just did with the dash? Learn in the topic below how to use it correctly and efficiently!

As for the comma, there are many rules (and exceptions) that we will not have time to scrutinize here, but I indicate this complete Guide on how to use the Comma which, for sure, will help you to better understand this tool.


The use of the dash is generally comparable to the use of parentheses. We also use these “dashes” to isolate “accessory” information in the sentence.

The big difference in comparison to parentheses is that the dash isolates giving prominence, while parentheses put the information in the “background”. Therefore, when you want to emphasize information, a dash is the best strategy.

But what is the main mistake that people make when using this punctuation mark? It is to confuse it with two other “dashes” with different sizes and functions. These other lines are the hyphen and the half-stripe, which are not punctuation marks, they are signs of joining words.

Understand better:

18. Confuse dash and half stripe

Before the Orthographic Agreement, half-stripe was used to indicate word junctions that did not form a third meaning, such as “cost-benefit”, “mother-daughter relationship” and “Rio-Niterói bridge”. Currently, it is correct to use the hyphen in these situations.

Some publication models use the half-stripe instead of a dash, since it is smaller, more discreet and “elegant”. But, originally, they are different things.

19. Confuse dash and hyphen

Worse than replacing a dash with a dash is replacing it with a hyphen, as the hyphen doesn’t even fall into the scoring category. Its two main functions are word formation by composition and by derivation.

When we put together two terms that work “freely” in the language to form a third meaning, it is composition: keep + rain = umbrella. When we use a free form and a “stuck” form (suffixes and prefixes, for example), we call formation by derivation: microorganism.

As we said above, the dash has a function similar to parentheses. Quite different from the hyphen, isn’t it?

So that you do not make mistakes again, note which keyboard shortcuts are used for each one:

  • Hyphen: alt + 045 –
  • Half-stripe: alt + 0150 –
  • Indent: alt + 0151 –

If you use a notebook without the auxiliary numeric keypad, the shortcut will not work. In that case, copy and paste the dash (-) into a sticky note or notepad and use whenever you need to.

20. Use of exclamation

This topic is not an error itself, but an overuse. Did you know that when you use the exclamation, the effect you give to the text is someone shouting?

You can use this graphic sign when you need to be more effusive – or assertive – or even when you want to emphasize or emphasize information. The exclamation serves to catch the reader’s attention, and has been a bit like caps lock.


Just use the sign once and you will have the emphasis effect you are looking for! And try not to repeat it too many times during the same text.


“Etc.” it is an abbreviation of the Latin expression “et cetera”, which means “and others”, “and so on”. Check out some errors related to it:

21. Use of commas before etc.

Many grammarians argue that, because we don’t use a comma before “e” in enumerations, the construction “KPIs, metrics, automation, etc.” would be incorrect because it is equivalent to “… metrics, and others”. Some scholars consider this rule a preciousness.

22. Use of “e” before etc.

There is also discussion about the use of the coordinating conjunction “e” before “etc.”, as it is equivalent to “… metrics and others”. There is no need to repeat, right?

23. Lack of abbreviation after etc.

The above rules are debatable and many language scholars accept that they are broken. But one rule is unanimous: “etc.” it must always be accompanied by the abbreviation point.

It may seem strange, but are constructions of type “etc.,” (with a comma after the period) and “etc.?” (with question after the period).

But what about when “etc.” comes before the full stop, do we write “etc ..”? No, in this case the point has two functions: that of indicating an abbreviation and that of ending the sentence.

Semantic errors


Do you know the paronyms? We call those words that have very similar spellings and / or sounds. Sometimes they are phonetically identical!

As, out of habit, we often use spoken language as a basis for writing, this similarity confuses us and we tend to exchange one paronym for another.

For example, we can write “fix” instead of “fix” in a phrase like “the link broke, we need to fix it”.

You may be wondering why this is a semantic error, not a spelling error.

It’s simple: the spelling of “fix” is correct, the word exists in that way in the language, dictionary. The problem is that the term was used out of context, since it has a very different meaning than intended. This is a very common mistake that interferes with the clarity of your text and, consequently, its relevance.

We brought here some common paronyms for you to make no more confusion!

24. Hit / hit

“Hit” means “act of getting it right” and “hit” means an “allegation that is believed to be true”. This paronym gave rise to a term widely used out of context: the concept of “assertive”.

In my work as a proofreader, I read at least once a day someone using “assertive” in the sense of “efficient”, “correct”, “effective”, “correct”. But in fact, being assertive means being emphatic, categorical, saying things very firmly.

It is judging yourself to be correct, but not necessarily being correct. It even has a slightly pejorative meaning in certain cases. So be very careful with the misuse of that term.

25. Session / section / assignment

“Session” is a period of time, “section” is a division, the division of something. So, you go to a movie session after strolling through the children’s section of a store.

“Assignment”, in turn, is the act of giving in: “The husband gave his wife the right to reside”.

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