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Volume Two | Issue One | January 2009
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A new year – a new image? Well, there are a couple of factors influencing the “new look”. One, I have received unrelenting rubbing about the previous image, “Hey, who is that in the picture?”, being the kindest. Secondly, after weeks of shoveling, leaks and roads too slippery to run, I long for the warmth. Given that longing, I selected a picture from last year’s BVI vacation – that’s me with the smile! I think I will use this image in Facebook – as soon as I get around to it. A friend has promised to educate me on the use and subtleties of this ever growing social network. What I find interesting is that Facebook is becoming a mainstream method of communication in the business community. More on this in future issues. So anyway, according to my brother-in-law, come Valentines Day, winter is over. Go ahead, you may adopt this thinking as well, it really helps and maybe our combined energies will make it happen! So – by the time you here from me again, winter will be over….! All the best, Bruce
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Hello Everyone, On Email Marketing
"I can't write" and "What about content?"
Without a doubt, the expression "I can't write" is the number one sentiment expressed by potential clients who are considering using email marketing.
Somewhere behind public speaking, snakes, and elevators, comes the phobia of having to write. (Graphophobia- Fear of writing or handwriting.)
When it comes to the personal or professional advice section of your newsletter, the guideline is simple - “Write from your heart, not from your head.” The struggle to “sound right” or “learned” often leads to writers block. As Nike says – Just Write It!
Forget about getting everything 100% correct - just put the words down as they come and if you get caught with a word you are not quite sure of, put in anyway and underline it to look at later. (Thank you Jerie, you are a wonderful coach.)
And looking at it later is also very important – after you have it down, set it aside and let it ferment. As you know, it will look and sound different in a couple of hours.
Another very useful tool (and I use this for important emails as well) is an application named Please Read. This is a free application that reads your writing back to you. Try it, it will astound you what your eye will miss and the ear will catch.
Remember -
- “Less is more”
- Give, avoid asking for the buy - that you are making contact, your desire to "sell something" is implied
- Be yourself
"What about content?" - If you find it difficult to express your expertise in words, one solution is to make use of all the expert advice that is available on the web. It is OK to refer to the information that is out there and use it to support your point and expertise. In fact, because of the community publishing of iContact newsletters, you are actually supporting the content you are referring to by linking to it.
One customer of mine, Currier and Associates has become very proficient in this method of assembling a monthly mailer. They keep an archive of the monthly bulletin or newsletter on their website – check it out.
Finally, you may want to contract with a copywriter. If you would like help constructing a matrix for a proposal, let me know and I will be happy to help – no charge!
Coming next month: The results of the holiday wishes survey and making use of "Click-throughs".
Customer Service
For those of you new to the newsletter, this is where I pontificate on my other favorite subject (second to email marketing), Customer Service.
For the time-being we are looking at enhancing the customer service experience by adopting “Words To Avoid".
Word of the Month: “...but...”
Taken in the purest form “but” is defined “in grammar a conjunction is a part of speech that connects two words, phrases or clauses together.”
Adopting this purest form, let’s just quit using it and use a period or an “and” instead – simple, subject over……
Well, not really…. Try it, it is very difficult to avoid using “but”.
When it comes to customer or relationship friendly language, “but” is a 180 degree turn into a dead-end.
Try it by filling in the blanks:
- “I would like to help you, but _”
- “I really like your idea, but _”
- “This is a good time to meet, but _”
We set the listener up with the first part and then turn around and let them have it with the fact that we really do not feel the way we just said we do. This is far from customer service excellence or endearing relationship-building language.
So, what is the solution? Drop the “but”.
- “I would like to help you, let’s see what I can do”
- “I really like your idea, let’s add it to the discussion list”
- “This is a good time to meet and I am glad to find a solution” or, “This is not a good time to meet” (wasn’t the “but” going to say that anyway?).
It takes an effort to think ahead and avoid the “but” trap. If you commit your efforts towards customer service excellence and endearing relationship-building language you will be energized by the creative and satisfying solutions you come up with to avoid the “but”.
Good luck!
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Next Month: "As soon as possible"
For a fairly complete, suitable for framing, list of words to avoid, click here.
An archive of E Vision, and all the “words of wisdom” can be found here.