Whew! I’ve just returned from my first journey to the International Builders’ Show in Orlando. What a week! Endless exhibits, incredible educational seminars, overpriced food vendors, and sometimes, a half-mile walk - literally! - from one event to another. The place was jammed. And despite the current sense of gloom that’s overtaken the housing industry, everyone came away with a renewed vigor, armed with new tools to succeed in today’s environment.
So what can I share with you? Okay, here’s a quick tip that I’ve heard before, but is certainly worth repeating (with apologies for my failure to recall who said it):
When speaking on the phone to a customer, remember to SMILE. Even though the person on the other end will never see you, your cheerfulness will come through loud and clear over the phone.
So that got me thinking…what happens when that same conversation is taking place via email? After all, words on a screen can’t smile…can they?
Case in point…My father is a really nice guy. Friendly, cheerful, upbeat, and generally fun to be around. But sometimes, when I receive an email from him, I’m slightly taken aback. The tone of his emails just doesn’t seem to match his friendly personality. His emails are short and to the point, and just don’t sound like him.
I’m sure he doesn’t intend to sound harsh, but that’s just his email writing style. I’ve gotten used to it over the years.
But he’s my dad. Your customers may not be so forgiving.
As we all know, written communication is not the same as verbal communication. Without the benefit of facial expressions, body language or even tone of voice, the intent of the writer isn’t always fully interpreted by the reader. No matter how friendly, charming or persuasive you are in person, those same qualities may not be so evident in your written material.
That’s why you need to make an extra effort to let your friendly personality shine through in your email.
It’s not always easy. In sales, email communication requires a brand new set of rules. There’s no way to smile and welcome a prospect into your sales office. No way to shake hands and exchange pleasantries before getting down to business.
The customer knows nothing about you other than what they read on their screen.
So, when communicating via email with anyone – customers for sure, but even co-workers and friends – take the extra time to make sure your true personality shines through in your writing. Greet the recipient by name, introduce yourself and answer their questions. End with some sort of call to action, and sign your name.
And before you hit that “send” button, read it back to yourself out loud.
Does it sound friendly? Courteous? Polite? If you were speaking to someone in person or on the phone, would you say it in just the same way?
The Builders’ Show took place over Valentine’s Day (whose bright idea was that? My wife wants to know…). I’m sure many of us in attendance took a couple of minutes to write a quick “love letter” to our significant other at some point that day. Let me tell you…if you’re going to be away on Valentine’s Day (and I don’t recommend it), you’re going to make ABSOLUTELY sure that your profession of love is going to read just right…or ELSE.
Don’t your customers - who will inevitably PAY for that all-important Valentine’s Day gift - deserve some of your lovin’ as well?
For heaven’s sake…you’re a great sales/marketing person. You’re obviously outgoing, friendly, personable and just plain fun to talk to. Develop an email writing style that practically reaches out and shakes hands with your customers! Let ‘em know you’re smiling on the other end!
Does your BRAND smile? Check out this recent post from MediaPost’s “Online Spin” blog!
Tags: email marketing, writing tips
