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7 Ways
Email Can End Your Business Relationships Before
They Start
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Too often, people forget they're anonymous in the
internet world. Your friends and colleagues might know
you as being a tireless worker, a great friend and
loving parent, but I don't know that. To me, you're just
a font. You're a font in an email, or in a forum post.
If you give me access to your website, then you're
whatever impression the website creates. But largely,
you're anonymous. So if you want to establish trust in
your internet business dealings, make it your goal to
paint a professional image via email.
I'm a copywriter, so I'm constantly combing the web for
possible clients and cohorts. Recently I've encountered
some internet personalities who have left me scratching
my head in puzzlement. Might we have had a fruitful
business relationship? I'll never know, because within
days of crossing paths, they managed to display one of
the "Scary Seven" - that is, the seven quickest ways to
scare people away by email. Let's review them now.
Scare Tactic 1. Send an email from a cryptic address.
There's nothing that says 'unprofessional' like an email
inquiry from "Binky24" or "Shanaynay_7". Email addresses
like this strike me as being one of two things: 1.
someone young and foolish, or 2. a spammer. I understand
if you don't have a website up and running yet; after
all, as a writer, many people contact me to help them
get their businesses started. But at the very least,
reveal your first and last name. Provide contact
information, and a brief background. If no one knows who
you are, it's not likely they'll do business with you.
Scare Tactic 2. Send an email that contains virtually no
information. Yesterday I responded to a post on
Craigslist that requested an editor. In my email, I gave
my name, contact info, a little background information
and directed the potential client to my website. I asked
a few questions about their needs. In response, I got
one line, and a very uninformative one at that. Do you
see why I don't plan to contact this person again?
Scare Tactic 3. Send too many emails! Want to make
people think you have absolutely zero going on? Then
send someone a barrage of email after having just met. I
recently got an onslaught of emails from a potential
client - NINE in total, over the course of a day. YIKES!
This is a busy world. People don't have time to pore
through your information. Organize your thoughts, and
send in ONE email- maybe two, max.
Scare Tactic 4. Send emails of a personal nature. Never,
EVER send email jokes or personal anecdotes to someone
you plan on doing business with over the internet. I
don't care how promising the initial phone conversation
was or how "friendly" they seem. This behavior screams
unprofessional, and can even be a bit disturbing. Many
marketers swap information, and this is fine. But it
should be done in moderation. There's a fine line
between helpful information exchange and email
harassment. Don't cross it.
Scare Tactic 5. Send out a group email, and forget to
blind copy. I recently signed on to work for a company
that contracts out writers. I liked the spirit in which
business was being conducted and the site owner's honest
approach. But there is such a thing as too much honesty.
The first project came through via email - and I could
see the name of EVERY writer who was competing with me
for work! Not only does this have trouble written all
over it, but no one wants their email address shared. A
Privacy Policy is the hallmark of a real business.
Implement one, and assure people their information is
safe with your company.
Scare Tactic 6. Send an email that you haven't proofread.
We're all in a hurry, it's true. But haste makes waste!
If you request information on "barbecue girls," you
might just get some unexpected feedback! Double-checking
your message can ensure that the recipient can respond
properly. Ultimately, you'll get an answer to the
question you asked - and not one you didn't.
Scare Tactic 7. Send an email that's either too
enthusiastic, or too austere. People are people - and
I've encountered personalities from both ends of the
spectrum. Those who are "SO EXCITED to make your
acquaintance that they CAN'T STOP SHOUTING!!!!!!" and
those who apparently are so wrapped up in themselves
that they can't spare a courteous hello. My advice: take
the middle ground. Keep it friendly yet professional,
and don't go to extremes in your correspondence.
Don't want to frighten people away with your email? Then
avoid the "Scary Seven!" Above all, discuss the who,
what, when, where, how and why of your message, and be
sure to include any information that will help your
future colleague get to know you better - a website
link, some articles you've written, your resume, etc.
Don't be overly pushy on email, and avoid over- or
under-communicating. In time, you'll get the feel for
the type of emails people respond to. And once that
happens, you're on your way to cultivating fruitful
internet business relationships! << |
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