14 May Dear (fill in the blank)
A personal note will always be more powerful than a form letter, especially when you forget to fill in the blanks. From YDST subscriber Nicholas Woltring: I just got back from a conference and I expected the usual flood of vendor e-mails but I didn’t expect to receive this one. I’ve removed any identifying information from the greeting, body and closing. (The removed identifying names are in red.) Yes, the blanks were still there when I received it and I received it TWICE:
I wanted to express my thanks for visiting the Company Services booth at the Industry Expo in City last week. It was good talking with you. I would welcome the opportunity to discuss at greater length how Company can improve the customer experience at (________). If you would like, we can set up a brief phone meeting. Let me know what day and time works best for you.
After the Mom 2.0 Summit last week, I sent personal email notes (and some handwritten notes) to everyone I had an interaction with. The response is worth every bit of time I spent traveling, networking, and writing. Take the time to create the relationship. It will pay off every time.
Share your worst email follow-up below
Sounds like it is time to recommend Enchantment: The Art of Changing Hearts, Minds, and Actions by Guy Kawasaki again. I’ve personally gone back and read it two more times – it is that good. From Amazon.com: Enchantment, as defined by bestselling business guru Guy Kawasaki, is not about manipulating people. It transforms situations and relationships. It converts hostility into civility and civility into affinity. It changes skeptics and cynics into believers and the undecided into the loyal. Enchantment can happen during a retail transaction, a high-level corporate negotiation, or a Facebook update. And when done right, it’s more powerful than traditional persuasion, influence, or marketing techniques. Read more here.
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