Today I received an email from a person I don’t know pretending to know me. They began with a small intro and then a hard pitch about their product and how it would help me. The email closed with an invitation to learn more. I just needed to reply or call now.
The product might be good, but I didn’t look further. I deleted the email.
My advice to the sender of this email:
- Don’t hype. People today see the world in terms of real and fake and want to buy something real from someone genuine, not something contrived and disingenuous.
- Don’t pose. Build a connection. A list of names and emails is just that. It’s what you do with that list to build a sense of loyalty and belonging. It becomes much easier to get an appointment or interest when your only option isn’t to get the appointment right now.
- Stop selling your product before knowing your customer. Begin with the end in mind. Start by asking yourself these questions.
“How do I want Jeff to feel when he opens my email?”
“How does Jeff want to feel?”
“What real value could I give Jeff to start a relationship?”
Earning attention is something that is seriously underrated.
Brandon Wiseman says
“Earning attention is something that is seriously underrated.”
Good stuff! Keep it coming; you’re teaching me now! 😉