Your intentions are showing

July 8, 7:41 PME-mail Marketing ExaminerBarbara Roman

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Have you ever said to anyone, or has anyone ever said to you, “It’s not what you said; it’s how you said it!” Many an argument has been born by having said words, that alone would cause no objection, but the person on the other end heard the tone (the attitude) and knows the truth.

In e-mail there’s no facial expression to clue the reader in on attitude, no wide range of volume or inflection like you have when talking. Except for the occasional CAPITALIZATION and italics to guide us, most is subject to the reader’s interpretation. But there are signals we rely on and are evident in every nuance of written communications - and they create tone.

Intent shows through. If you come from a sincere desire to provide help to your customers, then it will be evident in the way you convey yourself. If you’re top priority is to make the sale, that’ll show too. Of course one of your main objectives for your business is to make money. But if you let that simply be the result of providing service to others, that doesn’t just make for an excellent business plan, which in turn brings you money; it also makes for a satisfying way to spend your time on this planet. What can you passionately provide for your customers that can help solve a problem for them?

Informing readers of that service or product is one of the tasks of e-mail marketing, but another as equally important, is to build rapport with those readers. The tone of your e-mail sets the stage and guides their receptivity – one way or another. Do you engage them or do you turn them off? Tone is the feeling your e-mail conveys – through visual and verbal content.

Remember, everything about your e-mail says something about you and your product. Is your e-mail clean, crisp and well designed? Is it interesting – both visually and through the information you provide?

Be conscious of the feeling that the look of the e-mail creates. Tune in to the feeling evoked by the colors you choose - how many and to what proportion. (Two or three colors maximum unless you have studied some graphic design and know how to break the rules).

Pay attention to the tone of your voice. Is it a gentle voice? Is it a tough love or sarcastic voice? Do you sound like an authority on your subject? The words you choose and the attitude of your message convey tone.

Do show that you are an authority on your subject. And a key word here is Show. Show your customers that you understand where they might be coming from and teach what will help them in their endeavors. Anyone can talk. You need to show. Display to your customers your expertise and intentions.

How do you show? You give. Show in specific ways that you want to help them, by giving freebies, a money back guarantee, valuable information, etc.

It basically all boils down to human connections. Yes, e-mail is a technical away to get your message out there; one you can create alone at your desk. But the intent is to build relationships with individuals and if you don’t put yourself in it, your communications will feel cold and impersonal.

Reach out to your customers on a person-to-person level and you can build a business that is not only successful, but satisfying as well.

More on the subject:
Staying in the game
People prefer to do business with those they know, like and trust
When are e-mails more than just e-mails?
Grow your relationships and watch your business bloom