Messaging: Prose and poetry, write like you mean it or do not write!
Sales tip for those who like to move fast. If you can not write, have some one ghost write for you(marketing, a buddy, your spouse, anybody!). Otherwise take some lessons or hire a copywriter. There are many who would argue that proper English is dying, and in the modern days of Twitter, SMS and IM we all write in a mini version of real communication. When it comes to consumption of the now, and the social aspect of real time communication, I could not agree more.
WHEN IT COMES TO THE EMAILS YOU SEND YOUR POTENTIAL CLIENTS, YOU SHOULD WRITE HOW YOUR ELEVENTH GRADE HIGH SCHOOL TEACHER TOLD YOU TO WRITE. That is right, I am screaming this at the rafters. Let me calm down.
When it comes to e-mail, and letters, and quick notes, your words in print are the equivalent to how you are dressed in your prospect’s mind’s eye. Would you show up for a meeting in your beach shorts and a tank top? Would you skip the mirror and show up unshaven, shirt buttoned incorrectly (See Jerk on left), and expect to win business?
No you probably would not, and if you did, you would probably end up in a psyche ward, not heading to President’s club. Well, showing up shabby is what your poorly written, abbreviated mess of an e-mail is representing.
Now, let me help line this up with the times.
You also are not showing up in the powdered wigs and ruffled shirts of the 1800’s, thus leave the poetic charm of Shakespeare for those love notes to your partner.
Most of you are not dressed in the three pieces, overcoats, and brims of the 50’s and 60’s, so again do not create stuffy content that is verbose and boring. No matter how slick it is, the overall verdict these days is people falling to sleep.
In this fast paced world, write like you dress, and most of all who you are dressing up for. If you are a polo person and you are working with polo people, write business casual. If you throw on the sport jacket over the dress shirts, and know the designer that made your shows, your prose should be as compelling as your story about the deal you got on your outfit.
We spend so much time in sales training these days, but what about taking some writing classes? We read about sales strategies, and personal growth, but how often are you reading the classics, or the latest great American novel?
Bottom line, business casual is the dress code for our times, and it is the writing style for this first decade of the 21st century. Succinct compelling reasons to continue reading. E-mails that get to the point and talk to people in a personal yet professional way. Share what you know, what you have done, and forget about your marketing jargon. I mean, would you wear a bow tie with that?
Tags: , , , , Messaging, sales advice, Sales Tips, sales training
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July 23rd, 2008 at 12:42 am
I loved this article Karl. We dress to impress and in business situations we also talk in a befitting manner. I wouldn’t talk to a prospect like I would to a close friend, therefore why should communication via email be any different.
With all communication, emails included, there can be shifts in language depending on the nature of the conversation. I tend to always let the nature (and language type) of the conversation be dictated by the client in that I don’t presume to get over familiar unless the client first is comfortable with using that kind of language.
July 23rd, 2008 at 4:44 am
Dome Man?…
On most days, I have my assistant read my blog posts before I post them, to make sure there aren’t any typos or incorrect spellings. But I still post errors in my blog. A friend found three of them last week and kindly let me know. That’s not good, a…
July 23rd, 2008 at 10:56 am
Great article, Karl! Thank you. Sometimes I wonder if I’m too “professional” when I write, because of those who abbreviate and refuse to proofread what they type. But I feel my clients deserve for me to take them seriously. Then again, it has always depended on how our relationship is and what the letter or email is about. I let the client determine what type of conversation we will have, depending on their comfort level.
July 27th, 2008 at 12:35 pm
Karl, this is a very good post about a subject that is being addressed on a regular basis in businesses across the globe. Everyone using e-mail should spell words correctly and put together sentences that form paragraphs. That doesn’t mean the words have to be fancy or the thoughts profound. Thanks for shedding light on the topic. See if my latest articles are consistent with my beliefs at http://www.salesandmarketingloudmouth.com
July 27th, 2008 at 7:35 pm
Nesh, Renee,
Thank you for your kind words. Yes we have to strike a balance these days between the audience and the communication style.
Tim,
I absolutely loved your post on the misuse of expressions, an instant classic!
August 1st, 2008 at 8:00 am
Hello,nice post. What template are you using?joe
August 4th, 2008 at 2:34 am
Hello Wow what a fantastic article about Business Casual! Your keen insight into Business Casual is informative and creative. I look forward to reading other articles you have. Thanks.
August 6th, 2008 at 11:08 pm
nice and funny post
August 19th, 2008 at 12:21 pm
You are so right. Writing is so underated these days. People have no respect for the written word. Whilst people become big executives, they rely on their secretaries to write everything that is important, it´s shameful. Keep the good articles coming!