Archive for May, 2010

If you were ever a kid, you probably remember Disney’s Snow White and the Seven Dwarf’s song, Whistle While You Work. Keeping a happy attitude solved everything.

And though I truly believe that is true most of the time, there is one time that it absolutely, positively provides a false sense of confidence: Email.

Those of us who see the glass as half full, hear our own happy voices as we compose our emails. We talk our words out loud (which thrills our cubicle mates), smiling as we go (I’m doing it now!), practically singing, as we lovingly type, “Here you go,” or “Okay!” But our readers, they aren’t whistlers. And they aren’t hearing our happy tune.

Recipients don’t give writers the benefit of the doubt. (Do you or do you jump to negative conclusions, too?) Before sending your next happy missive, ask yourself: Is there any chance the reader can misunderstand my intent? How can I write this so s/he understands I’m thinking of them and not just of myself?

How’s this: Write as if you’re writing to Grumpy to keep everyone Happy.

How do you create a message that gets read? Be being strategic.

Understand readers go through 3 quick decisions when deciding how much time to allot to your message:

1. The subject line has to be meaningful to them. Keep it truthful and relevant to their needs.

2. The first line has to be meaningful to them. Write about them, not how proud, pleased or pithy you are. Tell your truth and make it about them. Answer the question they’re (silently) asking: Will reading this profit me any way?

3. “Above the fold” has to be meaningful to them. Above the fold is what they see on their screen without scrolling. Most messages should be completed by this point.

Then,

4. Have a clear, easy next step. Quickly explain to the reader why she should take it or accept it. Make it meaningful from their perspective.

5. Use your inside voice. Shouting about what you have to offer even the benefits, is old school. Don’t hype. Tell stories. Use testimonials. Link to comment sites.

6. Don’t fall in love with your words. KISS: Keep it simple and sweet is still great advice. Maybe even more important today than before.

7. Use common courtesy. Saying hi, hello or good morning is more pleasing than just starting with their name. Include a closing too. Yes, it matters.

8. If you’ve left a voice message or sent a previous email and they haven’t responded, consider not mentioning it. You’ll just remind them they’ve already blown you off. On the other hand, if you said in your voice message, I’ll follow up with an email, you have every right to show your follow-through by writing, “Hi Sophie, As promised, here is the ….”

9. End with something meaningful to them. Something meaningful to them usually isn’t something that is procedural for you. It’s poor form to write: I’ll call you Friday to see discuss the next step. It’s much better to say: I’ll call you Friday to talk about additional ideas to make your next event memorable and fun.

Try these ideas and tell me how they work for you!

One of the easiest ways to be more successful  is to filter information for another person. The more you help them make good decisions, the more successful you are.

Think about it. You’ve most likely asked your financial advisor, “What do you think I should do ?” And your hairdresser, “What do you think would look best?” And your wine dealer, “What do you recommend?” You may have even given up total control and said to them (I have): You decide.

The people you serve aren’t any different. They want you to think for them, tell them what to do, answer their unasked questions. Once they trust you (and you’ve earned that by  successfully guiding them through other decisions) you can easily earn expand your fan base. But only if you go easy on the information, and heavy on filtering for them.

We have so many choices, we can no longer choose. The more you guide people to the (true, authentic, ethical) best choice, the more effective, successful and indispensable you become.

Preview Sue Follow Sue on Twitter a female with fire!