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 Too often, people forget they're
anonymous in the internet world. Your friends and
colleagues might know you as being a tireless worker, a
great friend and loving parent, but I don't know that. To
me, you're just a font. You're a font in an email, or in a
forum post. If you give me access to your website, then
you're whatever impression the website creates. But
largely, you're anonymous. So if you want to establish
trust in your internet business dealings, make it your
goal to paint a professional image via email.
I'm a copywriter, so I'm constantly combing the web for
possible clients and cohorts. Recently I've encountered
some internet personalities who have left me scratching my
head in puzzlement. Might we have had a fruitful business
relationship? I'll never know, because within days of
crossing paths, they managed to display one of the
"Scary Seven" - that is, the seven quickest ways
to scare people away by email. Let's review them now.
Scare Tactic 1. Send an email
from a cryptic address. There's nothing that says
'unprofessional' like an email inquiry from
"Binky24" or "Shanaynay_7". Email
addresses like this strike me as being one of two things:
1. someone young and foolish, or 2. a spammer. I
understand if you don't have a website up and running yet;
after all, as a writer, many people contact me to help
them get their businesses started. But at the very least,
reveal your first and last name. Provide contact
information, and a brief background. If no one knows who
you are, it's not likely they'll do business with you.
Scare Tactic 2. Send an email
that contains virtually no information. Yesterday I
responded to a post on Craigslist that requested an
editor. In my email, I gave my name, contact info, a
little background information and directed the potential
client to my website. I asked a few questions about their
needs. In response, I got one line, and a very
uninformative one at that. Do you see why I don't plan to
contact this person again?
Scare Tactic 3. Send too many
emails! Want to make people think you have absolutely zero
going on? Then send someone a barrage of email after
having just met. I recently got an onslaught of emails
from a potential client - NINE in total, over the course
of a day. YIKES! This is a busy world. People don't have
time to pore through your information. Organize your
thoughts, and send in ONE email- maybe two, max.
Scare Tactic 4. Send emails
of a personal nature. Never, EVER send email jokes or
personal anecdotes to someone you plan on doing business
with over the internet. I don't care how promising the
initial phone conversation was or how "friendly"
they seem. This behavior screams unprofessional, and can
even be a bit disturbing. Many marketers swap information,
and this is fine. But it should be done in moderation.
There's a fine line between helpful information exchange
and email harassment. Don't cross it.
Scare Tactic 5. Send out a
group email, and forget to blind copy. I recently signed
on to work for a company that contracts out writers. I
liked the spirit in which business was being conducted and
the site owner's honest approach. But there is such a
thing as too much honesty. The first project came through
via email - and I could see the name of EVERY writer who
was competing with me for work! Not only does this have
trouble written all over it, but no one wants their email
address shared. A Privacy Policy is the hallmark of a real
business. Implement one, and assure people their
information is safe with your company.
Scare Tactic 6. Send an email
that you haven't proofread. We're all in a hurry, it's
true. But haste makes waste! If you request information on
"barbecue girls," you might just get some
unexpected feedback! Double-checking your message can
ensure that the recipient can respond properly.
Ultimately, you'll get an answer to the question you asked
- and not one you didn't.
Scare Tactic 7. Send an email
that's either too enthusiastic, or too austere. People are
people - and I've encountered personalities from both ends
of the spectrum. Those who are "SO EXCITED to make
your acquaintance that they CAN'T STOP
SHOUTING!!!!!!" and those who apparently are so
wrapped up in themselves that they can't spare a courteous
hello. My advice: take the middle ground. Keep it friendly
yet professional, and don't go to extremes in your
correspondence.
Don't want to frighten people away with your email? Then
avoid the "Scary Seven!" Above all, discuss the
who, what, when, where, how and why of your message, and
be sure to include any information that will help your
future colleague get to know you better - a website link,
some articles you've written, your resume, etc. Don't be
overly pushy on email, and avoid over- or
under-communicating. In time, you'll get the feel for the
type of emails people respond to. And once that happens,
you're on your way to cultivating fruitful internet
business relationships!
Copyright 2005 Dina Giolitto. All rights reserved.
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