Tips for Differentiating Yourself with Email

What are you doing to communicate your uniqueness? Here are 6 tips to help you differentiate your ideas, product and service:

1. Send mail to a person. Years ago, Dale Carnegie said that the sweetest sound in the world is the sound of one's own name. It's still true today. One of the quickest and easiest ways to grasp attention is to use your reader's name. Dear Sue, is much more powerful than the generic, Dear Author, or Dear Speaker, or Dear Buyer! In emessages, you can eliminate the Dear, if you'd like. Starting your email with, "Sue," is acceptable. You don't know their name, you say. Then maybe you're sending spam instead of a sales letter!

Q. First name or last name? Almost everyone today uses the reader's first name so if you don't know the person to whom you're writing (if you did, this wouldn't be a question you'd need to ask), and if it won't seem too weird, phony or formal, try using his or her last name (Dear Mr. Smith:). Do something different! And, showing respect is always a good thing!

2. Open strong. It's boring to begin with, "I'm writing to tell you about..." Just tell them! Start with a benefit to them or something classy and gracious and unusual. Instead of, "Thank you for your time on the telephone this morning. I appreciate the time you took to explain your meeting objectives," try, "Your meeting will not only be memorable, we will work hard to make certain your attendees rave about the food, the service and their beautiful accommodations!" When they open your email they want it to be something that is interesting. Don't disappoint them!

3. Sound real. This includes the words you use (if you were talking, would you prefer use or utilize, help or assist, show or demonstrate?) and the hype words you use. There is no need to be "thrilled, delighted, pleased" about everything -- unless you are! In traditional mail, readers are a bit more likely to give you the benefit of the doubt; in email they click on delete without a second thought.

Q. If writing an email is like having a conversation, why do I need to worry so much? Email is a conversation that sticks around forever. There is no email heaven. You might write an emessage to a colleague you've worked with for years, or a close client friend, and then he or she forwards it to another department for a response, and on and on. Think of email as if it's business casual. Remember those first Business Casual Friday's, when some associate dressed in shorts and a tank top? We know better now! The difference between comfortable and casual, and sloppy, is like the difference between a springer spaniel puppy and an alligator!

4. Stop selling. Whether you're trying to influence an internal committee decision or sell a multi-million dollar project, if you're selling, you're sweating! I remember a venture capitalist who stopped a young woman when she was about 2 minutes into her presentation. He said, "Stop selling me your product and sell me my investment opportunity." However you're communicating your ideas, whether it's by email, mail, phone, or F2F, when you sell, you're always pushing yourself on another. Relax! You know you have what it takes to make their day! Focus on just that—making their day (not yours). Help them to see their success. When the success of their event is as important to you as selling, servicing or setting up the event, they'll buy. Make it clear (and mean it!) that only if you can help them to achieve their goals would you want to do business with them.

5. Have a clear purpose. Sometimes I want to write to prospects just so that I'll be top of mind when they're making their speaker selections. I don't want to sound like I'm begging and I don't want to waste their time. Before writing, I ask myself: Why am I writing? What do I want to accomplish? What do I want the next step to be? Often, when I review my answers, I realize there is no reason to email them—other than maybe to annoy them! In that case, I'll opt for a traditional letter because it's less invasive. When I decide to email (because I know the recipient prefers email to other communication mediums), I'll make my point as quickly and clearly as possible. I might write, "I'm hopeful you'll think of me when you're making your 2005 speaker decisions. When the time is right, I'd be honored to work with you." Of course, if I have a new program to let them know about it, then I have another purpose for writing.

6. Smile when you write. You've heard the expression that people can tell if you're smiling when you answer the phone. Well, they can tell if you're pounding the keyboard when you respond! Draw a little smiley face on a post it and put it next to the computer. Or, hang a mirror where you can do face check from time to time. Is your reflection one of concentration or do you look angry, rushed, frustrated? Smile when you write—and, at the very least, you'll have a better day!

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