It just never ceases to amaze me the gobbledygook, company-focused blather that companies send out. One of the reasons it's getting harder to garner attention with your email communications is because so many marketers are just downright lazy.
Even worse is when those emails are received in response to an action taken by your prospect.
Boy, what a turn off.
Here are a few indicators of lazy emails:
- You're talking about your company...only.
- You're asking them to answer intrusive questions when you haven't earned the right.
- You're putting yourself on their calendar without permission. (I'll call you in two days to follow-up.)
- You're raving about how great your products are...again, and again.
- You're using worn out jargon.
By being lazy, you're telling your prospects they're not worth enough of your time to get your undivided attention. Although you're expecting them to give you theirs.
By being lazy, you're expecting your prospects to do all your legwork and research for you. Good luck with that one.
By being lazy, you're probably also being self-serving - a great indicator to your prospects of what it can be like to work with you. Oh, yes, every interaction you have with them speaks to your credibility and is an example of what they'll come to expect. Why blow it so early in the game?
By being lazy, you're telling your prospects there's absolutely nothing special about you and no reason they should trust you.
So, don't be lazy. Take on the challenge to be energetic, passionate about helping your prospects consider how best to solve their high-priority issues and, for heaven's sake, be imaginative about how you do it. At the very least, show you've put some effort into creating a message and an offer that's about them. Give them something they can't find on their own—something useful and relevant.
And, consider this kicker: Because so many emails are downright lazy, by not being lazy your email has a much higher probability of breaking through all that clutter—just by being unique!
