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Check, Check, Re-Check Before You Press Send

By August 22, 2018 No Comments
keyboard in dark colors keys with the key "email" stand out in blue - check your words before you press send

The adage, “You never get a second chance to make a first impression,” is true every moment. It is especially relevant when you are sending out email.

While surprising in and of itself to come from such a professional organization, it’s no surprise that I was greeted with this type of email solicitation. I thought rather than delete it, let’s learn from it.

I found at least 9 items of learning.

From: Person1Name@vendorname.com
Sent: Tuesday, June 30, 1:35 PM
Subject:  Pre Show List

Dear Meeting Planner, Please stop by Booth 21,578 to register for our prize at ASAE while in Chicago!  Prize:  Xbox One S, Driving Wheel, Second Controller, and 3 awesome games.  Value $685.00   VendorName – Booth 21,578 See you there!

Person2 Name
Vice President
VendorName
(555) 123-5678
www.vendorname.com

Before reading my suggestions, what do you think you would do differently in crafting your email?

My suggestions, in no particular order:

  1. Personalize with my first name. If you are like me, you delete form letters
  2. Use a compelling subject line. Pre show list doesn’t communicate any urgency nor any connection
  3. Separate the body of the email into sentences or bullets
  4. Omit the prize information. Everyone has prizes at conferences. Attendees know they are gimmicks to draw you to their booth. See #5
  5. Share a compelling message. Not every booth will be of interest. Inspire me, your target audience, as to why I should visit your booth. We all have limited time on the conference floor, so COMPEL me to visit your booth first with a compelling subject line #2 then with a compelling message
  6. Don’t send out an email from a different address than your own (Person 1 sent out the email under Person 2’s name)
  7. Sign the email
  8. Include a little something about your organization’s story. Why you? Why should I care? Synch’s to #2 and #5
  9. Ensure the email is being sent to the right person. The Chief Storyteller®‘s company listing is under marketing not under meeting planner
Ira Koretsky

About Ira Koretsky

Ira Koretsky has built The Chief Storyteller® into one of the most recognized names in business storytelling. He has delivered over 500 keynote presentations and workshops in nearly a dozen countries, in more than one hundred cities, across 30 plus industries. His specialty is helping you simplify the complex and when the stakes are high. He is also an adjunct professor in public speaking and storytelling at the University of Maryland's Business School. With over 25 years of experience, he is a sought-after global speaker, trainer, consultant, and executive communication coach.