If you were browsing in a bookstore and the person next to you – - let’s call him Leo – - picked up a book you had written, you’d probably tell him you were the author, and before long a full-blown conversation would be in the works.
Leo would ask you about writing the book, you’d ask Leo about his interests . . . and a connection between the two of you would be established. This doesn’t guarantee Leo will buy your book, but it does guarantee he’ll remember you.
Answering potential client e-mails works the same way. While autoresponders are effective tools, I don’t believe they can replace a personalized e-mail when a “Leo” is inquiring about your services. I would rather cut and paste the “canned” info into a personalized e-mail rather than having everyone who asks about my services get an autoresponder response.
Getting personal is part of relationship marketing.
Relationship Marketing in Action
I got an e-mail a couple of days ago asking about my book-to-Kindle conversion and marketing services. Although my response contained the basic “canned” information about my services and fees, I looked for a way (as I always do) to make a more personal connection.
In this case, I noticed from his area code that he lived in a city I had recently visited. In the e-mail I told him that I had just been there, a few of the things I had seen, and how much I’d enjoyed the trip. Can you guess what his response was?
Yes, he signed up for my service . . . . but just as importantly he told me how much he appreciated my “friendly” e-mail. When he needs more Kindle or book marketing services, do you think he’ll come back to me? I’d bet on it.
One Last Thought: Being Genuine
My “friendly” response to potential clients is genuine; yes, I believe it’s good marketing, but I also think if you try to cram B.S. “warm and fuzzies” into these types of e-mails, the client will know it’s bogus. I’m pretty good at spotting an insincere salesman, aren’t you?
How do you handle those incoming letters of inquiry? Autoresponder or personal response. Do you believe you can build rapport with an autoresponder? Love to hear your thoughts.
Yeah, I agree with your statement, that if I do like the story, it’s doesn’t guarantee Leo will buy my book, but it does guarantee he’ll remember me.
it’s just like the e-mail marketing,
John,
Thanks for your comment. I know autoresponders are a necessity (particularly in building a large list) – - but as a consumer myself, I dislike getting a canned
message when I’ve written a personal e-mail. Call me old-fashioned . . . . No, actually, call me a consumer who doesn’t want to get treated like a number! Nancy