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.
