Just received an email from Microsoft which is a perfect example of what NOT to say/write to a customer.
In the entire email, all Mr, Kevin Turner or whoever drafted the email are interested in is themselves, what they want. Not once do they say what's in it for me, the customer, the guy who would be spending 10-15 minutes of my precious time filling out the survey. Oh, yeah they did mention it - it would enable them to respond in ways that improve their products, services and solutions.
Never tell a customer what you want. They are NOT interested in what you want. They are interested in what they want. Tell them how they would benefit from what you are asking them to do, what's in it for them and you won't have to tell them twice. They would be your evangelists for life.
In the entire email, all Mr, Kevin Turner or whoever drafted the email are interested in is themselves, what they want. Not once do they say what's in it for me, the customer, the guy who would be spending 10-15 minutes of my precious time filling out the survey. Oh, yeah they did mention it - it would enable them to respond in ways that improve their products, services and solutions.
Never tell a customer what you want. They are NOT interested in what you want. They are interested in what they want. Tell them how they would benefit from what you are asking them to do, what's in it for them and you won't have to tell them twice. They would be your evangelists for life.
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