Recently, I received the following email which I wanted to share as I think it highlights the importance of being honest and authentic with your marketing. People buy from brands they trust and that they believe to be genuine. All communication you have with potential customers must be honest to instil trust.
Here follows the content of the email:
I hope you’re well? I don’t think we’ve spoken before but I wanted to get in touch.
I’m new to [company], working with [director]. When I was reviewing [director’s] LinkedIn connections last week and mentioned your name, he spoke very highly of you and the business and said that he met you at a networking event.
He seemed really keen to find out how things are going, so I suggested we invite you to our new training centre for a coffee, so you can catch up.
Are you free week commencing 5 March to visit us in [location] or to speak with [director] on the phone?
Nice introduction I thought which was immediately followed by, if the director really was keen to find out how things were going, I’m sure he would have got in touch with me himself.
I know I can be a grump at times, but her approach irritated me. I replied:
Thank you for your email. I hope you are enjoying your new role.
Apologies for my cynicism but I’m sure if [director] were as you say, “really keen to find out how things are going” then he would have made contact with me himself. I find this approach disingenuous, and that does not encourage me to want to meet.”
I also subsequently discovered from her LinkedIn profile that she has been at the company for eight months, so not exactly new!
She replied to apologise that she had offended me, which was not her intention and said: “I simply thought that as you had met a while back and I had recently met your colleague, it may be of value for the two of you to reconnect.”
Sadly, she completely missed the point I was trying to make.
If she’d emailed me the content of her second email first time around instead of trying to big me up and suggest her boss was “really” interested in me, she’d have had a much more successful outcome.
My example may be minor, but I feel it highlights how the wrong choice of approach quickly creates a negative impression. If you want customers to engage with you and your brand, you must respect them by being honest and true. Be authentic.