Many of us have chosen to start our own business because we don't like working for "The Man". We have some skills, some talents, a dream - whatever. But frequently these people who take the alternate path also aren't naturally gifted with classic business skills. You don't have to be a shrewd business person for your business to succeed, but understanding protocol can help to overcome certain hurdles. Today's tip is about communication via email. Guy Kawasaki - a popular start up and entreprenial topic blogger - has an excellent post on email etiquette. Check it out if this topic interests you but I'll keep my covering of the topic short and sweet (which is part of the technique we'll discuss).
By far the biggest problem with the emails I've received or sent wasn't that I used the wrong salutation, or didn't provide enough info. It was because there was too much information. It's safe to assume everyone has A.D.D. these days, and those who don't have learned to deal with the rest of us. As a rule of thumb Guy says to keep your email under 5 sentences, I'd say you can do it in 2-3. Many people will think they cannot communicate everything they need to in 2-3 sentences but thats the point. You don't want to say everything, just touch on the topic, and leave all the questions your email raises (in its 2-3 sentence form) unanswered. This way the recipient will have to write back for more info. Large lengthy emails are so long people take one look at them and think "boy I'll need more time to read this, I'll come back to it later". But then more emails arrive, things happen, and before you know it your lengthy email has been lost in a sea of emails that never got a reply.
So keep it to 2-3 sentences, if you want to pitch an idea, don't pitch the idea in your email, just say:
"Hey Joe Shmoe,
Good talking to you the other day. I've got an idea about your electric vehicle business, it could bring in loads more customers!! Thanks.
Tom Bob"
Joe Shmoe will most likely be intrigued with the prospect of more business, you haven't told him your ridiculous idea about buying a $500,000 advertising package from your business, and this gives you a chance to feed him a little more info without turning him off before he's even heard the whole story.
Keep the subject line short too, a simple "hi" can do the trick... they will have to read your email cause your subject gives them no hint as to what you're bothering them about.
Guy might point out that my example doesn't include a signature, signatures deserve their own posting in my opinion but in this case the example conveys that I know who I'm writing to... in this scenario I could include a signature but frankly it takes up more space and isn't necessary. If I wanted Joe Shmoe to check out my website I might include the url in the signature knowing he would possibly check out the site to investigate what I could be pitching to him. But without any more information he has no choice but to wonder forever what might have been or to follow up and find out.
Thats all for now, see you space cowboy ;-)