How to write a business Email
Our times are fast. Our life is fast. All time we're in a rush for something, using faster and faster means, leaving behind everything that seems to slow us down, sometimes even proven principles of proper, polite behaviour or proper, professional business principles.
Most of people coming to Net expect riches. Fast. Now. And Hype tries to make them believe it and pursue get-rich-quick schemes without thinking, without proper work, without discipline, without ethic. Business Ethic. Writing Ethic.
And online business is based on writing. So, in all rush, Email bathes in full sun of attention of all people online. It complies with requirements: it's fast, can be automated, it has a vast reach, everyone praises it: professionals and Hype in a unity. What's problem then?
No doubt, Email is a powerful tool, but as with all tools, it is necessary to know how to use it to get best possible results.
Anyone should never forget that Email substitutes a business letter, a professional business letter in our online life. Any business presence has its strict laws if it should be successful, and no one will argue that all people want to succeed in their online business.
How is it then they believe that without a proper business correspondence, ie a proper business presence in market, they can succeed. The point is that they CANNOT.
Let's stop for a minute and revise basic writing rules of an old-fashioned, good business letter (- if you try hard you will remember - that piece of paper in an envelope that we still sometimes get in our offline life :-)).
An Email of a proper netpreneur should have same features. Yes, I said 'features', though we should never stress features. But everyone must feel them within us, and then we can dare to talk about benefits. So we will talk about features now.
In a single introductory sentence I will say that a written language has its laws that must NOT be broken. I used word 'language', not slang, not individual words or exclammations. And a proper professional, business Email should be written in a proper, polite, business language in proper formatting and contain:
1) Proper Greeting - it's not 'Hey' or 'Hi Guy's', it's not even: 'Got a shock'. And not even: 'I've got to tell you this!!!' Take out one of old-fashioned physical business letters and compare it to some of emails you get. And think: Who would it be to do business with? Would you dare to send an offline business letter starting with a greeting like that? And more: would you expect person to respond, to do business with you, a customer to buy from you? I'm sure you answered: No. I'm glad you did.
2) Proper opening sentence - It's none of above though you get emails opened exactly that way. If you write to a stranger you should tell him who you are and why you're writing. Don't tell a novel to person - just a sentence. A full sentence. Not isolated two, three words.
The other day I received an email from one of my bankers - yes, one of cold bankers, and opening started:
'Dear Mrs W, I wish you a beautiful day.'
And then he continued usual way. I loved it. And it's definitely not only way to go.
3) A para or more, saying more about matter, stating facts - briefly, politely, clearly, soberly and to point: a polite request or any proper business reason you have for writing to person - in proper sentences, starting in a capital letter at first word and ending in a full stop after last one. You should realise that people get hundreds of emails daily, and if you want yours to be read and what more: answered, it must be a proper business letter, not spam.