There are two main objectives to your flagship email.

Build connections. Make offers.

I’ve seen a lot of emails making offers. But without the requisite building of connection.

People send an automated email often devoid of personality and thoughtful ways to build rapport. It’s an inadequate way to check off a “to do” on your list…a “to do”, that if done properly, has the ability to build treasured relationships and become a huge asset in your business.

When did our communications become so disconnected? When did they become vehicles of taking without the effort of giving first and adding value before we ask for something? When did caring in relationships become so non-existent?

When we send an email we’re in a relationship with someone…the person on the other side of the email. This person has opened themselves up to hearing from us, agreed to pay attention to us, and is willing to receive our value and offers. Our communications reflect a relationship, a relationship that has a beating heart, a life. Not to be taken advantage of.

Think of the romantic comedy You’ve Got Mail. It’s a story of a budding online romance between two people that initially are unaware that they are business rivals. The online connection builds and builds to a fevered pitch and is instrumental in the [spoiler alert] happy ending of the film. The email relationship takes on a life of its own.

It’s the same with your email communications. Think of it like a virtual romance. It’s an important, practical tool that has the ability to build caring on both sides…between people who know, like and trust each other.

We’re not talking about communications being perfect in their writing and construction. We’re talking about communications being meaningful and relevant.

Marketing and Sales are the lifeblood of your business. You won’t have a business without them. And in our modern, pandemic wrought times, our relationships are very much developed virtually. Email is a vital digital tool that can enhance any prospect/client relationship, if handled thoughtfully and effectively.

I suggest you do your due diligence and be clear about who you’re speaking to, what you’re communicating about, and write with understanding and compassion even when making offers.

If you do so, you’ll stand out from the crowded, often disconnected space and give your prospects every reason to contact you when they’re ready.

With heart and brilliance,