Imagine you walked into Starbucks and discovered that everyone inside had inquired about doing business with you.
They’d visited your website.
Requested information.
Asked for a quote.
Or had a conversation with you at some point.
How would you approach them?
Most email marketing would be the equivalent of climbing onto a table, tapping your coffee cup, and announcing:
“Attention, everybody! If any of you are still looking for a house in Georgetown, please come see me over in the corner!”
That’s how people write when they’re thinking about “sending something to their list.”
But the people receiving your emails don’t think of themselves as a list.
They each have a one-to-one relationship with you.
They don’t know who else is there.
They don’t care who else is there.
So instead of standing on the table, imagine you’re waiting in line when you recognize someone.
You make eye contact and say:
“Hi Josh, are you still looking for a house in Georgetown?”
And then you stop talking.
That silence creates a vacuum.
In real life, Josh would feel almost compelled to answer.
“Yes, we’re just getting started.”
“No, we bought one last year.”
“Actually, we’re coming down next weekend.”
That’s the whole purpose of the amazing nine-word email: to engage the people who are still interested in a dialogue.
But this is also where most people get nervous.
They feel compelled to keep talking:
“Are you still looking for a house in Georgetown? Because if you are, I have a new list of homes available…and if you’re not, that’s okay…just let me know either way.”
Now we’ve solved the mystery.
We’ve turned a personal question into a marketing message.
We’ve given them an escape route, assigned them homework, and revealed where the conversation is going…all before they’ve had a chance to respond.
The magic is in the restraint.
Short.
Personal.
Expecting a reply.
Ask the question you would ask if you were standing right beside them.
Then shut up. :)
Don’t explain.
Don’t make the offer.
And don’t solve the mystery.
Leave a little conversational vacuum…
…and let the right people fill it.