Two Emails that Did Great Things for Businesses

I saw this blog post, written by author and entrepreneur Tim Ferriss, and had to share. This is a great example of how humor, ingenuity and a whole lot of sarcasm can catapult your business. His post reminded me of a blog post I wrote not too long ago regarding a successful email I developed on behalf of a client. The email filled up a 90 seat workshop in 90 seconds - no joke. 

The funniest email I ever read came from a physician about five years ago. I was working at a large health system, and the corporate culture was stoic - as you might hope for if you were a patient. Emails were regulated, for necessary privacy and technical reasons, by multiple departments. Rarely did I ever open an email that included anything other than necessary information sent in buttoned-up corporate speak. So, I nearly fell out of my chair when I received this snarky three sentence out of office reply message:
"Been working too much, and had to get the hell out of dodge. I'll be back next week. Vaya con dios."

It was so unexpected that I laughed out loud and sent it to two co-workers. Who were both equally surprised. Furthermore, I read it nearly five years ago and I still remember it. I can't even remember half the emails I opened yesterday!

Not all emails will become viral sensations, but here's some tips on how to make your company's emails just a wee bit more memorable:

-When appropriate, be funny, sarcastic, unexpected, etc. This is how you get remembered.

-Be authentic - I once sent a request through a company's online help form. After filling in all the blanks outlining my question, I got an email back that said - "Hey, thanks for your note. We'll get back to you in 24 hours. Please remember, we handle the nicest requests first." -Loved the gentle reminder that there are actually humans on the receiving end of the email.

-Know your audience and write like they talk.

-If you are uncertain if your email will generate the intended response - test it.

-Keep your focus and remember your intended response? Want to make people smile, get them to sign up for a workshop - don't wander off the trail.

-Keep it simple. Personally, my favorite email of all time is only three sentences long. Maybe some day it will only be two.

The Formula for Making Client Relationships Bloom



I work with the best clients. That may sound like "spin" coming from a public relations consultant, but it is true. They are all passionate about what they do, and understand the value of public relations. Many of them I consider more than clients, they are friends, and in one case - practically family.

My clients are concerned about my personal success and often refer me to others. They drop me thank you emails and even pick up the phone occasionally to say thank you for the work I've done. One client even sent me a beautiful flower arrangement on my birthday. Seriously, how could it get any better?

I often think to myself how fortunate I am to work with such great people, and then I remind myself of the formula for developing successful client relationships -

a clear understanding of your client + good communication = success.

When identifying my target client, one of the most key elements is whether or not the individual or company has used a public relations consultant or firm in the past. Those who have worked with PR firms previously are more likely to value the services I bring and understands the benefits of the profession as a whole. This puts me in the position of selling me, not my industry.

Communication, the other half of the equation, is just as important. Once a client has decided my company is a good fit, I do my best to lay out clear and specific expectations. I tell them how much their program will cost, how long it will take, etc. An important point here is setting expectations and being realistic. 

Business development is a challenge for every industry, but the greater challenge is maintaining a positive and mutually beneficial relationship.