Friday, 4 April 2014


Here's an email, received today, 4th April.


Spring Sale Starts This Weekend
Dear Valued Customer,
I thought I would take the time to let you know our Spring Sale starts this weekend.
We have some mouth-watering special offers on new orders and some end of line showroom clearance models that offer fantastic value for money

We do hope to have the pleasure of seeing you in our store in the near future
The Director
Now I receive a mail from this Furniture and Design company, maybe three times a year... whenever they have a sale and want money.
So I ask myself the question ; 
How valued AM I, when all I receive is a boringly written, 'we've a sale' email?  

Pathetic, really.

And make note of the language - for example -  "I thought I would take the time to let you know our Spring Sale starts this weekend"...
I mean, who cares? Who really cares if THEY Have taken the time to tell us that they've a sale on.
It's as if they're doing me a special favour to interrupt my life to let me know there's a sale, because they want money. 
How boring, bland and horribly typical of most businesses to communicate in such a non valuable way!
It's all about THEM.
How different would it be if I was told something like... 
Dear Valued Customer,
Looking at our past records, it looks like your last purchase was a XXXXXXX. We hope you we're really thrilled with your XXXXXXXXXXXXXX and it's given you so much pleasure since buying.
I wanted to write to let you know that we've actually overstocked on a range that's really quite complementary to your previous purchase and so because of that, we wanted to invite you to a special viewing for our VIP customers.
If you bring this email with you on XXXXXX and you decide that you'd like to purchase anything you see on the evening, we'd love to give you a special 25% VIP saving, as well as giving you an extra special gift just for coming along.
We'd really love to see you on XXXXXXXXXXXX
Does something like that communication make you feel more valued than the first email?
Is it more inviting, more appealing, more chance of you coming to the store and buying, then the first communication? 
Well, it's that VERY DIFFERENCE in the written communication that makes ALL the difference in sales, profits, in having continual happy delighted customers.
Alas, although most business have great products and services, they're woefully inept at communicating in a way that makes the customer value what's on offer, that makes the customer feel valued, appreciated and acknowledged.