Communicating effectively with prospects is often dependent on your ability to make an impact in a short amount of time and space–often through written communication. Whether it’s written, face-to-face or through email, many clients will respond better to personalized correspondence and the feeling of a trustworthy professional relationship.
To Bill Getch, president of Professional Services PR in Atlanta, Georgia, your correspondence IQ is essential to making a good impression: “Effective correspondence with prospects demands three things: credibility, personalization, and consistency. You are looking to develop a relationship.” Getch suggests a three-step approach to achieve this result:
1. Mail or forward relevant articles. Besides illustrating credibility, “Sending a helpful article has the feeling of personalization…Fill your heart and your head with this thought: ‘I’m here to educate and help this person.’”