Are you driving away business with e-mails like this one?

The other day, I ran across the blog of a marketer and coach. When you click on any of his blog articles, a pop-up appears that requires you to sign-up for a newsletter before you get access to read the blog. (And as part of that, you get a free special report.)

If you don’t sign-up, you don’t get to read the blog.

Fair enough. But that method of getting people on my list isn’t for me. I said as much on Twitter.

Personally, before I get on anyone’s list, I want to know a bit more about them. A blog is one way of doing that since it’s an excellent opportunity to expose your personality and let people know what you’re all about.

But, just because it’s not a method I prefer, doesn’t mean it’s a bad method. So this guy isn’t wrong doing it that way.

In fact, I wanted to learn why he set up his blog that way so I could expand my thinking on the matter, and so I could pass along his knowledge/experience here for your consideration. After all, if it’s something that works…

Here, word-for-word (without his name) is the e-mail I sent:

Hi ________,

I’ve got to ask…

On your blog, when clicking on a link to read any of the articles, there’s a pop-up to get on your list before anyone can read/comment on your articles.

I’m assuming this works for you, otherwise you wouldn’t do it. But I am curious on the thought process behind it. I would fear that a good number of people would be put off by that and go away.

And maybe that’s OK… they might not be good prospects for you. Yet on the other side, I would think I’d want to expose people to my content and if they feel they want a deeper connection, they could sign up for something on their own terms.

But again, your method must work for you and I just wanted to ask you about it.

Thanks.

Here, word-for-word, was his response:

It looks like you answered your own question.

Alright then… I guess that settles it.

Maybe my question came across as stupid. If so, again, fair enough. That’s why I included it word-for-word, so you could decide.

But here’s my whole point of this article and it has nothing to do with how people access your blog:

If you’re in business, make any interaction with potential customers, clients, business partners or people who might refer business to you – especially your very first personal interaction – as positive as possible.

If someone actually takes the time to reach out to you, even if it’s to complain that they hate your product or service, respond to them as nicely as you’d respond to your best customers.

Any interaction with people is an opportunity to positively build your brand

Would it have been much more difficult to respond with, “Hey Mike, thanks for the question. You nailed it. The serious prospects will sign-up and that’s the people I want reading my blog.”

Maybe he was busy. Maybe it was a bad day. Maybe he felt I was another freeloader trying to squeeze free information out of him. Maybe, in his mind, there’s nothing wrong with a response like that. Maybe I came across rude in my e-mail. Or maybe I’m making too much of the situation.

But then I thought back to various e-mail interactions I’ve had over the years or stories I’ve heard from others.

Sometimes with e-mail, it’s really easy to come across wrong or be misinterpreted. However, you still have to claim responsibility for what comes out under your name or your business’s name.

For that reason, I really do think you have to be extra careful in your e-mail interactions, especially that first interaction.

Knowing that you can never be 100% sure how someone will take something, might you be able to at least significantly cut down on potential problems?

One great way to respond to e-mails

I know it is possible to get it right, because on the other end of the spectrum I’ve got a great example to share.

One of the business sites I enjoy the most is The Rise To The Top. It’s run by David Siteman Garland. I learn a lot from his interviews.

We’ve exchanged e-mails a couple of times. Do you know how he started his reply the first time I wrote him?

Thanks for taking the time to reach out.

Simply beautiful!

Other e-mails have started similarly… with appreciation that I’d take the time to contact him. I’ve stolen that idea and modified it because I know how good I feel when someone says that to me.

I don’t want people who contact me to feel like they’ve wasted my time or that their question isn’t important.

You be the judge

Despite spending so much time talking about my recent experiences, this really is about you and how you interact with people who contact your business.

I know, talking to soloprenuers especially, how pressed for time you can be. Too much to do, too little time.

But if someone comes into your business’s orbit, you simply have to make time to ensure the interaction is a positive one, especially in e-mail. It’s too easy to misinterpret intention in e-mails.

Put yourself in your customer’s shoes. Or the shoes of someone who may be a potential partner down the road, or who might be able to refer business to you.

Which type of response or attitude would make you feel best if you were contacting your business (or any business) for the first time?

1. It looks like you answered your own question.
2. Thanks for taking the time to reach out.

To me, it’s pretty obvious which direction you’d want to go. Hopefully it’s obvious to you, too.