Help Customers Think Positively

Yesterday I wrote about the effective personalized email I received from IX Web Hosting. But the personalization was not the only strong point of the message. The email was a fine example of leading the customer-reader to think positively by using positive language.  

First, the subject of the email was "Upgrades to Your IX Web Hosting Account." Not changes--upgrades.  

The first paragraph included "Thank you," "sincerely delighted," and "serve you and your website," which encouraged a positive mindset. 

The third paragraph got me excited about something I thought I would never care about, improvements in web-hosting infrastructure:

"We now have a 100% brand-new hosting infrastructure that will pose numerous benefits to you, your site and its visitors! Speed, security, flexibility and uptime are just a few of the areas where you will experience extensive improvement."

Notice that the excerpt above focuses on benefits, not features--and not boring technical details.

Since I have been satisfied with my web-hosting plan, learning that I will "experience extensive improvement" intrigued me. I am eagerly wondering what it will be like.

Other words and phrases in the message--"benefit," "satisfied with our service," and "always happy to hear what you have to say--kept me feeling enthusiastic about my web host.

The next time you write to a customer, make it your business to help your reader feel good about your message. If my web host can get me excited about an upgrade, I bet you can inspire a positive response too.

Note: Since I have praised the IX Web Hosting email in two blog entries, I feel the need to tell you that I have no financial relationship with the company other than to pay our web-hosting fee annually.

Lynn
Syntax Training

Comments

[Tiffany jewelry]

Yes I completely agree with your point about writing positive to customers as it works a lot.Good that you have provide here an example of an email.I think that it is important to write some positive points.Only in this way a reader can get interest in it.

[Debt Management]

Yeah that is good to show the positive impression on the reader. To making the good impression is the main key in making your business grow up. I do believe using the proper language in the writing your emails and the letter is one of the main task in attracting the clients.

[skin care]

I think some taglines and some of the tricks of the sales are the usual key to success. I think when you endorse a brand or a product you should keep in my mind the positive things and think from the customer's point of view. This will help you to be successful.

[fabrizio scatena]

If the objective of the email is stimulate the rader to have a positive reaction, I think that the structure of the message it must be choerent in all parts.

P.S. Sorry for my imprecise language, but I'm Italian

[Lynn Gaertner-Johnston]

Fabrizio, thank you for stopping by and commenting.

Lynn