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
